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Interview: How Harley-Davidson Built a Community of One Million Fans

Introducing our new interview series for community builders, where we ask the people behind top brand communities why and how they built it.

For my first interview, I spoke with one of the true pioneers in the space: the Harley-Davidson Owners Group.

Quick intro: from brand to lifestyle with community

You may know the story already.

In the 1980s, the company started the complicated task of reinventing itself and reviving the brand after several tough years. This new strategy included building the Harley-Davidson community.

A decade later, the brand's community strategy had allowed the company to increase loyalty and reconnect with growth. That's when Harley-Davidson went from brand to lifestyle.

Motorcycle fan or not, there's plenty to learn from them. I got to interview Stéphane Sahakian, the brand's Community Manager in France, and Xavier Crépet, Western Europe Marketing Manager.

Where did it all begin for the Harley-Davidson Owners Group (or HOG)?

Stéphane: "The HOG was launched in 1983 by one of the founder's grandsons. He wanted to get to know our customers and build long-lasting relationships with them. When local "chapters" were created, that's when it really took off.

Chapters are smaller local clubs within the Harley Owners Group directly linked to a dealership. Each chapter has its own Director and office who are in close contact with myself at the national level.

We want to get as many people joining local chapters as we can: it means more touch-points with the brand as each dealership has an event calendar and organizes rides.

The first European clubs were created in the 1990s. In France, we now have 18,000 members, including 6,000 people integrated with one of our 53 chapters."

How did you become the "owner" of the French community for the brand?

Stéphane: "In 1992. I was invited to join the HOG, at the time I was a simple client. After several years as a member, the brand asked me to join the company to help them run the community."

"Give them what they came to the brand for, and they'll give it back to you tenfold."

What's the #1 goal of the HOG community?

Stéphane: "Our primary goal is always to stay connected, engage, motivate, and keep the dream alive for our customers. "

Xavier: "If we were to give it a tagline, ours would be "ride and have fun". The HOG is a hedonistic community where people love to come together and share new experiences."

"Our #1 goal is staying connected, engage, and motivate."

Your community is all about going out and on the road. How are you adapting to the pandemic?

Stéphane: "2020 will be a strange year, our new goal right now is to encourage people to get back on the road again - once it's safe. When and how we'll be able to do that is the question. During the lockdown, to stay connected with our community, we organized a live concert #Rockathome on Facebook.

Xavier: "We know Harley-Davidson is just a way riders discover new experiences and live their passion. So no wonder some are having a very difficult time right now. Stéphane has been doing truly essential work in keeping chapter directors motivated and giving them the support they need."

Other than the pandemic, what's the biggest challenge for the community?

Stéphane: "A few years ago, we realized the community needed to open up to younger members. Around the same time, the brand was launching new models that were more appealing to a younger audience.

We realized we couldn't get stuck in our old ways. We started using social media, had to figure out what younger people wanted from the community. Sunday outings were less popular with them.

We created a "Young Officer" role within each chapter who would host events of their own and make sure they participated in a few chapter events.

We still have lots to do, but we're seeing our work start to pay off."

You wanted to get to know your customers. Has that worked? Does your exec team see important member feedback?

Xavier: "Our design and C-level teams go to our big community events around the world. It's all about getting direct feedback from our customers.

Many of our products directly integrate community feedback: aerodynamics, ergonomics, dashboard, customer and rider experience... We really listen to what our community is telling us, they play a key part in our product testing process."

How do you measure success and community impact? What key metrics do you track?

Xavier: "Proving added business value is key for us, but we are mindful not to have too much of a commercial approach. Our first aim is to grow the community so more people live their passion.

That being said, frequent riders have to make sure their motorcycle is running well and they have the right equipment. HOG members ride twice as often as other riders and spend 30% more than a non-member.

HOG members s pend 30% more than non-members

They're also a walking advertisement for the brand. They're true brand advocates: no one is paying them and many introduce their friends to the brand.

If I had to sum up our approach, I'd say it's: " Let's give them what they came to the brand for, keep that dream alive, and they'll give it back to us tenfold. "

Stéphane: "Absolutely. Harley-Davidson is more than a product. People are buying a lifestyle, a passion. We're very aware of that and are nurturing that passion. That community marketing, at the core of our brand, is essential."

What kind of tech do you use to run the HOG community?

Stéphane: "We don't rely on that much tech. Events are really at the heart of what we do: rides, rallyes, festivals... You don't have to own a Harley. Our goal is to get as many people as we can to live the Harley-Davidson experience.

We're more about putting guidelines in place, training and communicating about what they can and can't do, the safety precautions they need to take, insurance policies, etc.

Xavier: "Obviously, social media, webinars, are essential right now. But it's not making up for that human touch that's so integral to our community. It's very rare to have this kind of brand engagement, and it's almost all happening offline."

The brand's Euro Festival attracts over 60,000 people

What’s the next big thing on the HOG community roadmap?

Xavier: "The brand is going through a transformation with new motorcycles for trialing, adventure, electric bikes. We need to diversify if we want to remain relevant over the next 100 years.

And the community has to evolve too. We're letting riders test electrical models at our national events, we share the direction we're going in, the company strategy. It's all about showing them how we're evolving as a brand, but reassuring them - it's still Harley. We're not replacing anything, just extending that experience.

We need our community to be fully on board for these changes. Community is very similar to a product: it needs to evolve, it needs a redesign from time to time. "

As the brand who pioneered it all, what do you draw inspiration from for the HOG community?

Stéphane: "I'm closely following other motorcyclist, cyclist and car communities or owner groups. I'm always wondering how they work, what they're pushing for next with their community. You have to be curious and look everywhere. There's still a lot to learn."

"Much like any product, a community needs to evolve over time"

What would you tell someone who's looking to launch a community today?

Xavier: "You shouldn't launch a community just to have one, because it's the trendy thing to do. Be cristal clear on the purpose, on why you want a community.

Community is great if you want to build loyalty, get direct feedback, build a better company. A community's added value to a company is huge, but it can't be a one-way thing.

There has to be a win-win situation if you want your customers to give their time to the company. So if you're launching a community, my advice is to think hard about the process you're building to reward, recognize and give a purpose to your community. "

One last thing to add, Stéphane?

Stéphane: "Just one thing. What makes the HOG so successful, is that it's run by the brand. It's how the community gets to evolve so quickly.

You have to set some guidelines and then let people express themselves, have fun and live that experience.

Take it from us, freedom is important in any community. But the brand has to be the leader. And there needs to be a clearly identified spokesperson of the brand people can always turn to."

Big thanks to Stéphane and Xavier for sharing your story about the Harley-Davidson community!

If you don't want to miss other interviews like this one, subscribe here:

Topics: Community building Brand community Community interviews

Harley-Davidson Marketing Strategy 2024: A Case Study

Harley-Davidson, a legendary name in the motorcycle industry, has cemented its position as a premium brand through its strategic marketing efforts. The company’s marketing strategy focuses on brand positioning, customer relationships, and engaging promotional activities that resonate with its target audience.

Key Takeaways:

Harley-Davidson has established itself as a premium brand known for its powerful engines and exceptional riding experience.
The brand’s commitment to excellence justifies its premium pricing strategy.
Harley-Davidson motorcycles are perceived as status symbols and a lifestyle choice.
The company offers customization options for customers to personalize their bikes, enhancing the brand experience.
Harley-Davidson provides a wide range of motorcycle parts, accessories, and branded clothing under the MotorClothes brand, catering to the needs of motorcycle enthusiasts.

Brand Positioning and Customer Relationships

Harley-Davidson, founded in 1903 by William S. Harley and Arthur Davidson, has established itself as an iconic brand renowned for its authentic motorcycles. The company has overcome numerous challenges, including surviving two World Wars, The Great Depression, and the Global financial crisis. This resilience has contributed to the brand’s cult-like status among motorcycle enthusiasts.

At the core of Harley-Davidson’s success is its strong brand positioning. The company places a significant emphasis on freedom and individualism, resonating with its target audience . The brand’s logo, featuring an eagle and biker clothing reminiscent of Wild West imagery, further reinforces its unique identity and authenticity.

Harley-Davidson recognizes that building strong customer relationships is crucial to its long-term success. The company invests considerable time and resources into understanding its customers’ needs, preferences, and emotions. By empathizing with customers’ perspectives, Harley-Davidson strives to create a personal connection, fostering brand loyalty and building lasting relationships.

Customer relationship management (CRM) plays a pivotal role in Harley-Davidson’s marketing strategy . The company leverages CRM processes to maintain strong customer relationships and generate profitable interactions. Through sponsored events, organized conventions, and the Harley Owner Group (HOG) community marketing club, Harley-Davidson collects a significant amount of customer data. This data helps the company tailor its offerings, provide superior customer value , and achieve customer satisfaction.

Harley-Davidson’s commitment to brand community is evident in its inclusive approach. The brand has retooled its organization to treat community-related activities as a companywide investment rather than just marketing expenses. By fostering a sense of belonging and engagement among its community members, Harley-Davidson creates a unique brand ecosystem.

The Power of the Harley-Davidson Community

The Harley-Davidson community is not just limited to motorcycle owners but extends to enthusiasts who share a passion for the brand. This community plays a significant role in brand building and customer relationships. By connecting enthusiasts through platforms like the Harley-Davidson Museum and the Harley Owner Group (HOG), the brand encourages personal connections and engagement. Programs like the Rivet Wall at the museum further promote interaction and strengthen relationships among community members.

Harley-Davidson’s success in brand positioning and customer relationships can be attributed to its ability to foster a strong brand community. The brand’s emphasis on authenticity, customer loyalty, and emotional connections sets it apart in the competitive motorcycle industry.

Key Statistics
Founded	1903
Brand Value	$7.8 billion
Global Recognition	Iconic American brand with a global presence
Challenges	Periods of low returns due to competition from cheap Japanese motorcycles and a damaged brand reputation linked to outlaw gangs
Customer Relationship Focus	Investment in understanding customers and empathizing with their perspectives and feelings toward the brand
Community Engagement	Harley Owner Group (HOG), the Harley-Davidson Museum, and programs like the Rivet Wall promote personal connections and engagement among community members

Promotional Activities and Engagement

Harley-Davidson, a legendary motorcycle brand founded in 1903 by William S. Harley and Arthur Davidson, has always been at the forefront of promotional activities, leveraging various strategies to create brand awareness and engage with its loyal customer base. With a rich heritage and a strong commitment to innovation, Harley-Davidson has established itself as a global icon in the motorcycle industry.

One of the key promotional activities employed by Harley-Davidson is strategic brand placements in movies and TV shows. By collaborating with filmmakers and producers, the brand ensures that its motorcycles are featured prominently in popular media, creating a powerful association between the brand and the thrill of motorcycle riding. This not only enhances brand awareness but also reaches a wider audience who may be inspired by the on-screen portrayals of Harley-Davidson motorcycles.

In addition to brand placements, Harley-Davidson organizes a plethora of rallies and events throughout the year. These gatherings not only bring together passionate riders but also serve as platforms for the brand to engage directly with its customers. From the famous Sturgis Motorcycle Rally to local dealership events, these rallies and events provide opportunities for riders to connect, share experiences, and create lasting memories. By fostering a sense of camaraderie among riders, Harley-Davidson strengthens customer loyalty and deepens the emotional connection to the brand.

Harley-Davidson’s promotional activities go beyond rallies and events. The brand actively participates in high-traffic areas such as motorcycle shows, trade fairs, and community events to ensure maximum exposure and reach. By being present in these spaces, Harley-Davidson not only showcases its diverse range of motorcycles but also interacts with potential customers, answering their queries, and providing them with firsthand experiences of the Harley-Davidson brand.

Brand Awareness and Customer Engagement

Through these various promotional activities, Harley-Davidson effectively builds brand awareness and sparks customer engagement. The iconic Harley-Davidson logo, introduced in 1910, has remained relatively unchanged, becoming synonymous with quality craftsmanship and the spirit of freedom on the open road. By integrating its logo and motorcycles into popular culture through brand placements and events, Harley-Davidson successfully cultivates a strong brand image and maintains its status as a household name among motorcycle enthusiasts.

Furthermore, Harley-Davidson’s commitment to engaging with its customers goes beyond physical events. The brand has established the Harley Owners Group (HOG), a membership organization that provides riders with exclusive benefits, opportunities to connect, and engage in thrilling rides together. With over one million members globally, the HOG fosters a sense of belonging and camaraderie among riders, creating a community of passionate Harley-Davidson enthusiasts.

Harley-Davidson’s promotional activities and emphasis on customer engagement are instrumental in fostering deep connections with its customer base. By continuously organizing rallies and events, participating in brand placements, and actively engaging with customers, Harley-Davidson ensures that its brand remains at the forefront of the motorcycle industry, attracting new riders while continuously strengthening its bond with existing ones.

Statistics	Data
Year of Foundation	1903
Founders	William S. Harley and Arthur Davidson
Key Promotional Strategies	Brand placements, rallies and events
Main Focus	Brand awareness and customer engagement
Membership Organization	Harley Owners Group (HOG)
Global Expansion	Dealerships worldwide
Brand Loyalty Strategy	Fostering deep connections with customers
Customization Options	Catering to individual preferences
	awareness and engaging with the target audience
Market Presence	Established brand with a strong community and differentiated product offerings

Premium Pricing Strategy

Harley-Davidson is renowned for its premium pricing strategy, which aligns with its commitment to delivering exceptional product quality and value proposition. By employing ultra-premium pricing in the motorcycle segment, Harley-Davidson positions itself as a brand that offers unparalleled craftsmanship and prestige.

Unlike its competitors, Harley-Davidson emphasizes the tangible features, specifications, and intangible value that its motorcycles provide. This approach justifies the higher price points and solidifies the brand’s reputation as a leader in the motorcycle industry.

When compared to similar models from other manufacturers, Harley-Davidson often commands a significant price premium in international markets. For instance, in 2005, Harley-Davidson bikes had a 30% price premium compared to similar Honda models.

Despite the premium pricing, Harley-Davidson continues to attract a dedicated customer base who values the brand’s heritage, iconic designs, and the emotional connection associated with owning a Harley-Davidson motorcycle.

To further enhance its value proposition, Harley-Davidson employs strategic marketing tactics , such as bundling motorcycles with accessories, riding gear, and services. By creating comprehensive packages, the brand offers customers a complete Harley-Davidson experience, reinforcing the perception of value for their investment.

Harley-Davidson’s pricing decisions are influenced by various economic factors to maintain competitiveness and profitability. Moreover, the company leverages seasonal promotions during specific events or seasons to stimulate sales and engage with its target audience.

Premium Pricing vs. Market Share

In North America, Harley-Davidson has managed to maintain a dominant position, with a 48% market share in the heavyweight motorcycle segment (651+ cc). This impressive market share demonstrates that consumers are willing to pay a premium for Harley-Davidson motorcycles, further validating the brand’s pricing strategy.

While Harley-Davidson’s market share in Europe was 9% in 2005, the brand compensates for this by strategically positioning itself as a premium brand, catering to a specific audience who appreciates its unique value proposition.

With its premium pricing strategy, Harley-Davidson remains committed to delivering top-notch motorcycles that embody the essence of independence, individualism, strength, and tradition. These values, combined with exceptional product quality, continue to drive customer loyalty and set Harley-Davidson apart in the motorcycle industry.

Statistics	Data
Number of Employees at Harley-Davidson	7,600
Net Revenues in the Financial Year 2005	US$5.3 billion
Number of Dealers Selling Motorcycles Worldwide in 2005	1,300
Market Share in North America (Heavyweight Motorcycle Segment)	48%
Market Share in Europe (Heavyweight Motorcycle Segment) in 2005	9%
Overseas Sales Outside the United States in 2005	Approximately 25% of annual total

Product Mix and Customization Options

Harley-Davidson, a renowned motorcycle manufacturer, offers a diverse range of products to cater to the preferences and desires of motorcycle enthusiasts.

Their product mix includes a wide variety of motorcycles, from heavyweight cruisers to touring bikes, sportster bikes, and street bikes. These motorcycles are equipped with powerful engines, providing riders with an exhilarating and captivating riding experience.

One of the key differentiators for Harley-Davidson is their emphasis on customization options. They understand that motorcyclists have unique styles and preferences, and they provide a range of customization options to help riders personalize their bikes. Whether it’s adding custom paint jobs, upgrading exhaust systems, or installing aftermarket accessories, Harley-Davidson enables customers to create motorcycles that are a true reflection of their individuality and taste.

In addition to motorcycles, Harley-Davidson offers a comprehensive selection of motorcycle parts and accessories. From performance upgrades to aesthetic enhancements, riders can find everything they need to enhance their motorcycles and make them stand out on the road. Furthermore, the company also provides a range of MotorClothes merchandise, including branded apparel, riding gear, and accessories, allowing riders to showcase their passion for the brand both on and off the road.

Product Line	Product Description
Motorcycles	A wide range of heavyweight motorcycles including cruisers, touring bikes, sportster bikes, and street bikes.
Parts and Accessories	A comprehensive selection of motorcycle parts and accessories, catering to performance upgrades and aesthetic enhancements.
MotorClothes Merchandise	Branded apparel, riding gear, and accessories that allow riders to showcase their passion for the brand.

Harley-Davidson’s commitment to providing customization options and a diverse product mix ensures that riders can create a motorcycle that is truly unique and tailored to their preferences. By blending powerful engines, quality craftsmanship, and the freedom to customize, Harley-Davidson continues to capture the hearts of motorcycle enthusiasts worldwide.

Promotional Strategies

Harley-Davidson takes a multifaceted approach to promotional strategies, employing a combination of traditional and modern marketing techniques. The company understands the importance of brand placement and utilizes various channels to showcase their motorcycles in popular movies and TV shows, allowing them to reach a wider audience and enhance brand awareness.

In addition to brand placement, Harley-Davidson focuses on community building through events and rallies. These gatherings provide an opportunity for motorcycle enthusiasts to come together, celebrate their passion, and connect with the brand on a deeper level. By fostering a sense of community, the company is able to create strong customer relationships and increase brand loyalty.

Furthermore, Harley-Davidson leverages modern marketing campaigns to engage with their target audience. They recognize the power of social media and online advertising in reaching a broader demographic. Through captivating content and interactive campaigns, the company effectively communicates their brand message, captivates potential buyers, and drives engagement.

Harley-Davidson’s promotional strategies encompass a range of tactics, including personal selling, advertising, public relations, direct marketing, and sales promotions. These efforts work in tandem to attract potential buyers, enhance brand recognition, and create a positive image of the company in the minds of consumers.

The company’s dedication to premium pricing further strengthens their promotional strategies. By positioning their motorcycles at higher price points compared to other brands in the market, Harley-Davidson emphasizes the value of craftsmanship and durability. This pricing strategy aligns with their brand image and appeals to consumers who value quality and are willing to pay a premium for it.

Moreover, Harley-Davidson’s promotional efforts extend beyond the sale of motorcycles. They have successfully built a community through the Harley Owners Group (HOG), which boasts an extensive membership base and provides opportunities for riders to connect and share their experiences. This manufacturer-sponsored bike club not only fosters brand loyalty but also enhances the overall customer experience.

By focusing on emotional branding, Harley-Davidson distinguishes itself from competitors by appealing to the desires and aspirations of their target audience. The brand represents independence, love, individualism, strength, and mystery, offering customers more than just a mode of transportation. This emotional connection resonates with consumers and sets Harley-Davidson apart in the market.

Overall, Harley-Davidson’s promotional strategies are a key component of their success. Through brand placement, community building, modern marketing campaigns, and emotional branding, the company effectively engages with their target audience and maintains a strong presence in the market.

Distribution Channels

Harley-Davidson utilizes a multi-channel distribution strategy to reach its global customer base. The company’s distribution channels include authorized dealers, an online store, and showrooms located in premium locations.

As a cornerstone of its distribution strategy, Harley-Davidson partners with authorized dealers worldwide. These authorized dealerships offer customers a personalized buying experience and excellent customer support. With their in-depth knowledge of Harley-Davidson motorcycles and accessories, authorized dealers ensure that customers find the perfect bike that suits their preferences and needs. The authorized dealers network also provides after-sales services, maintenance, and repairs, reinforcing the long-lasting customer relationships that Harley-Davidson values.

In addition to authorized dealers, Harley-Davidson operates an online store. The online store offers customers the convenience and flexibility of browsing and purchasing Harley-Davidson merchandise and accessories from the comfort of their homes. The online store provides a wide range of products, including clothing, parts, and accessories, allowing customers to showcase their love for the brand and personalize their riding experience. With secure online transactions and prompt delivery, the online store enhances accessibility for customers worldwide, making it easier for enthusiasts to find and purchase their desired products.

Furthermore, showrooms located in premium locations serve as flagship stores for Harley-Davidson. These showrooms not only display the brand’s iconic motorcycles but also embody the rich heritage and legacy of Harley-Davidson. Showrooms provide a welcoming environment for customers to explore the brand’s history and immerse themselves in the Harley-Davidson experience. With knowledgeable staff and captivating displays, showrooms play a crucial role in showcasing the craftsmanship and quality of Harley-Davidson motorcycles, attracting enthusiasts and creating a strong sense of brand loyalty.

The combination of authorized dealers, an online store, and showrooms allows Harley-Davidson to reach customers through various channels, ensuring that enthusiasts have multiple avenues to engage with the brand and acquire their dream motorcycles and accessories.

Distribution Channels	Advantages
Authorized Dealers
Online Store
Showrooms

Harley-Davidson Reaching Gen Z

Harley-Davidson, a brand traditionally associated with older riders, has recognized the need to tap into new markets to ensure its long-term success. One such market is Gen Z, the younger generation with significant spending power and a desire for unique experiences. To reach this audience, Harley-Davidson has implemented a strategy that leverages the influence of student ambassadors and promotional events on college campuses.

In collaboration with The Campus Agency, Harley-Davidson has organized over 50 experiential marketing events targeting Gen Z students. These events serve as a platform for introducing the brand, fostering brand loyalty, and bridging the gap between motorcycle culture and the younger generation.

At the University of Alabama’s fall activities fair, a group called Bama Rides Out, created by Harley-Davidson ambassadors, gave over 500 new students a crash course in motoculture. This initiative aimed to educate and engage these students, showcasing the unique aspects of Harley-Davidson’s motorcycles and the community they represent.

Harley-Davidson’s student ambassadors have also actively participated in tailgate activation events, such as the one at the University of Texas in partnership with Sony and a local dealership. At these events, ambassadors distributed merchandise and Riding Academy vouchers, creating awareness and incentivizing students to explore the world of Harley-Davidson.

Additionally, the brand has made a significant impact on college campuses by collaborating with Greek organizations. For example, Harley-Davidson took over the annual Eve Carson 5K event at the University of North Carolina, working together with these organizations to create an immersive experience that appeals to a younger audience.

While Harley-Davidson has a strong heritage and loyal customer base, the brand recognizes the importance of adapting to changing market dynamics. By making a deliberate effort to attract Gen Z through student ambassadors and targeted promotional events, Harley-Davidson aims to establish a connection with the younger generation and ensure its relevance in the future.

Threats and Competitiveness

Harley-Davidson, as one of the biggest motorcycle manufacturers globally, faces various threats and challenges in its competitive landscape. The company operates in a market with strong competitors such as Yamaha, Honda, Ducati, Kawasaki, BMW, and Suzuki, who constantly strive to gain market share.

One of the major threats facing Harley-Davidson is the aggressive competition in the industry. Competitors are continually innovating and introducing new models that appeal to consumers. Additionally, the imitation of motorcycle designs by competitors can pose a risk to Harley-Davidson’s unique brand positioning and reputation.

Another significant threat that Harley-Davidson needs to address is the increasing preference for electric vehicles in the market. As the automotive industry shifts towards sustainable and environmentally friendly options, the demand for electric motorcycles is rising. This trend poses a challenge for Harley-Davidson, known for its iconic gas-powered motorcycles.

However, despite these threats, Harley-Davidson possesses core competencies that contribute to its competitiveness. The company enjoys a strong brand image and has built a loyal customer base over the years. Moreover, Harley-Davidson’s expertise in custom/chopper motorcycle design sets it apart from its competitors.

To counter the threats and maintain its competitive edge, Harley-Davidson needs to evaluate its business strategy and explore opportunities for international expansion. Diversifying beyond its narrow product mix focused mainly on chopper/custom motorcycles can help the company tap into new segments and markets. Global expansion in automotive manufacturing and sales presents a promising opportunity for growth.

Forming alliances in the automotive industry can further strengthen Harley-Davidson’s position and provide access to new technologies and markets. By leveraging its core competencies, focusing on innovation, and adapting to changing market dynamics, Harley-Davidson can navigate the threats and remain competitive in the motorcycle industry.

Year	Shipped Units	Revenue
2023	193.5K	$4.85 billion

Harley-Davidson’s success as a premium motorcycle manufacturer can be attributed to its strategic marketing approach and focus on building strong customer relationships. By prioritizing customer engagement and utilizing various promotional activities, Harley-Davidson has established a loyal customer base and solidified its position in the industry. The brand’s marketing emails have showcased a diverse range of products, bundling garments, moto gear, accessories, and events in a single message. This approach aligns with the vision of Jochen Zeitz, CEO of Harley-Davidson, who believes that garments alone can generate significant revenue.

While social media posts have recently shifted focus away from motorcycles, the strategy is aimed at growing revenue from garments and accessories. This analysis suggests that Harley’s profit margins are growing as the brand produces fewer motorcycles and emphasizes other goods and services. However, questions arise about the sustainability of this strategy, particularly in terms of continuously increasing motorcycle prices and transitioning to electric bikes like LiveWire.

Despite these challenges, Harley-Davidson remains a premium brand with strong market recognition and brand loyalty. With a focus on customer-oriented goods and feedback-driven decision-making, the brand aims to expand its global footprint and reach new audiences. By continually adapting to changing market dynamics and exploring opportunities for growth, Harley-Davidson can secure its future prospects and remain a leader in the motorcycle industry.

What is Harley-Davidson’s marketing strategy?

How does harley-davidson build strong customer relationships, what promotional activities does harley-davidson engage in, how does harley-davidson set its pricing strategy, what is harley-davidson’s product mix, how does harley-davidson promote its brand, what are harley-davidson’s distribution channels, how did harley-davidson reach the gen z market, what threats does harley-davidson face, what has been the impact of harley-davidson’s marketing strategy, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

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HOG History and Timeline

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Looking for information, fun facts, timeline, etc about the Harley Owners Group. I'm working on a little fun side project. I've mapped out all the HOG chapters and am now creating a project outlining the information about the Harley Owners Group. Information so far includes what HOG is, benefits, fun facts about local chapters and a timeline. Have a current timeline going with milestones. Looking for more milestones from 2008 to present. Will be more than happy to share this Story map when it's completed, but I'm looking for more information to include. Thank you. Steven

What are you looking for in the way of information?

St. Charles HOG is a multi-year million mile chapter, and #1 in the nation last year for mileage.

Will definitely add this info. Once I get this Story Map together a little more, I will share a preview and keep adding to the information. Thank you.

My apologies that this had taken me some time. Only doing this as a fun side project. Check out the HOG Story Map . Appreciate the info that was provided. Still looking for more HOG info that I can add to this story map. Particularly, I have a large gap in my timeline between 2008 and present.

Lake County HOG #0688 Copied from Dec. 18th newsletter • We have ridden 549,201 miles this year • We are #9 out of 103 Chapters in the SE Region and #26 out of 512 Chapters nationally 1. Ron M. 25,233 mi 2. George/Pat F. 22,173 mi 3. Kenneth G. 21,239 mi 4. Ildiko P. 19,745 mi 5. Bob L. 18,539 mi

Appreciate the information. Will incorporate this into the story map. Thank you.

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Getting Brand Communities Right

by Susan Fournier and Lara Lee

Summary .

Reprint: R0904K

Marketers in a variety of industries are trying to increase customer loyalty, marketing efficiency, and brand authenticity by building communities around their brands. Few companies, however, understand what brand communities require and how they work.

Drawing from their research as well as their experience at Harley-Davidson, the authors dispel some common misconceptions about brand communities and offer design principles, cautionary tales, and new approaches to leveraging those communities.

For instance, many managers think of a brand community in terms of marketing strategy. In fact, for a community to have the greatest impact, it must be framed as a corporate strategy. Realizing this, Harley-Davidson, for example, retooled every aspect of its organization to support building and maintaining its brand community and treated all community-related activities not just as marketing expenses but as a companywide investment.

Another common misconception is that a brand community exists to serve the business. An effective brand community exists to serve its members, who participate in order to fulfill many kinds of needs, such as building relationships, cultivating new interests, and contributing to society. Strong communities work to understand people’s needs and to engage participants by offering a variety of roles.

Finally, managers often think that a brand community must be tightly controlled. In reality, a robust community defies managerial control. Effective brand stewards can, however, create an environment in which a community can thrive—by, for example, designing multiple experiences that appeal to different audiences.

The authors offer an online “Community Readiness Audit” that can help you find out if your organization is up to the task of building a brand community.

In 1983, Harley-Davidson faced extinction. Twenty-five years later, the company boasted a top-50 global brand valued at $7.8 billion. Central to the company’s turnaround, and to its subsequent success, was Harley’s commitment to building a brand community: a group of ardent consumers organized around the lifestyle, activities, and ethos of the brand.

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How Harleys Became Known as 'Hogs'

Ever wondered why people refer to harleys as "hogs" the answer goes back a century and may surprise you..

For nearly 100 years, Harley-Davidson motorcycles have been referred to as "hogs." Although you may assume that this nickname has something to do with the size or sound of their motorcycles (or perhaps the size or sound of their riders), the true origins of the nickname are rooted in racing.

In the early 1980s, Harley-Davidson faced a deep crisis. It suffered significant losses and needed innovation that could unite its fans and attract new ones.

In such circumstances, the company’s management came up with the idea of creating the Harley-Davidson Owners Group or HOG. The company wanted to strengthen relationships with its current customers to survive the crisis.

The community turned owning a Harley motorcycle into a real lifestyle with its own rules and attributes. This significantly increased customer loyalty and seriously increased the company’s sales.

Harley-Davidson emerged from the crisis, and its customers became part of the largest motorcycle community. Now any Harley-Davidson motorcycle owner could find friends and like-minded people in any city in the United States where the company has a dealer.

What does HOG offer to its members?

HOG is a community that offers exclusive benefits to Harley-Davidson motorcycle owners, including access to special events and group rides with entertainment along the way, discounts on merchandise, and, of course, like-minded individuals.

The “Harley Owners Group” promotes a lifestyle on the move and helps its members lead the same lifestyle by creating opportunities for meetings, events, and travel. The community becomes an additional family for many Harley-Davidson owners who enjoy their motorcycles and the lifestyle associated with them.

The company’s marketing strategy showcases a life on the move and conveys this dynamism to customers . This way, it transmits its values to the masses and unites people who share them.

What does HOG give to the company?

Transmission of brand values.

HOG is a community based on a passion for Harley-Davidson motorcycles, attracting people who share this passion. The brand becomes more famous thanks to HOG, and its members become ambassadors of the company, promoting its brand and values.

Customer retention

HOG also helps Harley Davidson retain customers. HOG members receive a range of privileges, including discounts on Harley Davidson products and invitations to events. Moreover, they gain friends and a community that can stay with them for life. This creates a sense of attachment, community, and loyalty to the brand among HOG members . They cease to be mere customers and become brand followers.

Increased sales

The HOG community helps the company sell more motorcycles and accessories. The community itself is a factor that encourages purchases, but HOG members also often buy Harley-Davidson products and recommend them to their friends and acquaintances .

Additionally, the company regularly organizes events and trips that can lead to additional sales.

Furthermore, the community constantly provides a revenue stream from monthly payments, which covers the budget for organizing any events.

Brand recognition

HOG members wear vests and clothing with Harley-Davidson logos, which attracts attention and creates additional advertising for the company. Thanks to this, the company can increase its brand recognition and attract new buyers.

Understanding customer needs

Moreover, the HOG community helps the company better understand the needs and preferences of its customers. The company regularly conducts surveys and research among HOG members to understand what they expect from their motorcycles and what improvements they would like to see in future models.

This helps the company develop higher-quality products and satisfy the needs of its customers.

The HOG community is not only an important tool for customer retention and building loyalty to the Harley-Davidson brand, but also a useful tool for promoting and increasing the company’s sales.

The Harley-Davidson case demonstrates that investing in creating personal relationships with customers , providing them with unique advantages within the community, and creating a strong bond between the brand and the customer contributes to the formation of a strong brand image and customer loyalty . Social capital is becoming an increasingly important factor in creating successful brands.

If you want to build a community around your brand, you can contact us and we will discuss the possibilities with you in person.

Written by Yep.Agency

We help launch private, customer and intra-corporate communities and develop tools for data management. Work with us: https://yep-community.com

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COMMENTS

Interview: How Harley-Davidson Built a Community of One ...
Introducing our new interview series for community builders, where we ask the people behind top brand communities why and how they built it. For my first interview, I spoke with one of the true pioneers in the space: the Harley-Davidson Owners Group.
Harley-Davidson Marketing Strategy 2024: A Case Study - Latterly
Moreover, Harley-Davidson’s promotional efforts extend beyond the sale of motorcycles. They have successfully built a community through the Harley Owners Group (HOG), which boasts an extensive membership base and provides opportunities for riders to connect and share their experiences.
HOG History and Timeline - Harley Davidson Forums
I've mapped out all the HOG chapters and am now creating a project outlining the information about the Harley Owners Group. Information so far includes what HOG is, benefits, fun facts about local chapters and a timeline. Have a current timeline going with milestones.
Harley Owners Group - Wikipedia
The Harley Owners Group (HOG) is a sponsored community marketing club, operated by Harley-Davidson for enthusiasts of that brand's motorcycles. The HOG is "the grandaddy of all community-building efforts," serving to promote not just a consumer product, but a lifestyle.
Getting Brand Communities Right - Harvard Business Review
Drawing from their research as well as their experience at Harley-Davidson, the authors dispel some common misconceptions about brand communities and offer design principles, cautionary tales,...
Harley Owners Group Origins | HOG History - Ultimate Motorcycling
Harley Owners Group (HOG) It is believed that the first use of the term "hog" in relation to Harley-Davidson traces its origins to the early 1920s. The official Harley-Davidson company racing...
How Harley Davidson Revs Its Brand - Strategy+business
Twice at the brink of bankruptcy since the 1960's, the Harley-Davidson Motor Company and its parent, Harley-Davidson Inc., have undergone a stunning metamorphosis in the past decade, fueling a level of demand that is the goal of corporate chieftains everywhere.
How Harleys Became Known as 'Hogs' - RideApart
As the years went by, the company embraced the moniker and now "HOG" is used as an acronym for the Harley Owners Group as well as the Harley-Davidson Motor Company's listing on the stock...
How Harley-Davidson Became a Globally Recognized ... - Medium
How was HOG created? In the early 1980s, Harley-Davidson faced a deep crisis. It suffered significant losses and needed innovation that could unite its fans and attract new ones. In such...
RMD - Group 3 - Case Study (Building Brand Community On The ...
The document discusses Harley-Davidson's Harley Owners Group (HOG) and their use of posse rides to build brand community. It describes how HOG was formed in 1983 and grew to over 500,000 members by 1999.

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