Harley-Davidson Customer Profile Metrics Circa 1990
|Median age||34.4 years||29.6 years|
|Median household income||$35,700||$22,500|
|High School graduate||90%||75%|
|Some college and/or degree||44%||38%|
Harley owners tend to have a higher education and income level than other motorcycle owners have, and tend to be somewhat older.
About half of all new Harley-Davidson sales are to people switching from other brands.
More women are participating in motorcycling. This shows up in sales of the Sportster 883 model, 9% of which are female riders.