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Great job Evelyn
There was a time when a pack of Harley-Davidson Motorcycles would intimidate even the bravest of men. These iron beasts of the open road were reserved for America's "bad boys", the gangs and outlaws who committed senseless crimes and left a trail of destruction in their path. Those days have since passed. These images have been replaced with the reality of Wild Hogs in corporate America. This is due in large part to the brilliant marketing campaign that Harley-Davidson Motorcycles embarked on in the late 1980's and 1990's. Transforming the freedom of bike riding from a sociopathic get-a-way to a "wanna be" pastime.
Suddenly, everyone from CEO's to t-ball coaches want to own a Harley.
This reversal of image saved the company and catapulted its worldwide sales to never before seen profits. What began as a lifestyle marketing campaign soon changed and became a target marketing campaign geared towards working professionals and women.
Things started to turn for Harley in the late 1980's when the company began to focus on brand recognition and reliability.
"Overnight Harley became reliable. It didn't leak and it didn't break down all the time. At that point, Harley began to gain momentum."
This new-found momentum fueled a whole new generation of bikers. It became the expression of freedom and an investment in American tradition. That investment grew when Harley decided to take a target market approach and focus on selling to women.
At the time, women made up only 4% of all Harley motorcycle purchases. By 2006 that number had jumped to 12% and nearly $300 million in sales. And that doesn't include clothes, riding gear and accessories. Jerry Wilke, Harley-Davidson's vice president for customer relations said, "The opportunities to cater to women are endless, and we will continue to do more." Harley knows there is plenty of untapped potential and a gigantic market geared towards chic bikers.
Soon Harley added catchy slogans to their brand to give it more appeal and recognition. "Live to ride", "The road starts here" and "The legend lives on" are a few of the widely popular catch phrases Harley used to lure potential customers. Combine this with the universally recognized bar and shield logo and Harley had re-invented itself into an American icon. Dave Bell, owner of Capitol Harley-Davidson summed it up best,
"There's riding motorcycles, then there's riding Harley's. Harley's get in your blood and become a way of life. Don't underestimate the outlaw image. There's a little of that in all of us."
Today Harley-Davidson owners continue to promote the lifestyle by giving back to the community; organizing charity rides and sponsoring local organizations and events. As a Harley owner, I can honestly say, that there is nothing more therapeutic than a sunset cruise on a perfect day. The stress and worries of the day seem to disappear as I feast on asphalt and fade into an imaginary world where I alone own the road.
What image do you associate most with a Harley? Chime in.
Photograph Credit:
Sabrina Segal
1. SuzLowry |Feb. 1, 2010 @ 4:09 AM
I started riding in 1982 when I was attending Galveston College. My first bike was a 1980 Honda 400 CMT, and I guess you could say I loved that bike. I must have as a spent an entire year living on it in Texas where you can ride almost year round.
But my budget and my disabilities kept me from ever hoping to own a Harley. I even named one of my children Harley figuring that would be the only way I'd ever get a Harley. I still ride and now have a Honda Shadow 1100cc, a much bigger bike. It rides more like a car than a bike, and some days I yearn for the old ride, as I used to feel part of the experience, part of the road, akin to the wind. My last bike was a Honda 500 and there were days when it just hummed along the highway in perfect unison with my physical and spiritual being.
Do I need the status of a Harley? Not really. Do I need the cost of upkeep for a Harley? Not even. Do I think less of myself because I never had a Harley motorcycle? Not hardly. Am I less of an American for riding a Honda? No way. Three of my children have served this country, and I'm probably more American than most in my desire to keep my independence and freedom.
And that's one of the reasons I ride. Freedom, joy, independence, and a challenge. Never forget the challenge.
I have to thank all the Harley riders for making it such a challenge to ride a Honda in the good old USA. Keep up the good work, my friends!
In much of the biker world, at least here in the Pacific Northwest where the riding season is way too short, bikers do have a desire to reach out to other bikers. We ride together, Harley, Honda, Yamaha, Suzuki, and more, both men and women, and we often do it in the service of others, sometimes raising money and toys for children, sometimes benefits for downed brothers and sisters, or cancer, or leukemia, or domestic violence, or some other deserving need.
Next time you see a biker, you might just ask that person about the next big benefit ride coming up. Chances are he or she knows when, where, and why, and will invite you to join in the fun. Who knows, your next car could be a Harley.