MILWAUKEE — After reporting that Harley Davidson underperformed in sales, the Milwaukee community has had plenty to say about it.
TMJ4 received hundreds of comments with theories about why the brand isn't selling as many bikes as it used to.
One person wrote: "We can't afford eggs… we definitely can't afford motorcycles."
Another saying: "Their market is aging out and there's seemingly no plan to try and appeal to younger markets."
So we brought those questions to some Milwaukee riders for their point of view.
"How do you think the effort has been going with getting women and younger riders on bikes?" asked TMJ4's Mariam Mackar.
Watch: Milwaukee motorcyclists speak on efforts in increasing female ridership
"Well it's never easy," said Valerie Hoppens. "Getting more women is the hardest part."
Hoppens is the co-founder of Litas Milwaukee, a women's motorcycle collective.
"Harley specifically is a great proponent for making sure the activities are geared not just towards men but towards women as well," Hoppens said.
According to Hoppens, Harley Davidson has been making major outreach efforts to encourage new female riders. That includes partnering with the group to give out free passes to their 'new rider' courses.
Harley's class is how Deana Zolinski says she started riding just a few years ago.
"In 2023 I went to Harley's training class and they were super supportive of having women riders," said Zolinski. Since then, Zolinski has joined several other motorcycle groups in the area and describes the community as welcoming and diverse.
"Have you seen people say 'I just can't afford to buy a Harley?'" Mackar asked Hoppens.
"Yes, thank goodness for Facebook marketplace," Hoppens replied. "There are other avenues to go. There are very few women who buy a brand new bike."
In their earnings call, Harley leadership said high interest rates were a contributing factor to affordability and lack of sales.
Despite this, riders like Hoppens and Zolinski said their community here in Milwaukee isn't going anywhere as outreach for new riders continues.
"It is so empowering, it is so freeing," said Zolinski. "It's amazing."
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