Nothing says 'rock and roll' like turning up on a Harley Davidson, but rock and roll isn't cool anymore, and neither are motorcycles. You don't see many young people walking around in denim and leather with patches sewn onto their jackets, and that's because they're not riding bikes. Harley Davidson, in particular, is feeling the squeeze, with AB recently changing their rating of its shares to 'market perform' rather than 'outperform.' Their sales are consistently falling by 2% a year.
It's unknown why millennials aren't enthused about getting on a motorbike and hitting the freeway. Some people have suggested that it might be down to safety concerns, whereas others say it's more likely to be fear of theft. If this trend continues, the Hell's Angels might have to start sending representatives to careers fairs to persuade people to take up the habit.