The Age Curve: How to Profit from the Coming Demographic Storm

The Age Curve: How to Profit from the Coming Demographic Storm

The Age Curve: How to Profit from the Coming Demographic Storm

The Age Curve: How to Profit from the Coming Demographic Storm

Excerpt

There are sick empty feelings in your stomach, and then there are really big sick empty feelings. I had the latter. Our signature account of eight years, American Honda Motorcycle, had shipped the year's allotment of new 1986 bikes to the dealers two months earlier and a unique thing happened: nothing.

Our history with Honda had been nothing but successful up to this point. The formula was simple: Honda sent the bikes from Japan to a New Jersey warehouse, where they were distributed to the Northeast regional dealers, who prepped them and displayed them on showroom floors. As soon as they were displayed at the dealerships, the marketing and advertising kicked in and the customers bought them—all of them. Life was good.

But this was 1986 and the bikes did not sell. It wasn't that traffic was slow. There was no traffic. The folks at Honda asked, “Did you run the ads?”

This is when the really big sick empty feeling kicked in. The bad news was that sales volume was dropping like a stone. The really bad news was that sales would continue to drop for the next six years until the decline amounted to an 80 percent free . . .

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