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INTRODUCTION :
Harley - Davidson is one of the mythological brands in the world. Every Harley- driver has
its own stories and every Harley-bike its own history. Because of ageing Harley-consumer,
the brand itself suffers from an old-fashioned image and has problems of selling its bikes
to young consumers. In order to appeal to young consumers the company appointed
CMO-Richer in 2007. And statistics show that new motorcycle sales to young customers in
all sizes of on-road motorcycles, Harley- Davidson has been the U.S. market share leader
since 2008. So why don't we see lot of people riding Harley-Davidson anymore?
CURRENT MARKET :
There are very few products that makes people excited about and will tattoo your logo on
their body. And having the tag line as " American by birth, Rebel by choice ". The main
market of the company are intended for heavyweight and sport bikes. Their slogans
changed a lot in the years. The Brand now stands at " Enjoy the Ride " and characterizes
freedom, individuality, rebelliousness, and independence. The typical Harley owner are
white males over the age of 35-47. It is said that "the stronger the brand is with older
generation, the weaker it is with younger generation". And HD is addressing these by
shifting demographics to attract more younger generations. This is understanding market
segmentation and improving strategies.
The Brand is mainly focused on people who want to be a part of an exclusive community
who shared freedom, lifestyle, adventure and experience. All activities are geared towards
building a community. The people are loyal to the brand and the depth of commitment of
the community was extraordinary. Now the target market for the company who they call as
outreach customers, young adults (18-34), Caucasian women, Hispanic men and women
and African- American men and women ( 35+ ). The market segmentation is divided into
demographic, geographic, psychographic and behavioral segments.
The Market also is targeted to bike riders who can spend a lot, for their brand and also
prefer Heavy bikes relating to psychographic market. They have a traditional customer
base and trying to sell the same motorcycle wrapped in a different color and with a new ad
campaign to a new generation. As said " you can sell a young man's car to an old man, but
you cannot sell an old man's car to a young man " - Semon E. The aggressive appearance
and unique thump sound does not increase the customer base.
