A data profile of the people who buy, follow and care about Harley-Davidson in Italy — modelled from more than twelve digital signal sources. Harley-Davidson has an estimated audience of 4,113,616 people in Italy.
The average Harley-Davidson fan in Italy is 38.7 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Custom motorcycle, Chopper (motorcycle), Motorcycle accessories, with strongest over-indexing on Custom motorcycle (4.17× the country average).
Demographically, the Harley-Davidson audience skews more male with an average age of 38.7, and over-indexes on personality traits such as Risk Appetite, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Harley-Davidson fan in Italy is more male, around 38.7 years old, with strong Risk Appetite tendencies and a notable affinity for Custom motorcycle.
The key figures that characterise the Harley-Davidson profile in Italy.
26.6% are female, 73.4% are male, average age 38.7.
| Metric | Value |
|---|---|
| Female | 26.6% |
| Male | 73.4% |
| Average age | 38.7 |
| Estimated audience size | 4,113,616 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 19% |
of the worldwide Harley-Davidson audience comes from Italy.
| Country | Share |
|---|---|
| United States | 27.4% |
| Italy | 6.7% |
| India | 6.2% |
Where the Harley-Davidson audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~900K | 1.32× | |
| 02 | Veneto | ~400K | 1.30× | |
| 03 | Piedmont | ~400K | 1.17× | |
| 04 | Tuscany | ~300K | 1.16× | |
| 05 | Marche | ~100K | 1.15× | |
| 06 | Sicilia | ~400K | 1.13× | |
| 07 | Abruzzo | ~100K | 1.13× | |
| 08 | Emilia-Romagna | ~400K | 1.08× | |
| 09 | Puglia | ~300K | 1.08× | |
| 10 | Friuli-Venezia Giulia | ~80K | 1.08× | |
| 11 | Campania | ~500K | 1.07× | |
| 12 | Lazio | ~500K | 1.02× | |
| 13 | Trentino-Alto Adige/Südtirol | ~80K | 1.02× | |
| 14 | Liguria | ~100K | 0.91× | |
| 15 | Calabria | ~100K | 0.85× | |
| 16 | Sardinia | ~90K | 0.82× | |
| 17 | Basilicata | ~30K | 0.81× | |
| 18 | Umbria | ~50K | 0.80× | |
| 19 | Molise | ~10K | 0.74× | |
| 20 | Aosta Valley | ~7K | 0.66× |
The strongest cross-interests of the Harley-Davidson audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Chopper (motorcycle) | Cars & Mobility | 4.25× | ||
| 02 | Custom motorcycle | Cars & Mobility | 4.17× | ||
| 03 | Indian (motorcycle) | Cars & Mobility | 4.07× | ||
| 04 | BMW Motorrad | Cars & Mobility | 2.47× | ||
| 05 | Suzuki | Cars & Mobility | 2.43× | ||
| 06 | Motorcycle accessories | Cars & Mobility | 2.41× | ||
| 07 | Sidi | Sports | 2.26× | ||
| 08 | Motorcycle club | Cars & Mobility | 2.21× | ||
| 09 | Sport bike | Cars & Mobility | 2.18× | ||
| 10 | Motorcycle helmet | Cars & Mobility | 2.17× | ||
| 11 | Motorcycling | Cars & Mobility | 1.79× | ||
| 12 | AutoScout24 | Cars & Mobility | 1.73× | ||
| 13 | Tire | Cars & Mobility | 1.70× | ||
| 14 | Scooters | Cars & Mobility | 1.70× | ||
| 15 | Motorcycle sport | Sports | 1.69× | ||
| 16 | Used car | Cars & Mobility | 1.68× | ||
| 17 | MotoGP | Sports | 1.63× | ||
| 18 | Motorcycle racing | Cars & Mobility | 1.63× | ||
| 19 | Hybrids | Cars & Mobility | 1.58× | ||
| 20 | Austria | Travel & Leisure | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.37× | |
| Patriotism | CONSERVATISM | 1.30× | |
| Individualism | JOY | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.93× | |
| Spirituality | BALANCE | 0.95× | |
| Social Media Usage | JOY | 0.97× |
Harley-Davidson's target market in Italy covers an estimated 4,113,616 people, concentrated in Lombardy and Lazio.
26.6% of the Harley-Davidson audience are female, 73.4% are male, with an average age of 38.7 years.
Harley-Davidson fans show strongest brand affinity for Custom motorcycle (4.17×), Chopper (motorcycle) (4.25×), and Motorcycle accessories (2.41×) over the country average.
Harley-Davidson fans in Italy are most concentrated in Lombardy (reach ~900K), Lazio (reach ~500K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Harley-Davidson itself, the audience over-indexes on Chopper (motorcycle) (4.25×), Motorcycle accessories (2.41×), Motorcycle club (2.21×), and AutoScout24 (1.73×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Harley-Davidson. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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