Harley_Davidson class notes.pdf

45 87 87 85 source harley davidson annual report 2003

This preview shows page 5 - 7 out of 18 pages.

Other 4.0 4.0 4.5 8.7 8.7 8.5 SOURCE: HARLEY-DAVIDSON ANNUAL REPORT , 2003, 2005.
Image of page 5

Subscribe to view the full document.

strength lay in just one part of the heavyweight market: the super-heavyweight segment, comprising bikes with cylinder displacement of more than 850 cc. Harley-Davidson in 2007 The Brand The Harley-Davidson image and the loyalty it engendered among its customers were its greatest assets. Harley-Davidson was one of the archetypes of American style. The famed spread eagle signified not just the brand of one of the world’s oldest motor- cycle companies, but an entire lifestyle with which it was associated. Harley has been described as “the ultimate biker status symbol . . . a quasi religion, an institution, a way of life.” 2 Together with a few other companies – Walt Disney and Levi Strauss – Harley had a unique relationship with American culture. The values that Harley represented – individuality, freedom, and adventure – could be traced back to the cowboy and frontiersman of yesteryear, and before that to the motives that brought people to America in the first place. As the sole surviving American motorcycle company from the pioneering days of the industry, Harley-Davidson represented a tradition of US engineering and manufacturing. This appeal of the Harley brand was central not just to the company’s marketing, but also to its strategy as a whole. The central thrust of the strategy was reinforcing and extending the relationship between the company and its consumers. Harley- Davidson had long recognized that it was not selling motorcycles, it was selling the Harley Experience. Prominent in annual reports of recent years were pictures and prose depicting this experience: A chill sweeps through your body, created by a spontaneous outburst of pure, unadulterated joy. You are surrounded by people from all walks of life and every corner of the globe. They are complete strangers, but you know them like your own family. They were drawn to this place by the same passion – the same dream. And they came here on the same machine. This is one place you can truly be yourself. Because you don’t just fit in. You belong. 3 If the appeal of the Harley motorcycle was the image it conveyed and the lifestyle it represented, then the company had to ensure that the experience matched the image. To increase Harley’s involvement in its consumers’ riding experience it formed the Harley Owners’ Group in 1983. Through HOG, the company became involved in organizing social and charity events. Employees, from the CEO down, were encouraged to take an active role in HOG activities. During 2005, senior managers attended over 150 different shows, rallies, and rides. The bond between the company and its customers is captured in Willie G. Davidson’s phrase: “We ride with you.” HOG provided the organizational link for this sense of community: “the feeling of being out there on a Harley-Davidson motorcycle links us like no other experience can. It’s made HOG like no other organization in the world . . . The atmosphere is more family reunion than organized meeting.”
Image of page 6
Image of page 7
  • Spring '15
  • MANOLOVA
  • William Harley, Harley-Davidson, Buell Motorcycle Company, Harley-Davidson Motor Company

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern