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Harley Davidson Motorcycles are known to primarily market to Anglo baby boomers. J. Richard Tapia owns and operates four Harley-Davidson dealerships in California and Nevada. However, there is a younger, affluent, Hispanic buyer demographic that just might help sustain the Harley market as the baby boom market peaks out. The International Latin American Motorcycle Association (LAMA), a Hispanic touring club with about 22 chapters and 2,500 U.S. members.

A Young, Upscale Hispanic Market - These Hispanic buyers tend to be in their mid-20's to early 30's, easily a decade younger than the current mainstay Harley buyers, Mr. Tapia adds.

Generally, they are looking for the "classic" Harley look in such models as the Heritage Softail, Fat Boy, Dyna, and Road King models, Mr. Tapia says. They tend to prefer sport bikes, opt for wider rear tires and higher performance engines, and "trick out their bikes more than white bikers," he explains. The basic bikes without extras range in price from $6,500 to $20,000.

Harley Davidson estimates that 3.4 percent of its U.S. buyers were Hispanic in 2004. That is an estimate of about 12,700 bikes with the "riders are riders" philosophy.

Harley sponsored the 2005 U.S. Hispanic Chamber of Commerce convention in Milwaukee Keith Rosenblum Hispanic Business Mag