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History of Advertising: Harley Davidson

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by

Jane Ahn

on 12 July 2016

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Transcript of History of Advertising: Harley Davidson

HARLEY DAVIDSON

YOUR BIKE
REPRESENTS
WHO YOU ARE

"HARLEY DAVIDSON is more than just motorcycles. "
EXRESS
YOURSELF
"STORY TELLING" IS THE KEY
CONTENT MARKETING
HARLISTAS
HARLEY
OWNERS
GROUP
-HOG (Harley Owners Group)
- Harlistas
-Women Riders
-Iron Elite
-Military & Veteran Riders
: one million people around the world, united by a common passion:
making the Harley-Davidson® dream a way of life.
Benefits
-Roadside Assistance
-Hog Events
-Hog Magazine
-Touring Handbook
-Hog touring contest
: LATINO HARLY DAVIDSON RIDERS
WOMEN RIDERS
"MY TIME TO RIDE IS RIGHT NOW"
Showcases the rich history, inspiring stories and custom bikes of African American riders.
IRON ELITES
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
"FASTER, HIGHER, FARTHER"
BIKE WEEK
(2014)
HARLEY FEST
ANNIVERSARY CELEBRATION
ADS FROM EARLY TO CURRENT
- “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)
BACKGROUND
EARLY BEGINNING
William S. Harley
& Arthur Davidson
1903
CERTIFICATION
HARLEY DAVIDSON LIFESTYLE BRANDING & THE WAR EFFORT
THE GREAT
DEPRESSION
-ART-DECO

-THE BEGINNING OF GRAPHIC DESIGNS

-WAS MADE TO STIMULATE THE LOW SALES
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
BUYOUT
BUYBACK
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.
THE LIFESTYLE
CONTINUES
Why did Harley Davidson survive?
Competitor: Buell & Indian & Japanese Industry
-Family Oriented Business
-Team with Army & Police force
-Individualism
-Patriotic
-Rebellious
-Customization
-Quality
THRILL > SAFTEY
FUTURE
?
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.

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

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