From 1969 onwards, Harley-Davidson bikes, with outrageously swept-back handlebars and other innovations, became the ideal of young riders everywhere, though today they are bought mainly by wealthy middle-class enthusiasts who also like to be different. They too believe that, compared to cars, motorbikes in general offer more travel freedom, style and general accessibility-always assuming you can these days fork out between USD300,000 and 500,000 to buy and H-D, still the dream bike of riders around the globe who include basically well-heeled staid citizens.
In China, Harley-Davidson’s target customers and almost exclusively middle-class, enthusiasts in their 30s and 40s, who are well aware that the high price tag of their bike would comfortably buy a medium-priced BMW car. The follow-up cost of further out fitting varies considerably but can be several times the initial purchase price.
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