HARLEY Davidson notes.docx - HARLEY-DAVIDSON CHASING A NEW GENERATION OF CUSTOMERS Problem/task Attract younger customers and create loyalty while

HARLEY Davidson notes.docx - HARLEY-DAVIDSON CHASING A NEW...

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HARLEY-DAVIDSON: CHASING A NEW GENERATION OF CUSTOMERS Problem/task: Attract younger customers and create loyalty while preserving the loyalty of the core customers. Core customers: - Back in the days = working class, but today their median household income had increased to $84.300 (as compared to the U.S. median of $52.700). Young adults: - Barriers to conversion/ buying a Harley Davidson: - “haven’t seen the right bike” “may not fit into the HD brand culture” - “dealership aversion” = Found the experience of visiting dealerships daunting and intimidating. - Overestimated the price of a HD motorcycle: “every HD mike cost $20 grand” – price of the least expensive bike is $6.700. - Top selling bikes: - Do not like chrome – segment called the “black world” – liked stripped down, elemental, dark bikes, - HD appealed to young adults: - “A transformational journey, in which riders become who they truly want to be” - “A means of escape from a monotonous, constraining life - “A way to connect the other like-minded souls” - Some young adults characterize sport bikes as constricting and physically uncomfortable, mass produced and lacking in durability, and having an unappealing sound – page 6, paragraph 2 - 16% did not relate to HD 1.
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  • Spring '17
  • Dr. 'Silvia Martin
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