When it comes to brand loyalty, Harley Davidson definitely knows how to build and maintain relationships. Harley is one of those successful brands that manages to turn customers into evangelists – loving fans and loyal followers.
Thousands of motorcycle riders and enthusiasts from all over the world came to Milwaukee this weekend to celebrate the 110th anniversary of Harley-Davidson.
Tons of updates have been posted to Facebook, Twitter and Instagram about the anniversary parade. Several reviews have been written about the performances of Kid Rock, Aerosmith, Toby Keith etc.
Harley buffs also got a chance to check out some of the best professional and amateur-made custom bikes at the Harley-Davidson Museum. The museum hosted its custom bike show, along with the second annual AMD Invitational Custom Bike Show. [Journal Sentinel Online]
Brand Loyalty to the MAX
Similar to Apple in the computer industry, Harley Davidson manages to communicate very clearly what the company stands for. The message is authentic and transparent, focusing on reaching the target market and making the brand appear trustworthy.
Harley’s quality mission reads as follows:
“Customers for life… Harley-Davidson values the deep emotional connection that is created with our customers through our products, services and experiences. We are fueled by the brand loyalty and trust that our customers place in us to deliver premium quality and the promise of a fulfilling lifetime ownership experience. We exemplify this commitment by embracing a culture of personal responsibility and stewardship for quality in everything we do.”
How far can brand loyalty go?
Well, if you think of Harley logo tattoos on customers biceps than you know for sure that loyalty isn’t solely limited to buying your favorite products and services. It can go way beyond that…
But Harley knows there’s more to marketing than a steady loyal customer base. In order to be successful in the future the brand has to expand and reach out to other demographics.
Expanding market shares
Although the industry is dominated by men, Harley understands that women control the spendings in most families. According to Journal Sentinel Online…
Women riders are among the most important demographics for Harley as it cultivates the next generation of motorcyclists. About a third of the students enrolled in Harley’s rider training classes are female. […]
Harley-Davidson has a website for women motorcyclists and an outreach program with events aimed at women and racial minorities. The company has done more in both areas than other motorcycle manufacturers, according to Genevieve Schmitt, publisher of Women Riders Now, an online publication.
“There is not one other manufacturer that is dedicating resources to attract women riders, and that is very disturbing to me,” Schmitt said.
“Kudos to Harley. They get it,” she said.
Harley’s brand messaging is built around what the company believes in. And that is more than focusing purely on sales. Brand values come from the core of their motorcycle business and are presented with integrity.
Are you passionate about motorcycles? What do you like / dislike most about Harley Davidson’s marketing and focus on brand loyalty?