Product details

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Abstract

Harley-Davidson (HD), the world’s largest manufacturer of heavyweight motorcycles had been one of the most sought after motorcycle brands across the world. HD had redefined the motorcycle riding experience by creating premium motorcycles which resonated the aspects of independence, freedom and power. HD’s customer base had largely consisted of wealthy men, over the age of 40. The declining number of its core customers and the prolonged recession forced HD to divert its marketing towards its ‘outreach customers segment’ which included young adults, women, African-Americans, and Hispanics. Although women were not a part of the core demographic of HD, it witnessed a rising number of female customers over the years. HD had also reciprocated its keenness to nurture female riders by organising programs and events. The rise of millennial women led to the larger presence of women in the motorcycle industry. Cashing on the opportunity, HD announced its plans to launch exclusive bikes for women. Designed for female riders, these bikes sported features unlike the traditional HD motorcycles. Considering the dominance of HD in the motorcycle market and the rising trend of female riders, HD’s move of launching women-centric bikes was touted as the right move by industry experts. However, analysts feared the presence of hurdles, associated with the brand’s move of embracing a feminine culture, and the competitive moves of the rivals. How HD will overcome the hurdles and succeed in its expansion move remained to be seen.
Location:
Industry:
Other setting(s):
2014

About

Abstract

Harley-Davidson (HD), the world’s largest manufacturer of heavyweight motorcycles had been one of the most sought after motorcycle brands across the world. HD had redefined the motorcycle riding experience by creating premium motorcycles which resonated the aspects of independence, freedom and power. HD’s customer base had largely consisted of wealthy men, over the age of 40. The declining number of its core customers and the prolonged recession forced HD to divert its marketing towards its ‘outreach customers segment’ which included young adults, women, African-Americans, and Hispanics. Although women were not a part of the core demographic of HD, it witnessed a rising number of female customers over the years. HD had also reciprocated its keenness to nurture female riders by organising programs and events. The rise of millennial women led to the larger presence of women in the motorcycle industry. Cashing on the opportunity, HD announced its plans to launch exclusive bikes for women. Designed for female riders, these bikes sported features unlike the traditional HD motorcycles. Considering the dominance of HD in the motorcycle market and the rising trend of female riders, HD’s move of launching women-centric bikes was touted as the right move by industry experts. However, analysts feared the presence of hurdles, associated with the brand’s move of embracing a feminine culture, and the competitive moves of the rivals. How HD will overcome the hurdles and succeed in its expansion move remained to be seen.

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Location:
Industry:
Other setting(s):
2014

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