The document discusses Harley-Davidson's brand identity in India, emphasizing themes of individuality, freedom, and adventure tied to its motorcycles. It mentions recent initiatives, including the launch of a mobile dealership and plans for significant events like the largest H.O.G. rally in India. Recommendations for growth include developing new bike variants suited for Indian terrain and enhancing customer engagement through a mobile app.

1. HARLEY DAVIDSON INDIA
SHANU AGGARWAL

2. BRAND IDENTITY PRISM
PHYSICAL
PRODUCT
• Inventive design
• Load and powerful engine
• Custom cruiser
PERSONALITY
RELATIONSHIP CULTURE
REFLECTION SELF IMAGE
• HOG
• Harley is not for
everyone.
• For love of the open
road
• Individuality
• Freedom
• Passion
• Style
• Joy of individualism
• Commitment to adventure
• Reward of fulfilment
• World around you
• Feel more alive

3. Sheeja Mathews
HR Professional
Brand Ambassador
for HD as a woman
rider
Veena Paliwal, Entrepreneur
“Lady of Harley” & “HOG Rani”
Died in road accident during HD
sponsor nationwide tour
INDIAN
QUEEN’S
OF
HARLEY

4. EXPERIENCE
OF A INDIAN
RIDER

5. FANS FOLLOWING

6. CURRENT STRATEGIES IN INDIA
• For expansion in India, Harley-Davidson
unveiled its first mobile dealership,
named Legend on Tour (Bus coach as
moving showroom) at India Bike Week
(IBW) in Goa.
• Events for Harley owners
• Large dealership
• Targeting customers widely

7. CONTIUNED……
• Harley-Davidson is organising the biggest ever
H.O.G. Rally in India.
• Launch of latest bikes in India.
• Started manufacturing and assembling in India.
• Consider them as dominant player in India.

8. Recommendations
• Develop a new variant in the Street family (common family).
• Develop bikes as per the Indian terrain.
• Can open a café in metros same as in Las Vegas to experience
the brand.
• Should launch mobile app for all the existing HOG to connect
each other.

9. THANK
YOU