Not really a joke but I didn't know where else to put it. 1. Sensitive Pragmatists (29%) The largest segment of Harley owners tends to be blue collar workers. They consider themselves easy going and practical. These owners take motorcycle riding seriously. They say "You'd better know something about what you're doing before riding a motorcycle." They like the "high" of riding. They tend to be Touring Model Owners. 2. Laid Back Campers (24%) Quiet and soft-spoken. That describes these Harley owners. This group likes to cruise, not speed or race. They also view their bikes as a way to get out of the city and in touch with nature. These bikers are patriotic: the "Made in America" label is their number one reason buying a Harley. They tend to be Sportster owners. 3. Cool-headed Loners (17%) The loners consider a Harley motorcycle the perfect get away vehicle to express their independence. They tend to be higher income "white collar" individuals. In their opinion the "Harley experience" is the ride itself. They describe the Harley as a "fingerprint: you buy the basic cycle, then personalize it so no one else has one exactly like yours." Loners also believe in "live and let live"; to them, riding a Harley reflects that attitude. They tend to be Softail owners. 4. Adventure Loving Traditionalists (10%) This market segment rides a Harley for its independence, freedom and adventure. These individualists love risk and seek thrills. Traditionalists consider new Harley-Davidson riders trendy and unappealing. Like the Laid Back Campers, this group believes the reason behind Harley's great performance and quality is the "Made in America" label. They purchase all models. 5. Classy Capitalists (8%) Sometimes described as "Rich Urban Bikers" or "RUBS" this segment represents the traditional American success story - a class of winners. Famous stars are represented in this group; members are often 45 to 50 years old. Most promised themselves years ago they would reward themselves with a Harley-Davidson after making a certain amount of money. This group loves the attention they get when riding a Harley-Davidson. They tend to purchase Softails. 6. Misfits (7%) This buyer enjoys its reputation as the "bad guy" and the "wild man." These owners claim to have "tattoos with attitude" The last thing they want is to be seen as stylish! They live for a chance to cut loose on their machine. The sound and speed of a Harley are important to this group. They're always looking for an opportunity to "open it up." This group buys Dyna models. 7. Stylish Status Seekers (5%) The smallest Harley-Davidson market segment is young, stylish, and elitist. This group tries to emulate the "famous stars" of the Classy Capitalists group. These riders say "Riding a Harley separates you and makes you stand out." Like the Classy Capitalist, this group wants to be noticed Harley aesthetics have the biggest appeal to this group. Owners liken a Harley bike to a vintage car - both are made for a ride on a sunny day. This group buys CVO models and one-off customs.