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.
January 29th, 2008 at 5:31 pm
Harley is going through a rough time right now. Walk into any Harley dealer and they have 06 and 07 left overs gathering dust. The “old school” (never ride anything but American) biker types are aging. The Yuppy RUBs don’t have the play money thay had in the 80’s and 90s and the new young upstart motorcyclists have grown up with japanese quality and performance equipment will not tolerate poor quality, oil leaks, and 50 year old technology. It’s going to be an interesting seeing what happens as the economy continues to slip.
January 31st, 2008 at 10:02 am
I think that Harley knows it owns older riders but realizes it needs to start reeling in some youngins. In addition to advertising to the under 40 crowd with this line of bikes, they now sponsor UFC.
I was in a Rossmeyer dealership the other day and he obviously thinks that all HD riders wear rolex’s. The prices were higher than the other dealerships around me. I hear his service is supposed to be great but maybe its just a case of - you get what you pay for.
February 26th, 2008 at 4:50 pm
To know this is one thing,to see it being said is sad…these guys are a cancer to what I and alot of riders over 50 believe in…its ok that Harley built a bike for the person who has no desire to know anything about a bike.We had to build it if we wanted it…I am 51 and still ride with single seat and 20″ apes..and has for 50 year old tec…please Harley has come along way from AMC and the oil spots brother
April 8th, 2008 at 6:42 pm
I think the dark custom is for the real Harley owner, not weekend warriors, PS, support your local 81