When you see Harley's numbers falling and HD reacts by having a major shake up and installing new marketing staff while announcing a major spending increase you know the rest of the retail motorcycle business needs to pay attention. When I was 20 something I did not know a male that did not want a motorcycle and a fair amount of females too. Today with risk aversion and limited income the 20-30 somethings that should be driving a boom are a bust. Stand in any motorcycle shop for an hour on a Saturday and visually survey the traffic for average age. Bet you that 50+, maybe 60+ with dominate especially in Euro & Domestic brand dealers. Even though the pond has gotten larger [realm of potential consumers] the number of fish has gotten fewer so we need to stock the pond. Where and how are we going to find a way to enhance demand among the Generation X, the Millennials and Generation Z who are now in elementary and high school? What is the key to reviving that desire to feel the freedom only two wheels gives one? To make motorcycle ownership appealing functionally as well as recreationally? It is my long held belief that there has ever only been 1 successful motorcycle advertising campaign, " You Meet the Nicest People on a Honda" - 1963. That created NEW riders, new demand and if you drill down far enough you'll find that those consumers created a half century ago are the audience we have been selling to for the past 5 decades. If you look back at the media buys for the Honda campaign, it was placements in the major magazines and regular television. They reached out to non-riders, the ads expressed the normality of riding a motorcycle, showed people dressed in street clothes doing something fun while getting there on their bikes. Now the motorcycle media is incestuous, we only court those already members of the family. That doesn't provide growth, we all just steal consumers from each other as we switch brand loyalty. This industry needs more. - Reynolds Mansson Thoughts?