Harley Davidson

Owning a Harley-Davidson is ultimately about riding the bike with the freedom to go where and when you choose. This central theme will appeal to all demographics that Harley Davidson is targeting, and this will play a major role, if not the most important role, in enticing young riders. Harley Davidson’s motorcycle riders come from every generation, every walk of life and every corner of the world. The business and the brand are both built on the philosophy that “while we are many, we all share one passion” – independence, freedom and individuality.

The US population of young adults (ages 18 – 34), women, Hispanics and African Americans, is about three times the traditional customer base of Harley Davidson, and is expected to grow at an annual rate of 3 – 4 % to more than 200 million by 2050. Harley Davidson has clearly established a leadership position in these outreach demographics, by maintaining the same core values of independence, freedom and individuality. It has also managed to shed its image of catering to the traditional customer base, which are the Caucasian men ages 35 – 74. It has also expanded internationally to Europe, Australia and Asia (especially Japan).

Harley-Davidson’s US market share (for young adult mane and women) has risen from 31.9% to 45.6 % between the period of 2008 – 2012. The company is well poised to capture more of this expanding market and increase its market share as it stays true to its central theme and core values.

In conclusion, Harley-Davidson makes an emotional connection with the customer via brand association and product ownership. To own and ride a Harley means to be part of a club, a part of a mind-set, and culture. Harley Davidson recognizes this brand association and promotes this by facilitating the brand community (by establishing and supporting the HOG, the Harley Davidson museum etc.). Its owning and riding a Harley that appeals to people.  This type of brand association is hard to shake as it appeals to a...