What Should Harley Davidson do to enhanceconnection with the Youth globally, in the near future?
Harley Stereotype• Old Man’s Bike• Hogs – Bulky, White men (above 40)• Even bulkier two- wheelers• Outlaw archetype - rebellion, leather, freedo m, and endless possibilities.
Youth Movement By Harley• "No Cages" campaign - no stereotypical Harley-Davidson rider any more• “Out of many, one” - promoting uniqueness of the Harley-Davidson riders• “Jumpstart” - Consumers ride a fully- functioning motorcycle strapped down to a stationary frame• “Put Your Bad Side In 5th Gear”
Youth favored bikes that• Werent as big as most Harleys• Had much less chrome than the cycles older riders chose• Classic cut-back “old school” look.
DARK CUSTOM• Easier for younger customer to relate to• Stripped-down look• Light on the chrome• Heavy on the black steel and the attitude that goes with it• Sent Dark Custom experiential trailers to music festivals• Pointing out the links between Harley ridership and other extreme lifestyle sports.
IRON 883• Price was an obstacle• Ads for the Iron 883 ( $8,000 ) “About six bucks a day. Cheaper than your smokes, a six-pack, a lap dance, another tattoo, a parking ticket, a gas station burrito, cheap sunglasses or more black T-shirts.”
Connecting with youthSocial Media Facebook – 3.3 million friends Twitter - #StereotypicalHarley Launched a music-based property – Harley Rock Riders Experiential marketing Design changes A considerable effort to teach thousands of neophyte bikers to operate a their machines
Connecting with youth• Harley Owners Group – Riding, Music & other benefits• Interactive website with a Harley feel to it• Apparel and accessories• Music merchandise