Harley Davidson motorcycles is a legendary American brand that has seen its share of tough times lately because of declining sales, lower bike enthusiasm and a rapidly aging out of its core baby boomer demographic. There is much to sort out within their heavyweight product lines to attract a younger and more urban audience. But there is a brand perception among a new consumer base that could improve by understanding consumer insights. This could lead to the future for this brand and would be an illustrative model of the approach.
As a rider, I love my classic 2004 Road King with its loud 88 cubic inch V-twin engine and its customization and chrome. It’s fun to just get lost for several hours on a weekend or take a trip with my wife on the back and some friends for a day. My long commute is a lot more fun in the summer on the bike.
Who is the New Consumer target for HD?
The consumer target that Harley Davidson wants is Millennials and Gen X. Successful males and females who are adventurous and outgoing with friends and family that like to travel. Wants to enjoy life to the fullest. Motorcycles are a viable commuting or adventure product
The consumer target that Harley Davidson has cultivated and built its brand is the middle-aged Baby Boomer and older Gen X male. They use the HD experience to get away from the world. HD is a lifestyle badge and a statement of toughness and adventure. Harley wants you to feel the community experience rather than just riding a motorcycle
Cost is also a consideration for the target they need to attract. New Harley’s are expensive, so you are looking to attract upwardly mobile successful men and women to ride. Imagine that you are successful and handsome millennial guy or gal who is socially active with a circle of friends. You like to entertain and have fun. Does the traditional “Harley” aging badass image make a shred of sense as the “look” you are going for?
What is a consumer insight, anyway?
A consumer insight is the lens through which we view a brand. its a statement of how a brand solves an emotional need for the consumer. It is not a rational benefit or observed behavior of the consumer. For more on that check out my blog post on the subject.
A good consumer insight states how a person sees and feels about themselves. It also must state how the brand uniquely solves a problem in their life. We usually write it in the first person. An article in CNBC related Harley’s consumer observation that millennials ride motorcycles for transportation, whereas older riders enjoy the hobby and lifestyle. But these are observations and functional benefits that only scratch at a consumer insight.
Possible Unifying Consumer insight for HD
While we would need deeper consumer research among its riders and its potential target, lets take a guess for now as to a likely consumer insight. This insight, if true, would unite both new rider and older rider.
“Riding makes me feel a sense of adventurous freedom from my (conventional / monotonous / frustrating) world. When I ride my Harley for commuting or for fun, I am part of a tribe of others who are friends because we share this love of living on the edge. HD is a symbol of my authentic American identity.”
New target shares old target values. But old target imagery is wrong.
Harley Davidson uses imagery to a great degree to convey its brand message. There are images that are relevant and classic, and images that are outdated. In HD’s case, I argue that there are also images destructive to the brand.
Uniting imagery—mostly heavy user impressions
- Authentic Americana
- Freedom
- Outdoor adventure vacation
- Spending time with close friends, spouses
- Rebellion from the everyday life
- Connection to a community
- Strength and consistency of product
- Range of exciting products for all riders
Out of date imagery – mostly non-user perceptions
- Emphasis on heavy touring bikes
- Skulls, crossbones
- Product style unchanged from the 1970s
- Leather vests, boots
Potentially destructive images and associations
- Elderly riders—white beards, loners, rebels
- Disheveled, socially marginal and unapproachable
- Part of a gang, tough-guy, somewhat dangerous
Loyal HD riders get it too. They know that the brand needs to change. But they want to be part of the new brand. They feel that they are being ignored or marginalized as the brand seeks younger, newer users to become part of the family and spend a lifetime trading up to newer and better bikes.
The answer lies in the intersection of old and new. The desired new target really shares the consumer insight – the emotional problem and emotional solutions – that resonates with the brand and the older target. Both targets are kindred spirits. The problem is perception based on a lack of updating imagery. And that is something that the marketer can change before it’s too late.
I enjoyed it a lot thanks.
Wow, very interesting
When I was interested in Harley Davidson, I tried to rent one. I was quoted between $185 and $225 a DAY. Now I heard that the prices have gone up to $300 a day. Not happening. Sorry. They have priced themselves into oblivion.