As consumers view motorcycles as leisure and luxury items rather than as a necessity, the company should be able to target those who live in urban areas with high number of public transport and population. People who don't primarily use cars in those cities will likely consider purchasing a motorcycle for convenience and accessibility. Therefore, the company must have aggressive marketing in focusing and addressing those needs that will result in more attention from cyclists. From a consumer perspective, Harley-Davidson products are expensive and expensive. Those who could afford motorcycles are mostly wealthy and have high incomes. These reasons explain why consumers consider motorcycles as leisure items. For example, when sales decline, a second alternative should be considered to reduce costs on less popular models that have not given the company an above-average return. However, the reduction in model prices could put the company's margins at risk, thanks to which Harley-Davidson could protect its profitability