BrandPlan Analysis
Name:
Harley-Davidson Motor Cycles
Category:
Automotive – motorcycles & scooters
Owner of the Brand:
Harley-Davidson Motor Company, Inc.
Key Competitors:
Honda, Suzuki, Yamaha, Kawasaki, BMW, Indian
Fulfiling dreams of personal freedom.
Independence, freedom, individuality, heritage.
Powerful, adventurous, tough, American, masculine.
“We fulfill dreams of personal freedom.
OUR ROOTS
In 1903, out of a small shed in Milwaukee, Wisconsin, four young men lit a cultural wildfire that would grow and spread across geographies and generations. Their innovation and imagination for what was possible on two wheels sparked a transportation revolution and a motorcycle culture that would make Harley-Davidson one of the most recognized and revered brands in the world.
Since the beginning, we’ve proudly and authentically stood up for the things we believe in most: the rebel spirit in all of us, unity, individuality and personal freedom. These beliefs and a desire to find freedom on two wheels forge a bond that brings Harley-Davidson riders, employees, dealers, and suppliers together.
On our quest to build the next generation of riders globally, we welcome all who share these beliefs and a desire to enjoy the world on a motorcycle.”
Significant Campaigns
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