Welcome to the world of roaring engines and the iconic legacy of Harley-Davidson, a brand that not only pioneered motorcycle engineering but also mastered the art of building an incredibly loyal community across the globe. From the distinct rumble of the engine to the unique design of each model, Harley-Davidson stands as a symbol of freedom, adventure, and individuality. In this article, we dive into how this legendary brand has cultivated a passionate fandom and established a thriving global community, making it so much more than just a motorcycle brand.
Join us as we hit the open road to uncover the secrets behind Harley-Davidson’s enduring appeal and robust brand loyalty.
Picture this.
It’s Harley-Davidson’s 80th birthday, and they have arranged a celebratory street party at their home, in Milwaukee – but, only 28 riders show up.
Now picture this, it’s June 13th, 2003 Harley-Davidson’s 100th birthday… you’re in a helicopter flying over Milwaukee and you cannot believe what you see out the window… THOUSANDS of moving objects – 100,000 Harley-Davidson bikers to be exact, roaring through the streets in their famous leathers – surrounded by another 130,000 cheering spectators. WOW!
So, in just 20 years… how did they get there?
The company’s direction, said Clyde Fessler, former vice president for business development, “was to turn left when others would turn right. Let’s be the alternative and do the things other brands can’t do. That became our strategy in everything we did”.
Activating a Global Community of Enthusiasts.
Harley-Davidson understood that the strength of its brand lay not just in its products but in its ability to create a highly engaged community of enthusiasts worldwide. This global community is not just about owning a motorcycle; it’s about sharing experiences, adventures, and a real and raw passion for the brand that transcends geographical boundaries.
A brand that is now synonymous with motorcycle culture and has successfully established itself as more than just a manufacturer of bikes; it’s a lifestyle brand with a fiercely loyal following. This achievement can be traced back to its distinct brand and loyalty strategy that resonates deeply with enthusiasts around the world.
H.O.G. – Harley Owners Group.
In the mid 1980’s the Senior Leadership Team recognised that the brand had developed a community-based phenomenon. This “brotherhood”, united by a shared passion, gave Harley-Davidson the opportunity for a strategic re-positioning as the ONLY motorcycle manufacturer that truly understood bikers, on their own terms.
Established in 1983, in the aftermath of the 80th birthday commemoration, the Harley Owners Group, affectionately known as H.O.G was established. It is perhaps the most significant direct effort by the company to communicate with their customers, post-sale and foster a sense of community among its customers. It has evolved to become more than just a customer club; it’s a global family with over one million members. Members of H.O.G. receive exclusive benefits like access to special events, merchandise, and travel opportunities, making them feel like part of an elite group. Through the development of the H.O.G Membership, Harley-Davidson were empowered to sponsor biker rallies, organise charity drives, and offer special promotions to its diverse fanbase.
Online Community Building.
Their online community has been pivotal in sustaining and expanding its brand reach. Through social media platforms, blogs, and forums, the brand has effectively adapted to the digital landscape, enabling it to connect with younger audiences and those far from traditional rally locations. These online spaces offer tools and resources for rider education, a platform to share user-generated content, and facilitate conversations about biking experiences and lifestyle, ensuring that members of the Harley-Davidson community feel connected and engaged, regardless of their geographical location.
Global Events and Rallies.
Harley-Davidson’s annual rallies and events play a crucial role in uniting their global community. Below, we share some of our ‘fan-favourite’ Harley-Davison moments, from around the globe:
Perhaps the most famous of these gatherings is the Sturgis Motorcycle Rally in South Dakota, which is celebrating its 84th year in 2024, the event draws Harley riders from around the world. These events are not only a showcase for the latest Harley-Davidson models but also serve as a celebration of the brand’s culture and heritage. They provide a space for fans to come together, discussing their journeys, custom modifications, and shared passion for Harley-Davidson, thereby strengthening the communal bonds.
In 2006, just over 5,000 Harley-Davidson owners roared into Killarney, for their annual H.O.G Rally and it left such an impression on both the riders and locals that in 2007, Fáilte Ireland in partnership with Harley-Davidson and the Gleneagle Hotel created Ireland’s only free, open Biker Festival. A motorcycle and musical extravaganza that now takes place each and every June Bank Holiday weekend – it has well and truly put Ireland on the map for one of the best and largest motorcycle festivals on the European touring circuits and now boasts over 50,000 annual attendees!
A 4-Day Annual celebration of music, moto-culture in Harley-Davidson’s hometown, Milwaukee. Which in 2023, upon celebrating the 120th birthday of the brand broke its own attendance record. More than 210,000 enthusiasts gathered and joined in the activities, with over 73,000 Harley-Davidson bikes lining the streets. The festival begins a motorcycle parade, through downtown Milwaukee; with bike displays, demo rides, stunt shows in more. The Harley-Davidson Homecoming Festival 2024, takes place once again this year in late July and will include performances from the Red Hot Chilli Peppers and Cypress Hill.
Employee Participation.
To further reinforce this community-centric positioning and solidify the connection between the brand and its customers, Harley-Davidson staff all events with employees rather than young, promotion staff. This regular, close contact with the people they serve – their customers, adds such meaning to their work that these events and rallies routinely attract more employee volunteers than are needed. Senior Executives are required to spend time in the field with customers and bring their garnered insights back to the brand; with strategic decisions truly grounded ‘in the community’. Just WOW!
Community as a Differentiator.
Harley-Davidson has meticulously fostered a global community, through both in-person and social/virtual exceptional experiences. Their engagement strategies are central to maintaining the brand loyalty that has become synonymous with their name.
This approach has not only set Harley-Davidson apart from its competitors but has also built immense trust and loyalty amongst customers, who truly believe in the brand’s ability to deliver superior products and services. The emphasis on maintaining a legendary status through consistent quality and adherence to its roots has effectively cultivated a dedicated customer base that continues to grow each year.
Final thoughts.
Harley-Davidson isn’t just a company that builds motorcycles; it’s a cultural icon that has created a tight knit community across the globe. By fostering loyalty through exceptional experiences, and nurturing a shared sense of adventure and freedom, Harley-Davidson transcends typical brand boundaries. It’s a testament to how powerful a brand can be when it genuinely connects with its audience, turning customers into lifelong fans and brand advocates.
Harley-Davidson’s unique brand strategy of intertwining quality craftsmanship with a robust sense of belonging has not only sustained but also enhanced its legendary status in the motorcycle industry for over 120 years. Through deliberate community building activities, both offline and online, the company continues to cultivate a strong global presence, fortifying its position as more than just a motorcycle manufacturer.
As the legend continues, the spirit of Harley-Davidson continues to ride in the hearts of millions, proving that the road less travelled is often the most rewarding.