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Harley-Davidson Customer Profile From 1990

Harley-Davidson Customer Profile Metrics Circa 1990

1990 HARLEY-DAVIDSON INDUSTRY TOTAL
Median age 34.4 years 29.6 years
Median household income $35,700 $22,500
Male 95% 90%
Married 57% 49%
Occupation
Blue collar 53% 55%
White collar 40% 31%
Education
High School graduate 90% 75%
Some college and/or degree 44% 38%
Additional Observations:

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.

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