Harley-Davidson's New 'Buell Blast' Roars Into 18-34 Year-Old Novice Market
16 March 2000
Harley-Davidson's New 'Buell Blast' Roars Into 18-34 Year-Old Novice Market
EVERETT, Mass., March 16 Boston Harley-Davidson/Buell
today introduced the firm's new, Buell "Blast," a low-cost, lightweight,
motorcycle, aimed at pumping up the adrenalin of 18 to 34-year-old Generation
X-ers across America, and which is expected to change the image of motorcycle
riders for ever.
In unveiling the "Blast" today at his Revere Beach Parkway facility, the
largest Harley-Davidson/Buell dealership in the world, President John Atwood
said the new bike represents Harley-Davidson's most significant marketing
step in more than 35 years.
Atwood said the new "Blast," model is a smaller, lighter, easier-handling,
one-cylinder motorcycle, selling for under $4,500, and is designed
specifically for the male or female new rider or novice rider who is not yet
ready for the traditionally heavier Harley-Davidson cruising or touring bikes.
"Before the introduction of this remarkable motorcycle we were targeting
our motorcycle sales to the experienced older riders, but now with the new
Buell Blast we will be zeroing in on the relatively youthful 18 to 34-year-old
men and women who like the outdoors, are physically active and who like the
Blast's sophisticated design, he said.
According to Atwood, the new Harley-Davidson/Buell Blast model was
designed from scratch to offer a new generation a smaller, inexpensive
runabout at a price under $4,500. Harley and its subsidiary Buell American
Motorcycles developed the Blast in a cooperative venture of shared experience,
tooling, technology, design engineering and compatible Harley parts and
materials, a strategy, he said, that resulted in its low cost.
He said the Blast is a fun bike. It is easier to ride and light as a
feather compared with the heavier cruising and touring "Harley Hogs." The
Blast is exceptionally user friendly, easy to handle, gets 70 miles to the
gallon and has a cruising range of around 200 miles. Buyers, mostly
uninitiated non-riders or novices are offered a Riders Edge(TM) schooling
program to help minimize any fear of the unknown.
Atwood said the two companies worked together to determine their potential
customers. The market was divided into two groups. First the friends and
families of motorcyclists, second -- those who are not. The first group sells
itself and needs no preaching to the choir. The second group, the
inexperienced novice and non-riders needed to be oriented, educated and
informed. Both groups had many similarities such as love of the outdoor,
exercise, sports, etc.
Atwood said the latter group would be targeted through emphasis upon
advertisements in a non-traditional manner through consumer publications and
cable TV with less emphasis upon the traditional motorcycling publications and
racing oriented TV.
He said the new Buell Blast is being built at the Buell plant in East
Troy, Wisconsin and will gradually be moved to a new Harley-Davidson plant in
Kansas City.
According to Atwood, the new marketing philosophy of Harley-Davidson, was
made largely as a result of extensive research which showed significant
changes in motorcycle rider demographics.
Atwood pointed out there are seven million riders out there now -- an
increase of 30 percent in only 10 years -- and while the motorcycle industry
is enjoying the biggest sales boom in over 20 years, research shows the median
age of traditional riders is increasing rapidly which does not bode well for
future sales.
He said the overall median age of riders today is 38, whereas 10 years ago
it was 32. Harley's Cruiser and Touring segment of the market is now 41 and
47 years respectively -- an increase of about 8 years over the past ten years.
Motorcycle riders are getting older and the decision was made to attract
new riders and that decision was a "Blast," he said. Already the guys love
it, the gals love, it, even the old folks love it. It's an overall winner,"
he said.
The Atwood brother and sister owned and operated business is the largest
Harley-Davidson/Buell dealership in the world -- an 86,000 square-foot
building, a huge parking lot, and outbuildings covering an entire city block
on Revere Beach Parkway (Rte. 16), in Everett.
The U. S. Small Business Administration honored the dealership last year
with its "Small Business Persons of The Year" from Massachusetts Award.
CONTACT: John Atwood, President, 617 389-8888
