• by Karl Greenberg , July 9, 2008

Harley-Davidson is launching an effort to get women to swing a leg over one of its bikes, or one by sibling sport-bike maker Buell. The company is giving away designer rings to women who buy its bikes, offering a new book aimed at women and launching a dealership program for women only.

The Harley-Davidson ring is for women who have graduated from Rider's Edge, the company's new-rider training program, and purchased a new Harley-Davidson or Buell between June and October this year. The ring was designed by Karen Davidson, daughter of Harley-Davidson designer Willie G. Davidson and great-granddaughter of one of the company's founders.

Harley-Davidson's approximately 680 dealerships across the country are also hosting free women-only garage parties. Leslie Prevish, Harley-Davidson's women's outreach manager, says the company has been marketing to women for years, but has ramped up efforts since 2003. "I have a print ad from 1920 encouraging women to ride," she says. "We have advertised, done PR, [and held] events for women at Sturgis and Daytona. We have boosted our efforts in last five years." The company launched a microsite, Harley-davidson.com/women riders, in 2004.

She says efforts focus on perceptions about physical size in terms of handling a motorcycle. "Some women are into think they are too small or not strong enough," she says. The dealership events for women are, in part, designed to demonstrate how a bike can be lowered, or generally altered for women. "Part of it is educating women that they can make modifications to a motorcycle."

The company says the number of women who have bought new Harleys has tripled over the past 20 years, with women now accounting for about 12% of new Harley-Davidson motorcycle purchases.

While the market for lighter two-wheel travel - scooters in particular - has benefited enormously from high gasoline prices (Italian scooter make Piaggio is enjoying triple-digit sales growth this year) heavy bikes are doing less well. Milwaukee, WI-based H-D said US retail sales were off 5.5% during the quarter. Global retail sales were off 1.2%. In the first quarter, retail sales were off 12.8% versus the quarter last year, which was better than the heavyweight motorcycle industry, which was down 14.0%, per the company's stats.