According to the Wall Street Journal, Harley-Davidson has ramped up its in-house financing arm in the last few years as it continues to seek out new customers beyond its primary aging baby boomer demographic.

The Journal notes that loans now account for 40% of the motorcycle manufacturer’s operating income, up from 28% in 2012, and that nearly two-thirds of the company’s new bike sales are financed through loans, up from half in 2012.

The Journal added that the strategy carries some risk, as the rise in loans has also coincided with a rise in defaults and repossessions.