Karen Tremmel
Ryan Meehan
April 13, 2010
ENC 1102
Project 3 – Advertising and Rhetoric
Harley-Davidson: Fulfilling Dreams
"Over the 105 years in the saddle ... We've seen wars, depression, recession, resistance and revolutions. But every time, this country has come out stronger than before. Because chrome and asphalt put distance between you and whatever the world can throw at you. Freedom and wind outlast hard times. And the rumble of an engine drowns out all the spin on the evening news. If 105 years have proved one thing, it's that fear sucks and it doesn't last long. So screw it, let's ride." Marketing slogan and rally cry from the Harley-Davidson website. (Harley)
American owned Harley-Davidson embarked on its journey in 1903 from humble beginnings in a small wooden shed with the words “Harley-Davidson Motor Company” scrawled on the door. To understand how Harley-Davidson (H-D) became a legend in the world of motorcycles, it is necessary to take a brief look at the history of H-D.
In 1903 William Harley and Arthur Davidson made the first Harley-Davidson motorcycle available to the public. Then in Chicago 1904, the first Harley-Davidson dealership was opened by C.H. Lang where Harley-Davidson developed and marketed the first V-twin powered motorcycle. Within sixteen years Harley-Davidson became recognized as the largest motorcycle manufacturer in the world, with over 2,000 dealers in 67 countries. Harley-Davidson remained the only American manufacturer of heavyweight motorcycles over the next forty-six years.
The U.S. Army began using motorcycles as early as 1913. According to a Strategic Report for Harley-Davidson, the military purchased one third of all Harley-Davidsons manufactured in 1917…Harley-Davidson almost completely suspended civilian production of motorcycles in order to focus on military production producing nearly 90,000 motorcycles exclusively for military use during WWII. In 1945, the wartime production of Harley-Davidson motorcycles slows to a near halt and then civilian production revs up its engines again. (Mark Melief, Tycen Bundgaard, Jordan Hathaway) As soldiers returned home and America fell in love with the motorcycle, H-D motorcycles became known for their racing capabilities. Along with this reputation arrived the iconic image of speed, danger, risk, bad boy, rebel persona. Motorcycle Owner Demographics Survey data from the Motorcycle Industry Council on motorcycle owner demographics for the 1985 to 2003 period reveals a shift towards older owners to a median age of owners being 41.0 years in 2003. Also, survey results for 1998 indicated that 92 percent of owners were male, a slight—but probably not statistically significant—trend consistent with growing female ownership. (Morris)
In 1952 Harley-Davidson debuted the Sportster (known then as the model-K). The Sportster launched Harley-Davidson’s brand name to mainstream population, as affordable transportation with an edge. A legend is born. Hollywood began to feature the H-D Sportster in films such as: the 1953 film “The Wild One” starring Marlon Brando. Over the next five decades Harley-Davidson motorcycles have shared the spotlight with heroes and heartthrobs and good ol' American rock 'n' roll stars such as Elvis, James Dean, Peter Fonda, Dennis Hopper, Bruce Springsteen and more. Traditionally motorcycling has been a male dominated sport. The role of women has been to sex up the image such as, Marilyn Monroe seen perched upon Harley-Davidson motorcycle with Elvis Presley in one photo shot and with James Dean in another. Whether romanticized in film, photos and posters or the real deal, Harley-Davidson motorcycles became the ultimate symbol of with machismo, no fear, rebellion, passion and heroism.
How can one company build upon a platform of emotions for over 100 years, an ethos appeal to become the largest motorcycle manufacturer in the United States? Harley-Davidson realized early on that not only did it have to have a reliable, well engineered product, but H-D had to appeal to a larger subculture that related to the “bad boy” image, as well. H-D hired advertising agencies and promotional companies to build upon this enthusiasm, but most importantly never lose sight of the importance of the product staying connected to the culture it was being designed for and aligned with. Essentially, by owning a Harley you become a member of a special community of people who all share an interest in one product. Advertising firms such as Carmichael Lynch in Minneapolis put this philosophy to work with marketing campaigns such as the 2008 campaign, “So screw it let’s ride.” Carmichael Lynch, appeals to the working class’s growing frustration with the everyday grind and Middle America's growing concern with worldwide economic strife, soaring mortgages and prime loan rates coupled with concern for the never-ending war with Iraq and Afghanistan. "and the rumble of an engine drowns out all the spin of the evening news…Screw It, Let's Ride."
Although hard hitting marketing campaigns are essential, Harley-Davidson primarily relies on its loyal consumer hard core base or brand evangelists. This is most interesting and captivating difference between Harley-Davidson and most other companies. Harley-Davidson (like Apple and Nike) has cultivated a worldwide fan base, loyal membership of owners of Harley-Davidson (HOG) motorcycles. These members are the foundation of the H-D empire. Harley-Davidson Owners Group (HOG) has a worldwide membership in excess of 900,000. The company understands the importance of maintaining a close relationship with its customers/members. H-D supports rallies, club “HOG” (Harley Owners Group) and “LOH” (Ladies of Harley) meetings, weekend parties including free food such as, hamburgers and hot dogs. Many of stores are designed around the members’ traveling needs as destinations and include eating lounges and restaurants on site including: large soft couches, tables and chairs, hot coffee, tea, cocoa, popcorn, soft drinks and newspapers. The bathroom facilities offer extras for the traveler such as lotions, scented hand soaps, hair dryers. These destinations offer a variety of logo merchandise providing a sort of uniform for loyal members or subculture. How many companies can boast that their customers will go to great lengths to wear the company logo even going so far as to tattoo that logo to their bodies? Considering the motto of this group of customers of freedom and rebellion it’s necessary to also consider that the wearing of leather and logo merchandise identifies creates an iconic image for each member as a component of the Harley-Davidson lifestyle, core value’s structure, subculture or essence brand evangelists. By focusing, maintaining and supporting this loyal customer base, it is really unnecessary for Harley-Davidson to advertise to mainstream America.(Schouten and Alexander, 1995). Since 1938, Harley-Davidson has supported nation-wide rallies bringing members together. The most famous of these rallies is the Black Hills rally in Sturgis a small town in western South Dakota. Sturgis, a legendary annual event, draws thousands of Harley riders each summer. Rallies like the Black Hills Rally in Sturgis demonstrates and promotes Harley’s image. (Mark Melief, Tycen Bundgaard, Jordan Hathaway)
“It's never been easier to get on a Harley-Davidson® motorcycle and find freedom and adventure on two wheels. Through several simple milestones, you'll get the tips, advice and confidence you need to turn your dream of riding into a reality. It's your path, your pace. Let's ride.”
Over the past century Harley-Davidson’s direct marketing to its membership has changed as have the times we live in. In fact Harley-Davidson ads are in some ways a visual timeline to the changes that have taken place across time and the many miles of asphalt that connects Americans.
An effective marketing tool Harley-Davidson uses is test drives. (Hari Prakash) The latest Harley-Davidson email lures, "Lead yourself into temptation. Test drive the bike you desire at a dealer near you." Through emails, brochures sent via post mail, word of mouth, and news shared at the monthly HOG and LOH meetings H-D has a direct line to their customers. H-D does not need to appeal to the masses. They know their audience and speaks directly to that fiercely loyal audience. The belief is once you’ve driven a Harley you’re smitten. Dealerships focus on getting the customers into the store. Whether meeting with friends for a drink at the on-site restaurant, café or outdoor cook-out, stopping by for a pit stop, attending events such as sponsored concerts, Bike Nights or just picking up an extra pair of gloves; once the customer walks through the double doors they are greeted as family, warm smiles and hardy handshakes. The store's scent of leather and warm engines permeates the atmosphere. Merchandise with H-D logos lines the walls and racks of leather lure the customer to explore. Members often joke, you can’t walk into a Harley store without buying something. Sales personnel make it a point to know each customer by name and often remember what bike that particular customer/member owns. In a normal commercial setting that wouldn’t be possible, but in the Harley world customers and HD personnel have been brought together on long rides together, or visiting with each other at the previous evening’s Bike Night. Bikers also unite around many causes, such as Shriners’ Hospital, Toys for Tots, Canines for Vets, Poker Run for Rescue Animals, raffles plus annual fundraisers for Schools and Charities and many more. The brand Harley-Davidson is much more than a company logo. It represents a community...a family. This community represents ideology and belonging. “How We Roll.” It’s about tradition, patriotism (H-D roots from the army) and finding others that believe in the similar beliefs. Above all owning a Harley is about riding. Most H-D owners have owned more than one H-D bike. Since most H-D owners are brand evangelists they stay with H-D as they upgrade to newer bikes. The test drive serves to enable this allegiance and bring in new customers, as well. Theory is once you’ve sat and ridden a Harley you will never want to ride anything else. Since most Harley riders admit that owning a Harley is something they’ve dreamed about for years…H-D personnel are there to make those dreams come true. (Mark Melief, Tycen Bundgaard)
Each Harley-Davidson website includes the latest news and events and of course the latest bikes and accessories. As well, members of HOG and LOH can log in to view the specific calender and events for their club associated with that dealership. Photographs and awards are also posted. Information such as: who's captaining the next ride, where everyone is meeting for dinner during the week and so on, just like a family. Each Harley-Davidson dealership sends out weekly and sometimes by-weekly email reminders of local events, sales and who's doing what when. The current "causes" are listed and calls for volunteers. No matter where members are traveling they can share news and pictures just by logging into their Harley-Davidson home site, keeping everyone in touch, just like a family.
Women and Harley-Davidson:
Before 1970, women riders were rare in this male dominated sport as illustrated in two photo shots: Marilyn Monroe and James Dean and Jane Mansfield & H-D bike. As opposed to the photo shot of Anke-Eve Goldman: Being Admired: Eve Goldman, on a BMW R69. Goldman crusaded for female competitive riders and is still held as an iconic crusader for women riders today. In fact most Harley-Davidson ads concentrated more on sexing it up more for the purpose of the male viewer than empowering women. Women were relegated to the back of the bike. As women gained more independence they also began to want to share in more experiences. This included riding motorcycles. Although Harley-Davidson paid some attention to this movement with the occasional print ad featuring women such as the 1974 HD magazine ad “Harley Davidson. Make one stop…and go.” The women featured aren’t actually “riding” the bike but are geared up in Logo merchandise, while another woman sits admiringly at the male rider’s knee.
The 1980’s featured Tammy Kirk's Harley-Davidson XR750 dirt track racing motorcycle. Kirk is the first woman to qualify in an AMA Grand National Final. Women were moving forward from taking a backseat to the front seat of the motorcycle. Harley-Davidson was still slow on featuring women or recognizing that the women population of owners was gaining in numbers.
1990’s through 2006: Over the next twenty years from 1990 to 2006 women found and earned their place in motorcycling. Companies such as Honda and Yamaha designed bikes with the woman’s body in mind: such as the Honda and Yamaha 250’s. These bikes were lower to the ground, easier to maneuver and start speed is less of a “burst of speed” as opposed to the Sportster that is often recommended for women. Here’s where Harley fell behind in its strategic marketing. While other manufacturers were designing bikes just for women, Harley-Davidson as much ignored its female population as actual riders. Although Softails and Dyna Low Riders can be customized for women they aren’t ultimately designed for women riders.
2007 – 2010: According to a 2008 survey by J.D. Power and Associates, 12 out of every 100 motorcycles are sold to women – a 20 percent increase since 2003. (Mark Melief, Tycen Bundgaard). As more women are empowered to buy their own motorcycle these numbers are ramping up daily. That adds up to 32,000 new bikes in 2006, compared with 4 percent in 1990, 9 percent in 1998 and 10.6 percent in 2003. Women will spend over $300 million on Harley bikes this year in the United States. That interprets to 35% of all Harley bike sales are made by women. (Bikes) With these stats in Harley-Davidson has finally caught on. Women riders are here to stay. Harley-Davidson sets out to woo the female customer. (KRAUSS) Today in 2010, there are many resources for Women riders. Harley-Davidson launches campaigns to include women as part of the "HOG / LOH culture." As well, women riders can find support and information groups such as: Roar Motorcycles, Women on Wheels and Harley-Davidson's own website addition: Just for Women - Inspired to Ride. Harley-Davidson has designated May as Women’s Motorcycle month. Rallies across America are being planned. Harley-Davidson has finally realized that women are more than just members of the Harley-Davidson subculture. Women riders.
“Harley-Davidson is honoring women who have taken life by the handlebars.”
“Harley is calling you home! Don’t miss the biggest party of the year for women riders, no matter what type of motorcycle you ride!”
Message: as always you belong, escape, rebellion, freedom, camaraderie and being a part of a higher experience…RIDE...make your dreams come true.
HD Mission Statement:
“We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments.”
________________________________________________________
Works Cited
Dad’s Vintage Ads, http://www.dadsvintageads.com/catalog.php/dadsvintageads/dt50463/Harley_Davidson
Scotty Moore, “The Official Website,” http://www.scottymoore.net/elvisharley56kh.html
The Best Motorcycle Poster, http://www.best-motorcycle.com/posters/james-dean-marilyn-monroe.shtm
The Vintagent, “The Worlds #1 Vintage Motorcycle Site,” http://thevintagent.blogspot.com/2009/02/anka-eve-goldmann.html
The Early "HARLEY-DAVIDSON" MOTORCYCLES, 1905 to 2008,” http://harley-davidson.oldcarandtruckpictures.com/
Morris, C. Craig, Ph.D., U.S. Department of Transportation Research and Innovative Technology Administration http://www.bts.gov/publications/bts_special_report/2009_05_14/pdf/entire.pdf
Harley-Davidson. (2001-2010), “Let’s Ride”
http://www.harley-davidson.com/wcm/content/pages/women_riders/landing.jsp
http://www.harley-davidson.com/wcm/Content/Pages/women_riders/roadmap/roadmap.jsp?locale=en_US
Hari Prakash. N.V. Harley-Davidson, Inc. Strategic Management Case Analysis. http://www.docstoc.com/docs/7066646/Harley-Davidson-Strategic-Management-Changed-New/
Hot Bike, “Women Riders – Harley-Davidson sponsors Women’s Bike Month” http://blogs.hotbikeweb.com/6589916/editorials/women-riders/index.html
Mark Melief, Tycen Bundgaard, Jordan Hathaway. (2006), “Strategic Report for Harley-Davidson,”
http://www.economics.pomona.edu/jlikens/SeniorSeminars/pandora/reports/harley.pdf
KRAUSS, CLIFFORD, (2007) New York Times, “Harley Woos Female Bikers,” http://www.nytimes.com/2007/07/25/business/25biker.html
Schouten, John W., McAlexander, James H. (1993), "Market Impact Of A Consumption Subculture: The Harley-Davidson Mystique", European Advances in Consumer Research Volume 1, Association for Consumer Research, Pages: 389-393. http://www.acrwebsite.org/volumes/display.asp?id=11476
Bikes Babes and Bling, Women Riders, http://www.bikesbabesandbling.com
Ryan Meehan
April 13, 2010
ENC 1102
Project 3 – Advertising and Rhetoric
Harley-Davidson: Fulfilling Dreams
"Over the 105 years in the saddle ... We've seen wars, depression, recession, resistance and revolutions. But every time, this country has come out stronger than before. Because chrome and asphalt put distance between you and whatever the world can throw at you. Freedom and wind outlast hard times. And the rumble of an engine drowns out all the spin on the evening news. If 105 years have proved one thing, it's that fear sucks and it doesn't last long. So screw it, let's ride." Marketing slogan and rally cry from the Harley-Davidson website. (Harley)
American owned Harley-Davidson embarked on its journey in 1903 from humble beginnings in a small wooden shed with the words “Harley-Davidson Motor Company” scrawled on the door. To understand how Harley-Davidson (H-D) became a legend in the world of motorcycles, it is necessary to take a brief look at the history of H-D.
In 1903 William Harley and Arthur Davidson made the first Harley-Davidson motorcycle available to the public. Then in Chicago 1904, the first Harley-Davidson dealership was opened by C.H. Lang where Harley-Davidson developed and marketed the first V-twin powered motorcycle. Within sixteen years Harley-Davidson became recognized as the largest motorcycle manufacturer in the world, with over 2,000 dealers in 67 countries. Harley-Davidson remained the only American manufacturer of heavyweight motorcycles over the next forty-six years.
The U.S. Army began using motorcycles as early as 1913. According to a Strategic Report for Harley-Davidson, the military purchased one third of all Harley-Davidsons manufactured in 1917…Harley-Davidson almost completely suspended civilian production of motorcycles in order to focus on military production producing nearly 90,000 motorcycles exclusively for military use during WWII. In 1945, the wartime production of Harley-Davidson motorcycles slows to a near halt and then civilian production revs up its engines again. (Mark Melief, Tycen Bundgaard, Jordan Hathaway) As soldiers returned home and America fell in love with the motorcycle, H-D motorcycles became known for their racing capabilities. Along with this reputation arrived the iconic image of speed, danger, risk, bad boy, rebel persona. Motorcycle Owner Demographics Survey data from the Motorcycle Industry Council on motorcycle owner demographics for the 1985 to 2003 period reveals a shift towards older owners to a median age of owners being 41.0 years in 2003. Also, survey results for 1998 indicated that 92 percent of owners were male, a slight—but probably not statistically significant—trend consistent with growing female ownership. (Morris)
In 1952 Harley-Davidson debuted the Sportster (known then as the model-K). The Sportster launched Harley-Davidson’s brand name to mainstream population, as affordable transportation with an edge. A legend is born. Hollywood began to feature the H-D Sportster in films such as: the 1953 film “The Wild One” starring Marlon Brando. Over the next five decades Harley-Davidson motorcycles have shared the spotlight with heroes and heartthrobs and good ol' American rock 'n' roll stars such as Elvis, James Dean, Peter Fonda, Dennis Hopper, Bruce Springsteen and more. Traditionally motorcycling has been a male dominated sport. The role of women has been to sex up the image such as, Marilyn Monroe seen perched upon Harley-Davidson motorcycle with Elvis Presley in one photo shot and with James Dean in another. Whether romanticized in film, photos and posters or the real deal, Harley-Davidson motorcycles became the ultimate symbol of with machismo, no fear, rebellion, passion and heroism.
How can one company build upon a platform of emotions for over 100 years, an ethos appeal to become the largest motorcycle manufacturer in the United States? Harley-Davidson realized early on that not only did it have to have a reliable, well engineered product, but H-D had to appeal to a larger subculture that related to the “bad boy” image, as well. H-D hired advertising agencies and promotional companies to build upon this enthusiasm, but most importantly never lose sight of the importance of the product staying connected to the culture it was being designed for and aligned with. Essentially, by owning a Harley you become a member of a special community of people who all share an interest in one product. Advertising firms such as Carmichael Lynch in Minneapolis put this philosophy to work with marketing campaigns such as the 2008 campaign, “So screw it let’s ride.” Carmichael Lynch, appeals to the working class’s growing frustration with the everyday grind and Middle America's growing concern with worldwide economic strife, soaring mortgages and prime loan rates coupled with concern for the never-ending war with Iraq and Afghanistan. "and the rumble of an engine drowns out all the spin of the evening news…Screw It, Let's Ride."
Although hard hitting marketing campaigns are essential, Harley-Davidson primarily relies on its loyal consumer hard core base or brand evangelists. This is most interesting and captivating difference between Harley-Davidson and most other companies. Harley-Davidson (like Apple and Nike) has cultivated a worldwide fan base, loyal membership of owners of Harley-Davidson (HOG) motorcycles. These members are the foundation of the H-D empire. Harley-Davidson Owners Group (HOG) has a worldwide membership in excess of 900,000. The company understands the importance of maintaining a close relationship with its customers/members. H-D supports rallies, club “HOG” (Harley Owners Group) and “LOH” (Ladies of Harley) meetings, weekend parties including free food such as, hamburgers and hot dogs. Many of stores are designed around the members’ traveling needs as destinations and include eating lounges and restaurants on site including: large soft couches, tables and chairs, hot coffee, tea, cocoa, popcorn, soft drinks and newspapers. The bathroom facilities offer extras for the traveler such as lotions, scented hand soaps, hair dryers. These destinations offer a variety of logo merchandise providing a sort of uniform for loyal members or subculture. How many companies can boast that their customers will go to great lengths to wear the company logo even going so far as to tattoo that logo to their bodies? Considering the motto of this group of customers of freedom and rebellion it’s necessary to also consider that the wearing of leather and logo merchandise identifies creates an iconic image for each member as a component of the Harley-Davidson lifestyle, core value’s structure, subculture or essence brand evangelists. By focusing, maintaining and supporting this loyal customer base, it is really unnecessary for Harley-Davidson to advertise to mainstream America.(Schouten and Alexander, 1995). Since 1938, Harley-Davidson has supported nation-wide rallies bringing members together. The most famous of these rallies is the Black Hills rally in Sturgis a small town in western South Dakota. Sturgis, a legendary annual event, draws thousands of Harley riders each summer. Rallies like the Black Hills Rally in Sturgis demonstrates and promotes Harley’s image. (Mark Melief, Tycen Bundgaard, Jordan Hathaway)
“It's never been easier to get on a Harley-Davidson® motorcycle and find freedom and adventure on two wheels. Through several simple milestones, you'll get the tips, advice and confidence you need to turn your dream of riding into a reality. It's your path, your pace. Let's ride.”
Over the past century Harley-Davidson’s direct marketing to its membership has changed as have the times we live in. In fact Harley-Davidson ads are in some ways a visual timeline to the changes that have taken place across time and the many miles of asphalt that connects Americans.
An effective marketing tool Harley-Davidson uses is test drives. (Hari Prakash) The latest Harley-Davidson email lures, "Lead yourself into temptation. Test drive the bike you desire at a dealer near you." Through emails, brochures sent via post mail, word of mouth, and news shared at the monthly HOG and LOH meetings H-D has a direct line to their customers. H-D does not need to appeal to the masses. They know their audience and speaks directly to that fiercely loyal audience. The belief is once you’ve driven a Harley you’re smitten. Dealerships focus on getting the customers into the store. Whether meeting with friends for a drink at the on-site restaurant, café or outdoor cook-out, stopping by for a pit stop, attending events such as sponsored concerts, Bike Nights or just picking up an extra pair of gloves; once the customer walks through the double doors they are greeted as family, warm smiles and hardy handshakes. The store's scent of leather and warm engines permeates the atmosphere. Merchandise with H-D logos lines the walls and racks of leather lure the customer to explore. Members often joke, you can’t walk into a Harley store without buying something. Sales personnel make it a point to know each customer by name and often remember what bike that particular customer/member owns. In a normal commercial setting that wouldn’t be possible, but in the Harley world customers and HD personnel have been brought together on long rides together, or visiting with each other at the previous evening’s Bike Night. Bikers also unite around many causes, such as Shriners’ Hospital, Toys for Tots, Canines for Vets, Poker Run for Rescue Animals, raffles plus annual fundraisers for Schools and Charities and many more. The brand Harley-Davidson is much more than a company logo. It represents a community...a family. This community represents ideology and belonging. “How We Roll.” It’s about tradition, patriotism (H-D roots from the army) and finding others that believe in the similar beliefs. Above all owning a Harley is about riding. Most H-D owners have owned more than one H-D bike. Since most H-D owners are brand evangelists they stay with H-D as they upgrade to newer bikes. The test drive serves to enable this allegiance and bring in new customers, as well. Theory is once you’ve sat and ridden a Harley you will never want to ride anything else. Since most Harley riders admit that owning a Harley is something they’ve dreamed about for years…H-D personnel are there to make those dreams come true. (Mark Melief, Tycen Bundgaard)
Each Harley-Davidson website includes the latest news and events and of course the latest bikes and accessories. As well, members of HOG and LOH can log in to view the specific calender and events for their club associated with that dealership. Photographs and awards are also posted. Information such as: who's captaining the next ride, where everyone is meeting for dinner during the week and so on, just like a family. Each Harley-Davidson dealership sends out weekly and sometimes by-weekly email reminders of local events, sales and who's doing what when. The current "causes" are listed and calls for volunteers. No matter where members are traveling they can share news and pictures just by logging into their Harley-Davidson home site, keeping everyone in touch, just like a family.
Women and Harley-Davidson:
Before 1970, women riders were rare in this male dominated sport as illustrated in two photo shots: Marilyn Monroe and James Dean and Jane Mansfield & H-D bike. As opposed to the photo shot of Anke-Eve Goldman: Being Admired: Eve Goldman, on a BMW R69. Goldman crusaded for female competitive riders and is still held as an iconic crusader for women riders today. In fact most Harley-Davidson ads concentrated more on sexing it up more for the purpose of the male viewer than empowering women. Women were relegated to the back of the bike. As women gained more independence they also began to want to share in more experiences. This included riding motorcycles. Although Harley-Davidson paid some attention to this movement with the occasional print ad featuring women such as the 1974 HD magazine ad “Harley Davidson. Make one stop…and go.” The women featured aren’t actually “riding” the bike but are geared up in Logo merchandise, while another woman sits admiringly at the male rider’s knee.
The 1980’s featured Tammy Kirk's Harley-Davidson XR750 dirt track racing motorcycle. Kirk is the first woman to qualify in an AMA Grand National Final. Women were moving forward from taking a backseat to the front seat of the motorcycle. Harley-Davidson was still slow on featuring women or recognizing that the women population of owners was gaining in numbers.
1990’s through 2006: Over the next twenty years from 1990 to 2006 women found and earned their place in motorcycling. Companies such as Honda and Yamaha designed bikes with the woman’s body in mind: such as the Honda and Yamaha 250’s. These bikes were lower to the ground, easier to maneuver and start speed is less of a “burst of speed” as opposed to the Sportster that is often recommended for women. Here’s where Harley fell behind in its strategic marketing. While other manufacturers were designing bikes just for women, Harley-Davidson as much ignored its female population as actual riders. Although Softails and Dyna Low Riders can be customized for women they aren’t ultimately designed for women riders.
2007 – 2010: According to a 2008 survey by J.D. Power and Associates, 12 out of every 100 motorcycles are sold to women – a 20 percent increase since 2003. (Mark Melief, Tycen Bundgaard). As more women are empowered to buy their own motorcycle these numbers are ramping up daily. That adds up to 32,000 new bikes in 2006, compared with 4 percent in 1990, 9 percent in 1998 and 10.6 percent in 2003. Women will spend over $300 million on Harley bikes this year in the United States. That interprets to 35% of all Harley bike sales are made by women. (Bikes) With these stats in Harley-Davidson has finally caught on. Women riders are here to stay. Harley-Davidson sets out to woo the female customer. (KRAUSS) Today in 2010, there are many resources for Women riders. Harley-Davidson launches campaigns to include women as part of the "HOG / LOH culture." As well, women riders can find support and information groups such as: Roar Motorcycles, Women on Wheels and Harley-Davidson's own website addition: Just for Women - Inspired to Ride. Harley-Davidson has designated May as Women’s Motorcycle month. Rallies across America are being planned. Harley-Davidson has finally realized that women are more than just members of the Harley-Davidson subculture. Women riders.
“Harley-Davidson is honoring women who have taken life by the handlebars.”
“Harley is calling you home! Don’t miss the biggest party of the year for women riders, no matter what type of motorcycle you ride!”
Message: as always you belong, escape, rebellion, freedom, camaraderie and being a part of a higher experience…RIDE...make your dreams come true.
HD Mission Statement:
“We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments.”
________________________________________________________
Works Cited
Dad’s Vintage Ads, http://www.dadsvintageads.com/catalog.php/dadsvintageads/dt50463/Harley_Davidson
Scotty Moore, “The Official Website,” http://www.scottymoore.net/elvisharley56kh.html
The Best Motorcycle Poster, http://www.best-motorcycle.com/posters/james-dean-marilyn-monroe.shtm
The Vintagent, “The Worlds #1 Vintage Motorcycle Site,” http://thevintagent.blogspot.com/2009/02/anka-eve-goldmann.html
The Early "HARLEY-DAVIDSON" MOTORCYCLES, 1905 to 2008,” http://harley-davidson.oldcarandtruckpictures.com/
Morris, C. Craig, Ph.D., U.S. Department of Transportation Research and Innovative Technology Administration http://www.bts.gov/publications/bts_special_report/2009_05_14/pdf/entire.pdf
Harley-Davidson. (2001-2010), “Let’s Ride”
http://www.harley-davidson.com/wcm/content/pages/women_riders/landing.jsp
http://www.harley-davidson.com/wcm/Content/Pages/women_riders/roadmap/roadmap.jsp?locale=en_US
Hari Prakash. N.V. Harley-Davidson, Inc. Strategic Management Case Analysis. http://www.docstoc.com/docs/7066646/Harley-Davidson-Strategic-Management-Changed-New/
Hot Bike, “Women Riders – Harley-Davidson sponsors Women’s Bike Month” http://blogs.hotbikeweb.com/6589916/editorials/women-riders/index.html
Mark Melief, Tycen Bundgaard, Jordan Hathaway. (2006), “Strategic Report for Harley-Davidson,”
http://www.economics.pomona.edu/jlikens/SeniorSeminars/pandora/reports/harley.pdf
KRAUSS, CLIFFORD, (2007) New York Times, “Harley Woos Female Bikers,” http://www.nytimes.com/2007/07/25/business/25biker.html
Schouten, John W., McAlexander, James H. (1993), "Market Impact Of A Consumption Subculture: The Harley-Davidson Mystique", European Advances in Consumer Research Volume 1, Association for Consumer Research, Pages: 389-393. http://www.acrwebsite.org/volumes/display.asp?id=11476
Bikes Babes and Bling, Women Riders, http://www.bikesbabesandbling.com