Matthew Levatich
Analyst · Sharon Zackfia with William Blair
Yes, Sharon, thanks. This is Matt. I appreciate the question. I would say when you look at the net increase of riders in 2018 was to 26,000, I believe. And last year, 2019, was 55,000. So we are improving, but -- and I mentioned this in my remarks, we need to accelerate our efforts. And that's what's behind this targeted effort that I mentioned in answering Craig's question. So we set out 10-year objectives and that objective specifically is to increase the number of riders in the U.S. to 4 million. It's at 3.1 million now, so clearly, we have to pick up the pace to close that gap. And we have very specific programs in place that we're piloting right now to do that. And we feel good about it. And part of what's challenging about this transformation is it's really challenging the culture of the company, including even in the dealer network. When for 100 plus years, we've woken up every morning and told ourselves, our job is to make great motorcycles, and we did a great job at that. It is quite a different challenge to wake up in the morning and say we now need to build riders. That requires different skills, different capabilities and different mindsets and a different cultural attitude and culture, our culture is very powerful, it's important, and to shift that culture, we're very -- taking very deliberate steps with talent, with organizational structures and conscious efforts to just reinforce to everybody associated with the brand that our job is beyond just building great bikes, it's really becoming very skilled at building riders and customer creation, as I had mentioned. And it's simply to say that of all the transformations that we've done, and they've been very significant and very difficult, whether we're talking manufacturing or product development, this one is the most significant because we're thinking differently about what we're here to do and that requires all of us to show up differently in the company and even including in the dealer network. So we're into it and we have a lot more work to go, you can see that in the numbers, we need to accelerate our pace and we're adding things to the mix to do that.