Harley-Davidson's mission is to fulfill their customer's dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
Marketing Objectives .
Harley-Davidson's marketing objectives include:.
1. Increase of sales for a younger demographic that is technologically conscious in order to increase its share in the performance cruiser market space.
2. Expansion of its potential customer base to include enthusiasts and non-enthusiasts males in the 35-44 age group.
3. Positioning of the V-Rod to also appeal to first time buyers of motorcycles.
4. Expansion of its operations online.
5. Creation of lifetime customers at a younger age.
6. Diversification of its product line to avoid alienating current customer base .
7. Tapping women as potential customers.
8. Sanitization of their "outlaw biker image " .
9. Creation of a brand image of a "truly an American product " in order to appeal to the domestic market.
10. Preserving the loyalty of their core and existing customers.
According to Neal Roese and Mohan Kampala (2013), "Harley Davidson Motorbikes are the world's best known brands. " This sheds light on the reason why American Baby Boomers with enough income decided to buy these bikes. There is also a desire to fulfil the dreams fed by films like Easy Rider and Terminator 2, and Legendary bike rallies in Sturgis and Daytona. "Harley Davidson is one of the most American Iconic brands "- with 65% of products American. To most people, "Made in the USA " still means something special: quality, dependability, safety, reliability "products that feature the most advanced technologies and the hippest styles. While dozens of motorcycle brands are available to consumers around the world, there is still only one Harley. And many consumers "in Europe, Latin America, and now even China, will pay a significant premium to own a "Hog.