THIS IS WHERE WE LIVE BETWEEN RIDES

Background Founded in 1903

 Only US player in global motorcycle market

 Served every major war from past 100 years In 1969 taken over by AMF
 Soldiers started the bike culture
Restructuring plan by Richard Teerlink
During 70’s competition from
 Circles of Management
Japanese manufacturers
 Selling Products Selling community
 25% of market share , going public
1981, leveraged buy-out

Harley Owners Group was created

in 1983

1986

2001
 Marketing Objectives

 Expand potential customer base

Expand potential customer base
 Targeting first time buyers
Targeting first time buyers
 Appropriate pricing strategy
Appropriate pricing strategy
 Meet the market demand
Meet the market demand
Sportster
Super Glides
Softail
Sport Glides
Tour Glides
Electra Glides
 Marketing Strategies

 Customer Vehicle Operation

 Buell Motorcycles

 Creating scarcity

 Sports Bike manufacturer

 Targeted free-spirited riders

 Heavyweight motorcycle market

 Advertising & Promotion

 H-D’S marketing communication evolved over a period of time

 They started an exclusive H-D’s merchandise
 Financial services were offered by Eagle Mark
 Dealerships, a one stop-shop for exclusive H-D’s products
 In early 1990’s, H-D promoted life style experience.

 In 1983,the Harley owners group was started.

 In 2001,HOG continued to sponsor motorcycling events.

 The Buell Riders Adventure group(BRAG),a club for

Buell owners was started in 1995.
• In 1999,Ford and H-D teamed up in a 5 yr
contract

• H-D had 1065 dealers world-wide.

• 75% exclusive H-D dealers.

• 620 independent dealers.

 Leveraging the Brand

 H-D’s key strength is in brand image rather than technology.

 H-D had a vigorous global program of trademark reg. and enforcement.
 It licensed the use if its name to two cafes in New York and Las Vegas
 Looking Ahead

 H-D’s ambitious vision was to double their production for their 100th anniversary.
 H-D decided on a 9.6% annual increase in production.
 H-D planned to start a new plant in York, Pennsylvania to increase production capacity.
Than Q?