Bruce Rossmeyer thinks that the average Harley-Davidson rider these days is a RUB (rich urban biker, a term coined by Harley-Davidson enthusiasts to refer to executives, lawyers and other professionals who buy expensive motorcycles as status symbols).
Rossmeyer, who owns 14 Harley-Davidson dealerships across the country, just acquired Boston Harley-Davidson and also opened up a high-end HD shop to sell overpriced t-shirts and gear to tourists on illustrious Newbury St.
He was quoted in a recent article written in the Boston Herald newspaper as saying:
“The image of Harley-Davidson bikers as ‘rebel riders’ is pretty much gone these days. We’re ‘Rolex riders’ now.”
Huh? Perhaps that’s the case in Mr. Rossmeyer’s world, but I think he needs to buy himself a clue. I’ve said it before and I’ll say it again: the face of the modern biker is changing. Gen X and Y are getting in on the action and they definitely do not fall into the RUB category. There’s a younger demographic of riders out there just waiting to be tapped and the HD mothership gets that.
This video accompanies the announcement of HD’s Dark Custom line of bikes that’s had the motorcycle world buzzing for weeks now. These bikes are stripped, chopped and raw and extremely cool looking!
Even reading some of the comments on youtube the clash of the age groups is palpable:
“…you need a young spine to ride a hard single seat with your hands above your shoulders all day. these “radical customs” are poser bikes. hard core riders ride roadies, dynas, and softies and not fatbobs, nighsters, or boneses. you just cant sit on one all day.”
“Harleys aint for the old anymore – just ’cause i am 24, doesn’t mean i want a p-o-s bike. i want a harley, now i am gonna get me one. thanks for finally acknowledging not all gen x is broke…”
This is an interesting time to be a younger biker. I think I’ll sit back, watch and go along for the ride.