In 2008, it became the leading manufacturer of motorcycles to sell to customers younger than 34 years old without changing the products too drastically or lowering its prices. Harley-Davidson merely modified some design elements for its Dark Custom series of motorcycles which consists largely of existing Harley-Davidson motorcycles but with flat black paint, much less chrome, and toned-down styling. It portrayed its heritage message of freedom, uniqueness, individual expression and shared experience recognized by older customers