MoCo Stepping Up Efforts to Bring New Blood to the Brand
Harley-Davidson is leveraging the power of its brand for the betterment of riders.
Build Riders
Attracting new riders has been at the forefront of Harley-Davidson's agenda for a number of years, but the Motor Company took it one step further in September 2019. The MoCo announced their plan to “amplify brand power to attract riders,” while sharpening “long-term objectives to support building the next generation of riders.” Is this just heady talk, or is there an actual plan being implemented?
Growth Catalyst
Harley-Davidson states that a “deeper consumer insight” is the driving force in refining and sharpening its objectives. The Motor Company “plans to focus investment and build new capabilities to invigorate brand experience,” in order to “spark passion that deepens rider commitment.” The shorthand for this wordy approach is 'Amplify Brand,' a new 'growth catalyst' in the More Roads to Harley-Davidson plan.
Soul Leverage
Amplify Brand joins the existing growth catalysts of New Products, Broader Access, and Stronger Dealers. Motor Company CEO Matt Levatich tried to put the concept in perspective, “We see a meaningful opportunity to leverage the power of the brand to demonstrate how riding a Harley-Davidson fills the mind, body, and soul in ways that help riders live for real.”
Intangible Feeling
Levatich's metaphysical statement works on a number of levels. There is something intangible and difficult to articulate about riding a motorcycle — especially a Harley-Davidson. Riding is undeniably a feeling, along with many other factors. The Motor Company's intensified rider-centric approach takes this into account by focusing on bringing new riders in and “keeping all riders riding — no matter what their experience level, age or life stage.
Small Displacement
The Motor Company has an ambitious plan to expand ridership to 4 million by 2027. One of the tactics being used by many major motorcycle manufacturers is the introduction of smaller, beginner-friendly bikes, and e-bikes. The push towards small-displacement machines is also tied to international sales and market-specific bikes such as the HD350 Project built by the Chinese company Qianjiang.
Safe Ride
In addition to the Harley-Davidson Riding Academy and it's New Rider Course, private ventures are also fueling two-wheel desire. 'Discover the Ride,' part of the Progressive International Motorcycle Shows, gives non-motorcyclists the opportunity to ride a motorcycle in a safe, highly controlled environment. There are also women-only sessions to help ease new female riders into the fold. Reports show that 80% of participants in the forward-thinking initiative plan on getting a motorcycle license.
Affordable Goals
Harley-Davidson's brand promotion and push to attract new riders may not be such an impossible task. Contrary to popular belief, Millennials are not killing the motorcycling industry. Despite coming of age during the 2008 economic crisis, and being saddled with student debt, more than half of those under 35 want to learn to ride. Affordable entry-level products are a must if Harley-Davidson wants to meet its long-term goals.
Amped Passion
Harley-Davidson's initiatives seem to be working. The MoCo is creating a strong generational desire while taking care of their core customers. Efforts to increase international sales are paying off, and domestic sales have started to stabilize after being in decline. Amplify Brand and 'growth catalyst' might just be corporate jargon, but the dedication and passion behind the ideas are as real as it gets.
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