They aren’t riding to be cool, they just want to beat the traffic!

By now we are all tired of hearing about the latest sacred Boomer cow that Millennials are slaughtering, but last week’s UBS report actually has good news for the motorcycle industry. The financial services company conducted a survey of more than 2,000 people between the are of 21 and 34 in an attempt to figure out why Harley-Davidson stock has fallen 32% in the past 12 months. While their findings are bad news for big expensive cruisers and touring bikes, they are actually good for other parts of the industry. Unlike

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