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Harley-Davidson reported an average age of 45 for a specific group: North American customers with new- or used-motorcycle loans through Harley-Davidson Financial Services (HDFS). That is not an average for every Harley owner or rider, and the figure is based on data ending in September 2023—not a current 2026 estimate.
What age did Harley-Davidson report?
The company’s Q2 2024 earnings presentation gives the latest value in its series as 45. The slide labels the measure “Average Age of HDFS Customer” and defines it as the average age of HDFS customers with new and used motorcycle loans in North America. The underlying data covers January 1, 2013, through September 30, 2023. Harley-Davidson’s Q2 2024 presentation
CEO Jochen Zeitz described the figure as “about 45” on the July 25, 2024, earnings call, referring to HDFS data on customers purchasing new and used motorcycles. Earnings-call transcript published by MarketBeat
Does that mean the average Harley owner is 45?
No. The measure is specifically about HDFS loan customers, not a census of Harley-Davidson owners. Buyers who pay without an HDFS loan are outside the stated group. The slide also does not establish an average for people who own older Harleys, all riders, or customers worldwide. A purchaser, a loan customer, an owner, and a rider are not interchangeable populations.
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So the careful answer is: Harley-Davidson reported an average age of 45 for this particular North American financed-buyer group. Whether 45 counts as “old” is a matter of opinion, not something the statistic can settle.
Has Harley-Davidson’s customer age been rising?
Zeitz said the average had “not moved significantly in the last 10 years and even much beyond.” The presentation’s historical series shows values including 44 and 45 for the same HDFS customer measure. This is the company’s description of its historical data; the series ends in September 2023 and does not show a new measurement for 2026. Harley-Davidson’s Q2 2024 presentation · Earnings-call transcript published by MarketBeat
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Can you compare that figure with other motorcycle owners?
Not on the evidence behind this figure alone. A meaningful comparison would need to match the year, geography, and population being measured—for example, loan customers against loan customers, or registered owners against registered owners. No directly comparable industry-wide average is established here, so 45 should not be presented as the typical age of all motorcycle owners or as proof that Harley riders are older than riders of other brands.
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