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IT'S A FACT:
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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Harley-Davidson Customer Profile

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%
 
 
 
 
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