Harley-Davidson reported an average age of about 45—but that figure applies to a specific group: North American customers with new or used motorcycle loans through Harley-Davidson Financial Services (HDFS). It is not an average for every Harley-Davidson owner or rider, and “old” is a subjective judgment.
What age did Harley-Davidson report?
The company’s Q2 2024 earnings presentation gives the latest value shown as 45 years for the “Average Age of HDFS Customer.” Its footnote defines the group as HDFS customers with new and used motorcycle loans in North America. The underlying data covers January 1, 2013, through September 30, 2023. Harley-Davidson’s Q2 2024 earnings presentation displays values of 44 and 45 across the historical series.
That makes 45 the company-reported average for this financed-customer group—not a current, all-owner estimate for 2026.
Who is included in the number?
The statistic describes customers with HDFS loans for new or used motorcycles in North America. It does not establish the average age of cash buyers, people who own older Harleys, all current owners, or all riders. A motorcycle purchaser may also differ from the person who ultimately rides or owns the bike.
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So the most precise answer is: Harley-Davidson’s reported average for this particular group of financed motorcycle customers was about 45. The available figure does not show whether the typical Harley owner, considered across all owners, is older or younger.
Has the average age changed?
On Harley-Davidson’s July 25, 2024, Q2 earnings call, CEO Jochen Zeitz said the average age of customers purchasing new and used motorcycles, based on HDFS data, was “about 45.” He also said it “has not moved significantly in the last 10 years and even much beyond.” MarketBeat’s published transcript of the call records those remarks; the company’s slide provides the underlying measure and data period.
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This is the company’s description of a historical trend. The slide’s data ends in September 2023, so it should not be read as a new 2026 measurement.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Does 45 mean Harley-Davidson owners are old?
There is no objective age at which an owner becomes “old,” and the statistic cannot settle the question for all owners anyway. It supports a narrower conclusion: the average age in Harley-Davidson’s North American HDFS loan-customer measure was around 45, and the company described that measure as relatively stable over time.
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No directly comparable industry-wide average is established by these figures. A sound comparison would need to match the year, geography, population measured—such as borrowers, buyers, registered owners, or riders—and method. Comparing this loan-customer statistic with an all-owner survey or a general population figure would mix unlike groups.
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