12.13 Investigative Report: Attracting Newbie Bikers (Obj. 4)
As a junior sales associate working for Chicago BMW Motorcycle, you are concerned about the economy. Following the economic crisis, sales of motorcycles took a huge hit industry-wide (41 percent!). Obviously, when money is tight, consumers tend to cut back on luxurious â€œtoysâ€ such as expensive bikes. However, sales are bouncing back, especially wherever the economy is humming. BMW relies on a well-heeled clientele, much of it composed of middle-aged men. However, the German motorcycle manufacturer has not been able to capture a share of the market larger than the 2.6 percent it has in the United States as opposed to 25 percent in Germany.
The ever-popular Harley-Davidson bike sales are rebounding, too. The manufacturerâ€™s core target audience has likewise traditionally been white and middle-aged. This is why Harley-Davidson is now trying to appeal to women riders and to a younger generation of would-be bikers. You bring up this topic with your boss, Dale Bell, and he asks you to find out what exactly Harley-Davidson isÂ doing.