In 20o3 the Harley Davidson brand was 10o years old. Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (954), the typical consumer is accountants very different. They are likely to be rich, middle-aged trying to recapture their youth. The average age of Harley Davidson customers is 46 compared with 36 for the rest of the motorbike industry. At the party to celebrate the centenary, the surprise performer was actually Elton John, rather than the Rolling Stones who many people had expected. This caused many of the 150,ooo riders and dealers to leave the event very unhappy. Although sales and earnings for Harley Davidson have been increasing for the past 18 years, many people see trouble on the road ahead. The problem is Harley Davidson's typical customers come from the baby boom generation (946-1964) and, as these customers get older, Harley Davidson may find its market shrinking