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But the company said it was time to change, as the bike market continues to age, literally. Nearly half of motorcyclists are 50 years old or older.
Harley-Davidson has particularly struggled. More recently, the motorcycle manufacturer released third quarter results above expectations, but showed the company a loss of market share.
"Harley is in a difficult situation here, where his core group is aging and where it's hard to attract new people to the sport," said Joe Altobello, an analyst at Raymond James. Many consider motorcycles to be dangerous and difficult to use, for example.
In recent years, the company has made every effort to attract more runners, including younger ones. The company unveiled a 10-year plan in 2017 aimed at attracting 2 million new passengers by 2027. In addition to investing in the electric bike, the company has established schools across the country to teach neophytes the driving.
Electric motorcycles should be an integral part of this strategy, but the company also said that it could develop in scooters and even bicycles, said David Coleman, an analyst at Argus Research, in a research note from 26 October.
"The expanded lineup could attract more female customers than the company's traditional motorcycles," said Coleman. "We also believe that this broader range of models will help attract customers who might otherwise prefer to buy a" fully customized "bike."
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