"If you cannot do great things, do small things in a great way." Harley-Davidson, one of motorcycling's cultural pillars, once embodied this ethos. Yet, somewhere along the road, American motorcycling missed a critical turn. Generation X—the independent, self-reliant, and now most affluent demographic in America—too often feels excluded and unacknowledged in motorcycling culture. What went wrong? And how can we fix it before it's too late?
Failing to Acknowledge Generation X
American motorcycling has long embraced values like freedom, individuality, and rebellion. These principles perfectly align with Generation X, a group famous for their punk-inspired distrust of authority, DIY ethics, and anti-establishment ideals. However, while Gen X grew up idolizing "Easy Rider" and blasting Southern rock, the motorcycling industry became fixated on its aging Baby Boomer customer base. Unfortunately, this left Gen X out of the picture during their prime years, both financially and socially.
When the industry had the chance to connect with a dynamic, rebellious generation that valued authenticity and craftsmanship, it instead chose marketing that all but felt to be directed to Gen X's younger, larger counterparts. The opportunity to nurture a long-term, emotional connection to motorcycling was lost.
The result? Fewer and fewer Gen Xers throwing a leg over a bike, dealerships struggling to stay open, and fewer small shops and brands thriving. The disengagement is evident, with the waning popularity of the culture, mindset and industry of American Motorcycling.
The Guide Back to Success:
Here’s the truth—the industry doesn’t need to reinvent the wheel. Harley-Davidson, as a cultural icon, holds the key. The challenge lies in recalibrating its approach to connect with Generation X while staying true to the core values of American motorcycling.
1. Don’t Over-Rely on Marketing Experts Who Don’t Ride:
Big-picture marketing strategies are important, but authenticity cannot be faked. Marketing professionals who don’t ride motorcycles themselves often miss the subtler cultural nuances that make motorcycling relatable and aspirational. The most successful campaigns and products will come from people who live and breathe this community every day.
Generation X riders value authenticity—they can spot posturing from a mile away. Campaigns tailored to their cultural ideals and values must come from within, blending creativity with a deep understanding of the ethos that makes motorcycling special to this consumer group.
2. Build Products and Campaigns Around Ideals, Heritage, and Family:
Gen X is now in their peak earning years. They're raising families, supporting small businesses, and thinking about their legacies. But they also maintain their self-reliant spirit, individualism, and love for craftsmanship—themes deeply embedded in the DNA of American motorcycle culture.
Bring Back Nostalgia: Gen X has a strong connection to “the good old days.” Tap into icons like vintage Harley models and retro Southern rock vibes. Position motorcycling as a means to relive and rejuvenate that part of their lives.
Highlight Craftsmanship: Gen X doesn't want cheap or disposable. Focus on quality, customizability, and design. Give them bikes that feel like an investment and a point of pride.
Celebrate Community: Motorcycling has always been about camaraderie, whether through rallies, ride clubs, or local dealer events. Frame it as a way to build meaningful relationships—not just for individuals but for families who also ride together.
3. Leverage the Sense of Brotherhood in Motorcycling:
At its heart, motorcycling is about belonging. Gen X grew up valuing tight-knit communities, and today, they’re searching for meaningful connections amid a world of increasing isolation. Engage them by celebrating motorcycle clubs, local riding groups, and events that bring people together.
Rally attendance has dwindled—not because riders don’t want to participate, but because the events sometimes fail to reflect Gen X’s lifestyle or priorities. Reimagine gatherings like Sturgis or Daytona not just as bike displays but immersive cultural experiences where families, small businesses, and communities come together.
4. Reimagine the Dealership:
Most Gen Xers aren’t walking into your traditional showroom anymore—if they have to choose an exciting online store over a sterile dealership, they'll choose the former. Dealers need to modernize and reframe themselves into experiential hubs. Imagine a local shop hosting rides, live music, craft beer tastings, or collaborations with artisans who build custom parts—all while ensuring their presence online is top-notch.
The Stakes are High, But the Opportunity is Greater:
Simply put, failing to connect with Generation X now will result in more dealers shutting their doors, fewer bikes on the road, and smaller motorcycle events in the years to come. Without tapping into the highest-earning age group in America, the motorcycling industry risks alienating yet another demographic that could keep this iconic culture alive.
But success is within reach. Selling freedom, rebellion, and adventure to Gen X isn’t just a sales pitch—it’s a return to the soul of American motorcycling. By engaging Gen X authentically and passionately, the industry will not only see more bikes on the road—it will spark a cultural renaissance that riders of all ages can rally behind.
Stop Missing the Chance:
"If you cannot do great things, do small things in a great way." Start where you are. Use what you have. Do what you can. Begin with a small yet meaningful shift in strategy—one that prioritizes authenticity, heritage, and community.
Together, we can reignite the passion for two wheels and make motorcycling a relevant, thriving part of American culture once again.
