Harley Davidson Case Study

Harley-Davidson

“You’ve shown us how to be the best. You’ve been leaders in new technology. You’ve stuck by the basic American values of hard work and fair play… Most of all, you’ve worked smarter, you’ve worked better, and you’ve worked together… as you’ve shown again, America is someplace special. Were on the road to unprecedented prosperity… and we’ll get there on a Harley.”

- President Ronald Regan

One of the main reasons Harley-Davidson has been so successful in the motorcycle industry is because they took the time to build a solid image and foundation for their company. There is a respect and understanding developed by their customer base about what it means to own a Harley-Davidson motorcycle. This quote from the President embodies the perceptions of the public. Harley was seen as the best, they revolutionized the motorcycle industry with their designs and customization, and they created a need that couldn’t be sufficed with any other bike. When the President gives you recognition and relies on your company as a comparison to the nation, it holds serious significance. This recognition is what Harley-Davidson has built their empire off of, but in order to further seal their fate in the success department they will need to continue to innovate and keep an open mind toward the future.

According to the top-management team in 2009, the Harley-Davidson image and the loyalty it engendered among its customers were their greatest assets. The lifestyle of owning a Harley is what most consumers wanted to get involved in. Being described as the “ultimate biker status symbol… A quasi-religion, an institution, a way of life”, let them develop a unique relationship with the American culture. This is important for them, and it is one of the main reasons they have always been at the top of the super – heavyweight division. Their market share has been unbelievable in this division, but that isn’t always enough to remain...