Harley Davidson faces some tough challenges at the present for two reasons. First, they have experienced a substantial rise in the average age of their riders. Aging Baby Boomers represent a challenge for them. Younger riders do not necessarily want to ride the same bikes that their parents ride. Second, the recession has caused consumers to limit their discretionary spending. Harley sales have suffered as a result.
On the positive side, the firm has an amazingly clear and distinctive brand positioning, with a core group of remarkably loyal customers. Here's one advertisement that displays the creative ways in which the firm constantly reinforces its image: