2. What Should Harley Davidson do to enhance
connection with the Youth globally, in the near
future?
3. Harley Stereotype
• Old Man’s Bike
• Hogs – Bulky, White
men (above 40)
• Even bulkier two-
wheelers
• Outlaw archetype -
rebellion, leather, freedo
m, and endless
possibilities.
4. Youth Movement By Harley
• "No Cages" campaign - no
stereotypical Harley-Davidson rider
any more
• “Out of many, one” - promoting
uniqueness of the Harley-Davidson
riders
• “Jumpstart” - Consumers ride a fully-
functioning motorcycle strapped
down to a stationary frame
• “Put Your Bad Side In 5th Gear”
5. Youth favored bikes that
• Weren't as big as most
Harleys
• Had much less chrome
than the cycles older
riders chose
• Classic cut-back “old
school” look.
6. DARK CUSTOM
• Easier for younger customer to
relate to
• Stripped-down look
• Light on the chrome
• Heavy on the black steel and
the attitude that goes with it
• Sent Dark Custom experiential
trailers to music festivals
• Pointing out the links between
Harley ridership and other
extreme lifestyle sports.
7. IRON 883
• Price was an obstacle
• Ads for the Iron 883
( $8,000 )
“About six bucks a day.
Cheaper than your
smokes, a six-pack, a lap
dance, another tattoo, a
parking ticket, a gas station
burrito, cheap sunglasses
or more black T-shirts.”
8. Connecting with youth
Social Media
Facebook – 3.3 million
friends
Twitter - #StereotypicalHarley
Launched a music-based
property – Harley Rock
Riders
Experiential marketing
Design changes
A considerable effort to teach
thousands of neophyte bikers
to operate a their machines
9. Connecting with youth
• Harley Owners Group –
Riding, Music & other
benefits
• Interactive website with a
Harley feel to it
• Apparel and accessories
• Music merchandise
