June 29, 2015, - 4:06 pm
Harley-Davidson’s War on White Men
When I was a grad student in the University of Wisconsin Business School, getting my MBA, I and a few other classmates did some consulting for Harley-Davidson, which is based in nearby Milwaukee. Even though I don’t ride motorcycles, I was proud of our work, as I always thought of Harley as one of the quintessential American companies. But I’m not proud of Harley Davidson anymore. You see, Harley Davidson has decided to go to war against White males–its core customer group.
Women and minorities are the in groups of the day, and White men are out, out, out! OUT. That’s the case even at Harley-Davidson. The company’s current CEO Matt Levatich has decided that the company will no longer make motorcycle models popular among White males. Only bikes that also appeal to women and minorities–and hipsters, who do NOT ride motorcycles in any significant percentage–will be made. That’s like saying the company will only make tampons that appeal to White males. It doesn’t make sense. But that’s what they’re gonna do.
Harley will be more discriminating in deciding which of its models to favor with investments in new engines and other updates, he said. Priority will go to those that can appeal to younger adults, women and minorities as well as the core market of older white men. Some bikes that appeal only to the core audience may be allowed to fade away.
Got that, White male motorcyclists? You are no longer prized–or even wanted–at Harley-Davidson.
I have a motorcycle jacket I bought and had Harley-Davidson motorcycle patches sewn on. I’m thinking of taking them off. I’m in the new target market fore Harley. And I don’t care because I don’t ride . . . and I hate identity politics.
To paraphrase femiwitch hag Gloria Steinem, designing bikes aimed at women, minorities, and hipsters is like designing bikes for fish.
BTW, Harley is also aiming at hipsters who hate gasoline and the combustion engine because that’s proved so successful for the Chevy Volt, right?
Harley also has demonstrated prototypes for a battery-powered LiveWire motorcycle designed for young, urban riders who think gasoline engines are bad for the planet. That sleek bike landed a cameo in the recent movie “Avengers: Age of Ultron.” But Mr. Levatich said Harley won’t be able to start selling the LiveWire for at least two or three years because it needs to await better battery technology.
If Harley-Davidson is really serious about this identity politics BS, the company should start at the top . . . and replace 50-year-old White male CEO Levatich with a 27-year-old Black transsexual lacto-ovo yoga instructor who teaches “The Hidden Philosophy of Autistic Art Therapy Using Q-Tips Dipped Au Jus on Parchment as a Medium” at The New School. After all, that represents all the groups Harley-Davidson thinks is where the gravy is.
Levatich’s oldest son is at Yale, and the elitist Levatich relates his son’s experience at the Ivy League school with how to gain new customers. I relate it to how to lose all of your core customers, to most of whom the more relatable Yale is a brand of lock.
Good luck with that.
Hey, sounds like the Republican Party’s war on its core customer in order to reach minorities and women. And it will be just as “successful.”
Tags: Harley-Davidson, Harley-Davidson Motor Company, white males, white men
In with the new Coke . . . out with the old Coke.
RIngo on June 29, 2015 at 5:17 pm