Since 1903, Harley Davidson (“H-D”) has been producing some of the most iconic two-wheeled creations on the planet. Those of us with a bit of grey in our beards don’t need to be sold on H-D’s significance to American culture; after all, we know nothing screams freedom better than a Harley Davidson motorcycle. But how can Harley appeal to the, ahem, younger crowd shall we say? With a few modifications to its branding strategy, we know those Millennials can be won over. Here are 5 ways Harley must rebrand in order to appeal to Millennials.
1. Technology and Innovation
Anyone who thinks H-D has been laggard in terms of innovation clearly hasn’t been “plugged in” to H-D’s LiveWire strategy. H-D’s LiveWire electric motorcycle is sure to attract environment-conscious thrill-seekers. Right around the corner in August 2019, the LiveWire features an advanced all-electric powertrain, clutch-less transmission, lightweight frame, fully-adjustable suspension, state-of-the-art touchscreen, and a battery capable of going 140 miles in the city on a single charge.
2. Commuting Convenience
Did we mention the LiveWire can go 140 miles in the city on a single charge? Well that will keep you off those crowded city subways. There’s no better way to remain mobile in the big city, whether you’re on electric or gas. Somehow traffic doesn’t seem like it used to, and the independence one gets from riding solo to and from work can’t be beat.
3. International Appeal
If you think only Americans can appreciate a Screamin’ Eagle, well, think again. There’s a massive market for Harleys outside of the US, and even right here in the US there’s an ever-growing population of internationals residing in the States. It’s smart for Harley to increase brand awareness in this segment of the market, and win over the hearts and minds of the same youth that might have ordinarily looked to European or Japanese brands for their two-wheeled adventures.
4. Individuality
Being unique matters to Millennials. A lot. Some express it through their clothing, others through their ink, others through their clothing and ink. Harley is in a position to exploit the Millennial’s insatiable need for non-conformance, and position their lineup as another opportunity for self-expression. Customize the look? No problem. Modify the sound? No problem, still. Be bespoke and be real; that is the answer.
5. Social Responsibility
The Millennial mind demands equality, inclusivity, and diversity, and appreciates a brand willing to make bold social statements. If Harley wants to move the Millennial, literally and figuratively, it must tell a story that resonates with them.
