Competitor Analysis: Harley Davidson has major competition in Japan and then in Europe and minimum

is in USA.

The competition in Japan consists of Yamaha, Honda, Suzuki, and Kawasaki. These are the four giants of
the motorbike world with owning 50% of the world market. There features include there incredibly fast
speed and affordability. It can vary in price from 3,000 yen to 40,000-yen, average cost is around 60,000
yen for a dealer to do it. Whereas a Harley Davidson costs at least 600,000 yen.

The bikes generally range from 400cc to 1795cc in Japan.

In Europe the competition occurs from BMW Ducati. Which are both not heavyweight bikes but are
known for their speed and light weight designs. This makes it difficult for Buell to achieve the target
market.

In USA the there is no major competition but in 1969 light weight cheaper Japanese bikes emerged as
competition for the Harley Davidson which are completely different design engine power of the
heavyweight bikes but are more threat to the sports bike.

Competitive edge of Harley Davidson is name recognition, brand loyalty, brand quality and customer
loyalty. The company benefits by having “the made in America” image attached to its products. The
image of a Harley rider and owner is one of a tough, independent, free spirit, ready and willing to take
on the world type of man. The sound of a H-D motorcycle in idle or being ridden is unique and very
identifiable.

The problem or points of parity here is the target market of young adults that is more attracted towards
the lightweight bikes with more speed rather than the heavyweight bike like HD because of this the age
of its customers is increased to 45 on average and it must attract more customers in early age of young
adults so it can penetrate the next generation. HD needs to counteract this advantage of the
competitors by attracting more young adults through Buell.