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Motorcycles

Can Millennials Save the Motorcycle Industry?

As aging riders hang up their leathers, Harley-Davidson and Honda pin their hopes on smaller, affordable bikes for a new generation.
Honda Rebel 500 lede

For Fed Pacheco, it was a long journey from motocurious to motorcyclist.

There was a ride years ago in Texas on his uncle’s Suzuki Boulevard, not long after Pacheco had emigrated from Venezuela. A few years later, he decided to take a riding course and got his motorcycle license, though he still didn’t pull the trigger. But when Honda unveiled its new Rebel 500 in November, the 27-year-old finally went all in.