Richard Clarke

I was out riding my red motorcycle the other day when I started to think if I am really having a love affair and close connection with this high tech 150 horse powered beast. It’s just like every other adrenalin inducing sport bike out there and I have been through a few of them. I don’t know, but maybe I m getting older because now I find that I’m not connecting with the sexiness of power and speed anymore. I want something more in my motorcycles like some quality that I can identify with; maybe a sense of loyalty. I then thought of my Harley riding friends and the contentment, happiness and pride they exude in their rides. They not only show it but will let you know about it every chance they get. For them it’s a Harley Davidson, the American dream and every red blooded American guy or gal wants one. The Harley is America, apple pie, the girl next door. Then it dawned on me this is what brand loyalty is about; something I can connect with.

Like all motorcyclists, I have always been infatuated with the mystique of the motorcycle and the Harley name has always symbolized a certain charisma that goes beyond the motorcycle world. Its brand is iconic and is firmly established in the American culture. Harley early on realized this and established a certain image that reflected what many riders thought that a motorcycle should be. It reflects their actions and feelings in the form of freedom, Americana and individuality. That individuality is a key factor because it embraces the broad spectrum of riders from the “bad boy hard core” to the sedate Sunday rider. Their loyal followers encompass different ages, incomes, ethnicity and gender. What they have in common is the sense of freedom that the Harley name invokes and part of its history which spans over 100 years and is totally as Americana as is John Wayne, apple pie and made in America. This theme is reflected in all of their models from the Fat Boy to the Tour Glide. Harley’s overall success is not due to blazing claims of performance and “techno” wizardry but to its brand equity which is reflected in its loyal following.

I have found that the loyalty of the typical Harley rider is evident not only in what they ride but in their lifestyle. They not only have the Harley Davidson motorcycle, but they have accessories like lots of chrome and aftermarket parts and Harley Davidson is right there to meet and supply their needs and assist in providing the love for their precious rides. This loyalty has extended into many other areas such as clothing, shoes, boots and even jewelry. In fact this love is so strong that most of these riders will not think of buying other brands of motorcycles because they are totally invested into the Harley lifestyle. Now when I ponder brand loyalty, I have visions of my Harley riding buddies and when I ponder the concepts of marketing, I now visualize Harley Davidson. That sounds like a match made in heaven to me. Am I a Harley Dude? Only time will tell. But I think I’m now starting to feel the love.

What brands mean America to you?

Graphic Credit:
Animationfactory.com