Wednesday, February 18, 2009

Harley Davidson Advertising

Harley Davidson faces some tough challenges at the present for two reasons. First, they have experienced a substantial rise in the average age of their riders. Aging Baby Boomers represent a challenge for them. Younger riders do not necessarily want to ride the same bikes that their parents ride. Second, the recession has caused consumers to limit their discretionary spending. Harley sales have suffered as a result.

On the positive side, the firm has an amazingly clear and distinctive brand positioning, with a core group of remarkably loyal customers. Here's one advertisement that displays the creative ways in which the firm constantly reinforces its image:

4 comments:

Steve said...

I'm curious how much the lure of purchasing an older model Harley for both cost and nostalgic reasons affect new sales. A quick look at Craigslist at the end of every Fall and beginning of every Spring seems to indicate a large supply of "lightly used" inventory for a significant discount.

Michael Roberto said...

I think you are correct about the purchase of older Harleys, particularly in these tough economic times. People may be hesitant to spend such large sums on a new Harley. The company's financial results in recent quarters demonstrates the adverse impact on their sales.

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