Harley-Davidson to change its global approach
In a shake up for the iconic motorcycle brand, Harley-Davidson is planning launch new motorcycles, expand to other markets and modify their customer service experience.
Labelled “More Roads to Harley Davidson”, the strategic plan aims to focus on their customers, strengthen their dealer network and introduce new products to the range by 2022.
Kicking things into gear will be the most comprehensive line-up of motorcycles yet covering all bases of markets, riding styles, price point, and engine types.
More focus will be put on technologically advanced Touring and Cruiser class models with a new modular 500cc – 1250cc grade.
The Harley-Davidson Pan America 1250 will be the first Adventure Touring bike earmarked for a 2020 launch along with a 975cc Streetfighter model.
In Asia, where smaller displacement engines are popular, 250cc and 500cc bikes will be developed especially for the Indian sub-continent.
And as is the way of the future, an electric motorcycle, the LiveWire, is the pipeline for the company as it moves towards being a leader in the industry.
The other strategic component of the plan includes a customer first approach that Harley says will meet customers where they are.
This will involve high-engagement customer experiences, improving their digital platforms while integrating it into the dealership retail experience as well as new retail formats such as smaller, urban storefronts.
Finally, the implementation of a performance framework for its dealer network around the world with a customer service focus.
Harley-Davidson President and CEO Matt Levatich is confident the brand will appeal to even more riders in the future.
“Our plan will redefine existing boundaries of our brand – reaching more customers in a way that reinforces all we stand for as a brand and as a company.”
“We will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding.”