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4,772 $m

Harley-Davidson, the American motorcycle manufacturer, is experiencing the continued success of its strategy to expand beyond its baby boomer-and-older base. The brand is up-to-speed on swiftly changing trends and, in addition to launching initiatives to connect with new audiences, it has improved its presence on social media platforms. A new crowd-sourcing Facebook app called Fan Machine, the Twitter hashtag #StereotypicalHarley, and the "E Pluribus Unum" campaign are all targeted to appeal to non-traditional Harley fans. Innovative lines like Dark Custom, with its motto "Understatement Overdose," are designed to attract younger, female, and non-white bikers. In addition, the brand has also introduced eight new bikes with features like voice-recognition phone and music, more dramatic styling, and improved power and braking performance. The H-D1 line, which promises the parts, the processes and the expertise for anyone to build his/her own one-of-a-kind Harley, meets consumer demand for a more personalized brand experience. To ensure that relevance does not drift amid all this change, Harley-Davidson maintains a close connection to its heritage. The brand's roots are apparent in its approach to creating hometown events with a focus on ultra-targeted, high impact "epic" experiences that build its fan base on a local level. Currently the #1 seller of motorcycles to women, African-Americans, Hispanics, young adults, and baby boomers in the U.S., Harley-Davidson appears to be on the right track-and may have found the key to the long-term success of its brand.  

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