Case Study: Harley-Davidson: The Spirit of America

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Harley-Davidson should consider modernizing the technology used in its motorcycles while at the same time maintaining their retro look. Harley’s lack of innovation has tarnished the brand’s image, especially to younger consumers. The Chevrolet Camaro, Dodge Challenger, and Ford Mustang have all revived classic body styles in their latest model redesign. However, modern technology was incorporated into these models, so while they look similar to classic automobiles of the past, they have all the bells and whistles of a modern car. Harley has emphasized having its motorcycles resembled those of the company’s storied past, however they have done so by not updating certain components of the bikes, and by keeping old technologies in their new bikes. Although the vintage look and feel is appealing to its loyal followers, Harley should modernize the technology used in its bikes in order better compete with its Japanese competitors. If Harley can do this without affecting the retro look and distinct sound that a Harley exhaust makes, then Harley would be able to attract new customers that value performance and modern technology, while not alienating its current customer base.

The Women of Harley
According to the video that present about the women at Palm Spring, California. Women are increasingly becoming more interested in riding motorcycles. They now form 40% of new Buyer in merchandise. This number doubled in the past decade, and continues to climb. Part of this increase in female customers was attributed to Harley requiring its dealers to transform their grimy bike shops into retail emporiums. Harley should make more of an effort to market to women, because they represent a huge number of potential customers. Harley should offer models that are specifically designed for women, and that Harley should offer riding programs to women who may be interested in motorcycles but too intimidated to try riding them. Although women present a great opportunity for the company,

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