Based on data from the Motorcycle Industry Council owner survey, nearly 1 out of every 10 motorcycle owners is female15 The average U.S. Harley-Davidson motorcycle purchaser is a married male in his late-forties, with a household income of approximately $81,300, who purchases a motorcycle for recreational purposes rather than to provide transportation and is an experienced motorcycle rider. Over two-thirds of the firm’s U.S. sales of Harley-Davidson motorcycles are to buyers with at least one year of education beyond high school, and 31% of the buyers have college degrees. (See Exhibit 5.)