1. Testcase
Harley-Davidson

2. Let me introduce you to:

3. My dad

4. My dad has a great passion. He shares this passion with a
million people all over the world.

7. Vision:
“We realise dreams, inspired by all the roads in the world,
by providing exceptional motorcycles and customer
experiences. We encourage our customers passion for
freedom so they can give vent to their own individuality.”

8. HD Business Model
CSVP CR
CH
RSC
KA
KR
KP
“Live to Ride”
HD Lifestyle
Honesty,
accountability
People from
different
backgrounds
H.O.G
Chapters
Dealers
Website
Magazine
Ride outs
Selling experience and
Hardware
Invest-
ors
People
who
ride
Organising
rides
Making bikes
Factory in
Milwaukee
Manufacturing,
marketing

10. Harley-Davidson offers a lifestyle, not a
vehicle that will bring you from A to B.

11. HD does this through:
- High user involvement
-Posse rides
-Clothing and accessories

12. High user involvement
A lot in Harley Davidson is by and for drivers, like a new
project: ‘Project Rushmore’. This project presents a set
existing models, with new innovative features. The ideas for
this features come from a group of co-creating users.

14. Users also can put together their own ‘dream on wheels’
with the ‘online creator’.

16. The bikes are only made in the Official
Harley Davidson factory in Milwaukee,
USA, and shipped all over the world.

17. European Posse Ride
At least once a year, a European Posse Ride takes place.
Every member of H.O.G (harley owners group) can
register and make a big ride through Europe. This is where
users get to know drivers from all over the world.

19. In the Netherlands there are thirteen chapters, in the
world there are more than 1400. A chapter is attached to
a dealer and every member wears the name of his chapter
on his vest.

20. Clothing and accessories
Harley-Davidson sells clothes with their logo’s on it.
Dealers have their own t-shirts and for every event a new
t-shirt is made.

22. But, next to clothing, anything you can put a
Harley-Davidson logo on, is made.

26. Harley-Davidson motivates their customers to become a
part of the Harley-Davidson community and make it their
lifestyle. When you are not riding your bike you can still
surround yourself with HD things, and do activities that are
about HD, and show this to the world.

27. It is not about using the motorcycle as a vehicle to get
yourself to your destination. It is about the ride.
Live to ride, and make great friends along the way.