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.