Rascasse Audience Intelligence

Harley-Davidson Target Market in United States

Harley-Davidson has an estimated audience of 16.8M people in United States.

#1among Motorcycles in United States
#205among brands in United States#67in Cars & Mobility

The average Harley-Davidson fan in United States is 40.3 years old, more male, and lives primarily in California.

By number of fans, Harley-Davidson ranks #1 among the 45 objects in Motorcycles in United States — 52.8× the group median.

Its fans are 1.3 years older than the group average of 39.0.

Compared with the other 44 objects in Motorcycles, Harley-Davidson fans stand out for their interest in Cruiser (motorcycle), Dump truck and Turkey hunting.

Most fans live in California, Texas, Florida.

Top affinities include Cruiser (motorcycle), Indian (motorcycle), Chopper (motorcycle), with strongest over-indexing on Cruiser (motorcycle) (5.05× the country average).

Demographically, the Harley-Davidson audience skews more male with an average age of 40.3, and over-indexes on personality traits such as Patriotism, Extroversion.

The typical Harley-Davidson fan in United States is more male, around 40.3 years old, with strong Patriotism tendencies and a notable affinity for Cruiser (motorcycle).

Category: Cars & Mobility · Type: Brand · Subtype: Motorcycles

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
16.8M
in United States
Gender
23.8%♀
76.2% male
Age
40.3
average years
Country rank
#2020
among all objects in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Harley-Davidson

23.8% are female, 76.2% are male, average age 40.3.

Fig. 02

Gender split

23.8%
Female
76.2%
Male
Demographic split for Harley-Davidson audience in United States
MetricValue
Female23.8%
Male76.2%
Average age40.3
Estimated audience size16.8M
Fig. 03

Age distribution

Ø 40.3
average years
Age distribution of the Harley-Davidson audience in United States
Age bracketShare%
16-2421%
25-3418%
35-4418%
45-5421%
55+22%
Fig. 04

Worldwide distribution

27.3%

of the worldwide Harley-Davidson audience comes from United States.

Worldwide audience distribution share by country for Harley-Davidson
CountryShare
United States27.3%
Italy6.7%
India6.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Harley-Davidson customers by region in United States
#RegionReachAffinity×
01South Dakota~80K1.83×
02Wyoming~50K1.58×
03Wisconsin~400K1.51×
04West Virginia~100K1.45×
05New Hampshire~90K1.36×
06North Dakota~50K1.33×
07Kentucky~300K1.25×
08Montana~70K1.24×
09Iowa~200K1.23×
10Tennessee~400K1.21×
11Indiana~400K1.21×
12Nevada~200K1.16×
13New Mexico~100K1.14×
14Oklahoma~200K1.13×
15South Carolina~300K1.12×
16Arkansas~200K1.09×
17Ohio~600K1.08×
18Alaska~40K1.07×
19Alabama~300K1.05×
20Nebraska~100K1.05×
21Idaho~100K1.03×
22Maine~70K1.02×
23North Carolina~600K1.00×
24Utah~200K0.99×
25Florida~1M0.98×
26Pennsylvania~600K0.96×
27Arizona~400K0.96×
28Kansas~100K0.96×
29Texas~1M0.94×
30Louisiana~200K0.94×
31Missouri~300K0.93×
32Michigan~500K0.92×
33Minnesota~300K0.92×
34Colorado~300K0.91×
35Mississippi~100K0.91×
36Georgia~500K0.88×
37Illinois~600K0.86×
38Virginia~400K0.84×
39Hawaii~60K0.83×
40Vermont~30K0.80×
41California~1.5M0.77×
42Delaware~40K0.77×
43Maryland~200K0.73×
44Connecticut~100K0.73×
45Rhode Island~40K0.69×
46Washington~300K0.67×
47Oregon~100K0.65×
48New Jersey~300K0.63×
49Massachusetts~200K0.62×
50New York~600K0.60×
Fig. 06

Affinity by region

Affinity by region — Harley-Davidson, United States
0.60×1.00×1.83×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Harley-Davidson audience vs. the country average
#·InterestCategoryAffinity×
01Cruiser (motorcycle)Cars & Mobility5.05×
02Indian (motorcycle)Cars & Mobility4.29×
03Chopper (motorcycle)Cars & Mobility4.19×
04Touring motorcycleCars & Mobility3.75×
05Custom motorcycleCars & Mobility3.57×
06MotorcyclingCars & Mobility3.31×
07Motorcycle sportSports2.86×
08Motorcycle clubCars & Mobility2.79×
09Dump truckCars & Mobility2.59×
10Turkey huntingSports2.32×
11Advance Auto PartsCars & Mobility2.25×
12MotorcyclesCars & Mobility2.08×
13RVsCars & Mobility2.05×
14AutoZoneCars & Mobility2.01×
15RoadTravel & Leisure1.97×
16Freight transportCars & Mobility1.87×
17Motor vehicleCars & Mobility1.72×
18AutomobilesCars & Mobility1.58×
19MachineBusiness & Career1.56×
20ManufacturingBusiness & Career1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Harley-Davidson audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Harley-Davidson audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.56×
ExtroversionTHRILL1.27×
Risk AppetiteTHRILL1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Harley-Davidson audience vs. the country average · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.80×
Career OrientationPOWER0.91×
Healthy LifestyleBALANCE0.92×
0×1.00× baseline2×
Appendix

Explore more audiences

More Motorcycles audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Harley-Davidson over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/harley-davidson-2523” · Methodology