Featuring Harley-Davidson
Harley-Davidson has a long history of marketing to women. As early as 1910, the company featured women in its advertising. In recent years, the women's market has taken off, becoming the fastest growing market of motorcycle purchasers. In 1990, 6.4% of new Harley-Davidson motorcycle sales were to women. In 2006, that number climbed to 10% of new Harley-Davidson motorcycle sales. In approaching this market, Harley has used psychographic rather than demographic segmentation. Psychographic segmentation focuses on values, beliefs and lifestyles rather than traditional demographic divisions.
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