Harley Davidson

Harley Davidson is one of the oldest motorcycle manufacturers. The company was started in 1903 prior to World War 1. Traditionally, the company had a solid strategy that allowed it to cultivate an image around motorcycle racing. During World War II, the company was associated with the macho man meaning that every man who came out of the war wanted to feel superior, which is what they experienced when they owned a HD. The HD bike was used in World War II for different purposes. Moreover, it was associated with strength. This image is what catapulted HD into an American icon. The company gained a lot of visibility from Hollywood. Many of the films depicted the bike as a companion of a man who desired respect and was a status symbol. Ever since the early days, the HD bike has been associated with the bad boy image which meant that it had the ability to attract people who wanted to build their self images and improve their status standing within the community.

Harley Davidson has had some rough times. In the late 1960s, Japanese motorcycles hit the American market. They were cheaper and had a variety of designs and engine sizes. This forced the HD to be sold to AMF. However, the company did not have any success in capitalizing the American market and was eventually forced to sell the bike back to Willie G. Davidson and a couple of its employees. They restored the image of the HD by putting a new evolution engine that had better performance than its predecessors including the knuckle head, pan head, shovel head and flat head. At the time, HD was the only American model in the market. The company had a singular strategy which entailed selling as many bikes as possible prior to the crises of the 1970s when it functioned like a monopoly. However, being the only American company in the market, it became reluctant on quality issues which nearly made it collapse (Looney & Ryerson, 2011).

The HD image and strategy has not changed in the years of its existence. However, with increased research into performance of motorcycles, the company has had improvements made on its engine designs which have only served to make it more marketable (Harley Davidson, 2012). The company is now associated with middle aged men who have the ‘road as their home’. Mark-Hans Richer, the Harley-Davidson CMO asserts that the company has embarked on some nontraditional modes of marketing which have increased its visibility. Recently, he conducted a holy day that was characterized by pope Francis blessing thousands of HD riders during a four day Roman holiday that was a part of celebrating the company’s 110 years of existence. The events were marked by bikers showing off their bikes and their leather around the Colosseum while having the experience of the Eternal City. The company prides itself in spending only 15% of its budget on traditional media for marketing. Most of the marketing budget is spent with customers with the aim of trying to capture that epic moment that is associated with HD biking. An event like the one spent with the pope is one of the many initiatives that HD has undertaken to ensure that it remains as a world leader in terms of manufacturing bikes that go beyond the riding experience.

The motorcycle industry has changed from being primarily about transportation to being about lifestyle. Many Japanese motorcycle manufacturers have simplified their bikes so that they offer convenience to their customers at low prices. However, HD’s image has not changed but has been improved and enhanced over the last couple of years. Many people are clamoring for the experience that having a Harley Davidson offers which means that the company remains marketable due to its reputation. Currently, there are many middle aged men and senior citizens who have received retirement packages and are invested in having a lifetime experience. These people have been attracted by the HD as it offers recognition as well as being reliable to get a person from one point to the next. Richer asserts that “Harley is not automotive. It might have an engine, it might have wheels, and it might run on roads, but that’s where the similarities stop” (McCarthy. 2013). With the motorcycle industry changing and being primarily focused on safety and convenient transportation, the HD strategy has fit right in. The company has numerous campaigns that emphasize on safety on the roads as well as responsible biking. This has ensured that the bike is popular among the American populace and has created an image that is representative of the American culture.

HD is already a worldwide recognized brand. Any person associating him/herself with motorcycling is aware of the image that it propagates. This has made it easier for the company to enter into new markets. The company strategy that entails biking as a lifestyle rather than a convenience mode has been well received around the world. The company has a strong marketing department. This has ensured that the brand remains visible and relevant during the many years of the company’s existence. Its internal environment has enabled it to cultivate its strengths and rise to one of the most recognizable brands in America. Its image has also been broadcast around the world with many Hollywood cinemas having it as a part of the American culture. A strong management and an enthusiastic marketing department have ensured that the company performs to the best of its ability. In addition, research into new methods of bike manufacturing as well as attempts to reduce pollution has given the company some impetus going into the next century of production.

The company should improve its flexibility while dealing with customers. First, it should foster more customization of its products so as to increase its variability in the market. HD should also continuously improve its bikes to ensure that there is no needed downtime when one is on the road. There should also be an increase in the number of Harley palaces to ensure that the bikes are accessible to a larger percentage of the population than there currently are. HD should also tone down on its image as it has encouraged the emergence of criminal groups that are disguised as leather-wearing HD enthusiasts (Taylor, 2012). Membership clubs with complete licensure would be one of the ways of solving this problem. Finally, the company should increase its efforts in promoting safe riding and encouraging communities to be more involved in making the HD experience about having a good time and nothing more.

References

Harley Davidson, (2012). Harley Davidson shows continued improvement. Retrieved from: http://www.harley-davidson.com/en_US/Content/Pages/HD_News/Company/news.html?article=en_US/News/1483_press_release.hdnews

Looney, D. C., & Ryerson, A. (2011). Lehman Trikes: A Story Within A Story. Journal Of The International Academy For Case Studies, 17(7), 45-58.

McCarthy. M, (2013).Harley-Davidson CMO: We Aren’t an Auto Brand. AdAge. Retrieved from http://adage.com/article/cmo-strategy/cmo-harley-davidson-lifestyle-transportation/242952/ on 15 Dec, 2013

Taylor, A. (2012). The Hurdles at Harley-Davidson. CNN Money – Fortune. Retrieved from: http://money.cnn.com/2012/10/03/autos/harley-davidson-polaris.fortune/index.html