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Harley woos female bikers

The New York Times (registration required), 7/25/07

Abstract:

At a recent convention of Harley-Davidson dealers here, Delia Passi, a marketing consultant, was sharing the finer points of selling to women with her audience of about 150, many of whom wore boots, jeans and tattoos. One wore a T-shirt that read, "Born to Party, Forced to Work."

Neatly groomed hair is a good start, she said. Always maintain eye contact. Keep those handshakes firm, but not too firm. Clean the bathrooms. Set up a ply area for children. And don't forget the little things that can help draw in passers-by. "Put a plant out there to say you are female-friendly," she said.

Many of the dealers took notes, and for good reason. American women are the fastest-growing part of the motorcycle business, buying more than 100,000 of them a year. Even though aging baby-boomer men, with money to spend and time on their hands, have played a big role in expanding the market in recent years, motorcycle companies are trying hard to woo women buyers.

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