1. As far as the current target customer of Harley Davidson, the company has been aimed at attracting the young generation of consumers. However, among young consumers, semi-autonomous vehicles, and ride-hailing services are increasingly popular day by day (Hoium, 2019). Hence, particularly in urban areas, young consumers are likely to choose a self-driving ride-share. 2. The target customers of Harley Davidson and the marketing strategy should appeal to a new rider: young, urban, but not necessarily American. On the other hand, the company can also target older white men, women, people of any colour or anyone lives in a city and wants a motorcycle for commuting.