Matt Levatich prefers a hog to the bad piggies of "Angry Birds."
The Harley-Davidson CEO said electronic devices, such as smartphones and video games, were distracting potential young bikers from the call of the open road.
"I'm in the camp of: It isn't bad, it's just different," he told The Wall Street Journal.
He may have a point:
But he believes the rebellious counterculture that started in the 1950s -- in which motorcycles were emblematic -- will endure.
"People are going to want to actually live for real," he said. "I think we have a product that has a great fit with that outlet."
The Milwaukee-based company is facing declining sales. Harley sold 79,589 bikes in the first quarter of this year, down from 80,682 during the same three-month period last year; sales are well down from the company's 2006 peak, the Journal reported. Orders for custom models also dropped 13 percent this year, according to the Milwaukee Business Journal.
The Morning Email helps you start your workday with everything you need to know: breaking news, entertainment and a dash of fun. Learn more