The young generation is expected to be one of the major profitable customers in the coming decade, who prefer lightweight motorcycles that are small in size, fast and have innovative designs. Unfortunately, the lightweight motorcycle skills and technology possessed by Harley-Davidson lag behind those of its competitors. Aside from that, lack of economic scale will be a hindrance when Harley-Davidson competes with Japanese companies that promote lower-priced, lightweight motorcycles. Additionally, the brand image – the American lifestyle – is not accepted by young people and emerging markets. (Harley-Davidson, Inc., May 2012,