BOC Brands: Harley Davidson

harley davidson

Harley Davidson has had a long history of providing a products to consumers from all over the world. Although the motorcycle brand is traditionally associated with american consumers, the brand has grown to be accepted by consumers of many demographic and psychographic backgrounds. Motorcycle popularity has consistently experienced growth with small periods of decline. What has allowed the company the ability to be successful regardless of outside factors is the fact that they provide a product that is truly free for anyone to use. Even women, who are not generally thought of as a core consumer for motorcycles have boosted sales since early in the companies history. "There's never been a glass ceiling for women when it comes to Harley-Davidson, as female riders have been an integral part of the family since the company's early days" (Harley-Davidson Celebrates 'Women Riders Month' With Nationwide Search For Top Stories Of Female Independence, Harley Davidson). Having women as a vital segment of the target market gave the company an advantage over its competitors for many years. To this day, the company objective is to continue to expand on its target market. "Harley-Davidson recently reported newly available U.S. demographic market share data for 2012 new street motorcycle sales (all engine displacements) showing the Company continued its market leadership in the U.S. among young adults 18-34, women, African-Americans, Hispanics and Caucasian men 35-plus" (Harley-Davidson First-Quarter Earnings Rise Sharply, Harley Davidson Inc.). In the most recent Harley Davidson advertisement it shows consumers breaking stereotypes. The commercial places a key word for typical Harley consumers with the image of an actual person that contradicts that statement. The advertising is new and refreshing but is consistent with what their message has been. "The desire for individual expression draws customers from all walks of life because it's a universal, human value that transcends cultures, generations and history" (Harley-Davidson Leading The Field With Young Adults, Harley Davidson Inc.). It is very unique for a company to increase their customer base with out alienating loyal customer. The great companies that provide in demand products internationally are the one that stay in tune with what the customer wants and needs. As a tribute to the customers and the brand, Harley Davidson is having an event to celebrate now that the company is turning 110 years old. There is a "global celebration connecting millions of Harley-Davidson fans united by a common bond and shared passion for freedom, self-expression and epic adventure" (Harley Unveils Peek at 110th Party Music Lineup, Harley Davidson). The core values of the company is what they use to connect to their consumers. They will continue to increase in popularity of they stay consistent with what they have done since the start. In more recent consumer reports, it is stated that the company has "continued to gain market share in the U.S., where it is the dominant supplier of large motorcycles" (Harley's Efficiency Moves Pay Off, James R. Hagerty).