History of Advertising: Harley Davidson

HARLEY DAVIDSON

A look at how the iconic brand achieved a cult following.

- “Harley is not automotive. It might have an engine, it might have wheels, and it might run on roads, but that’s where the similarities stop. We think the best form of advertising is great experiences spread by word-of-mouth.”

(Effective storytelling and advertising)

"STORY TELLING" IS THE KEY

HARLISTAS

: LATINO HARLY DAVIDSON RIDERS

YOUR BIKE

REPRESENTS

WHO YOU ARE

CONTENT MARKETING

ADS FROM EARLY TO CURRENT

“There is a longstanding history between Hispanics and Harley-Davidson and we want to celebrate it."

: one million people around the world, united by a common passion: making the Harley-Davidson® dream a way of life.

HARLEY

OWNERS

GROUP

WOMEN RIDERS

"HARLEY DAVIDSON is more than just motorcycles. "

"MY TIME TO RIDE IS RIGHT NOW"

THE GREAT

DEPRESSION

-ART-DECO

-THE BEGINNING OF GRAPHIC DESIGNS

-WAS MADE TO STIMULATE THE LOW SALES

HARLEY DAVIDSON LIFESTYLE BRANDING & THE WAR EFFORT

Benefits

-Roadside Assistance

-Hog Events

-Hog Magazine

-Touring Handbook

-Hog touring contest

Why did Harley Davidson survive?

JAPANESE INTEREST

-The Japanese motorcycle industry is founded as a result of Harley-Davidson licensing blueprints, tools. The Japanese industry becomes the strong competitor against America with lower pricing.

-Indian vs. Harley Davidson (America)

-1953 The one & only manufacturer

Competitor: Buell & Indian & Japanese Industry

EARLY BEGINNING

1903

CERTIFICATION

Walter Davidson scores a perfect 1,000 points at the 7th Annual Federation of American Motorcyclists Endurance and Reliability Contest.

Three days after the contest, Walter sets the FAM economy record at 188.234 miles per gallon.

Word of Harley-Davidson's extremely tough motorcycle spreads rapidly.

William S. Harley

& Arthur Davidson

BUYBACK

BUYOUT

-HOG (Harley Owners Group)

- Harlistas

-Women Riders

-Iron Elite

-Military & Veteran Riders

1969 Harley-Davidson merges with the American Machine and Foundry Company (AMF), a longtime producer of leisure products (bowling)

1981 ,on February 26, thirteen Harley-Davidson senior executives sign a letter of intent to purchase Harley-Davidson Motor Company from AMF. By mid-June, the buyback is official, and the phrase "The Eagle Soars Alone" becomes a rallying cry.

-Family Oriented Business

-Team with Army & Police force

-Individualism

-Patriotic

-Rebellious

-Customization

-Quality

THRILL > SAFTEY

IRON ELITES

BACKGROUND

THE LIFESTYLE

CONTINUES

Showcases the rich history, inspiring stories and custom bikes of African American riders.

MILITARY & VERTERAN RIDERS

SUPPORTING OUR NATION'S HEROES

Through a motorcycle riding program and awareness campaign, Harley-Davidson announces their support of Wounded Warrior Project® to improve the lives of servicemen and women who are living with post-traumatic stress disorder.

-SOLDIERS STORIES

-HISTORY WITH THE MILITARY

FUTURE

?

EXRESS

YOURSELF

HARLEY FEST

ANNIVERSARY CELEBRATION

BIKE WEEK

(2014)

"FASTER, HIGHER, FARTHER"