$12\mathrm{.}12$ Investigative Report: Scoping Out

the Competition $($L$.$O$.4)$

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As a junior sales associate working for Irv Seaver BMW

Motorcycles in Orange, California, you wonder what your

sales will look like as the COVID$-19$ pandemic thrusts the

country into a severe downturn. Until the global pandemic hit, BMW motorcycles had enjoyed nine years

of continuous healthy growth in all regions of the world

except North America. Closing in on its annual sales target of $200,000$ units, BMW Motorrad has cemented its

third place among the biggest premium motorcycle makers behind Honda and Harley$-$Davidson$\mathrm{.}17$

In the meantime, the pandemic has hit Harley$-$Davidson at

a vulnerable time. The biggest manufacturer of large premium bikes has suffered plummeting sales numbers for

five years in a row, with international shipments down to

the lowest level in a decade$\mathrm{.}18$ Within three years the company$$s stock price has dropped $42$ percent. Some believe the worrisome trend is a sign of a structural decline in

the U$.$S$.$ motorcycle market and changing demographics.

Young consumers appear unimpressed by the brand, not

even after the launch of its first$-$ever electric motorcycle$$a

model far removed from its core business$\mathrm{.}19$

After all, the iconic manufacturer$$s core target audience

has traditionally been white, male, and middle$-$aged. This

is why Harley$-$Davidson is now trying to appeal to women

riders and a younger generation of would$-$be bikers. You

bring up this topic with your boss, Dale Diaz, and he asks

you to find out what exactly Harley$-$Davidson is doing.

YOUR TASK Visit the Harley$-$Davidson USA website and

study how the legendary motorcycle manufacturer is targeting females and younger riders. Write an informational

report in memo form addressed to Dale Diaz. Which of its

motorcycles does your competitor promote as ideal for

women, and why? How about apparel? What other ways

has Harley$-$Davidson found to attract new riders? Is the

company succeeding