Harley to launch new program to lure younger buyers

Harley-Davidson can’t rest its laurels on its fiercely loyal but aging fan base so it’s taking a page from automakers. Next month, the iconic American motorcycle maker will begin selling certified pre-owned bikes aimed at capturing younger buyers.

Its program, H-D Certified, marks its first entry into the used marketplace in the U.S. More than 300 dealers have expressed interest in participating.

It’s part of Harley’s new strategy aimed at expanding the brand’s appeal beyond middle-aged and affluent riders.

Harley needs to attract new riders. The 118-year old brand has been steadily losing market share in the U.S. Retail sales have fallen for six years.

Used Harleys are less expensive and demand for pre-owned bikes is strong. Some dealers told Reuters used Harleys outsold new ones last year by three-to-one. And J.D. Power data shows Harley was the most sought-after brand in the market for used big bikes last year.

Under the new program, Harley will certify motorcycles up to five years of age with up to 25,000 miles. They’ll be inspected and backed by a 12-month limited warranty.