Harley Davidson’s Strategy in the New Normal and What We Can Take Away From it

“I can’t hear you over the rumble of my freedom.” — Harley Davidson of Atlanta

I’m a boomer… and I’ve always loved Harley Davidson — especially due to the consistency of their brand approach. To this day — anytime I teach my branding class I either wear my Marvel gear (hey, you know I love comic books) or I put on my Harley gear to showcase brands that I truly believe exemplify “the best of the best” integrated brand “look and feel.” Yeah, I know I’m outdated and all…but, it’s the best way I know to showcase the branding genius of Marvel & Harley.

Let me tell you a few other facts about Harley…

Prior to first quarter 2021 — Harley had a 30% increase in sales after 12 consecutive quarters of financial losses. Say what? Yup, the ole boomer gas guzzling brand seems to be back… Was it sheer dumb luck or COVID-related? Turns out Harley was ideally positioned to capture untapped market demand due to the self-imposed restrictions on travel and consumer fears about public transit. Yep, that’s right… an honest to goodness boon due to COVID.

Consistent with other outdoor pursuits brands, Harley-Davidson benefitted from “lockdown” fever. Getting out and about in a socially distanced manner became big business. I mean what a better way to escape…