Harley-Davidson: Master H.O.G.s of Brand Loyalty

[Authored by Evans Smith, MBA Candidate] Brand loyalty consists of a consumer's commitment to repurchase a particular brand of product. Over the years, Harley-Davidson has evolved from a motorcycle shop to a lifestyle. Touting symbols on the backs of jackets and other accessories of the American Eagle and the American Flag, Harley Davidson wants to show that they represent freedom.

Harley Owners Group (HOG)

Each customer that purchases a Harley-Davidson motorcycle receives a free 1-year membership in the Harley Owners Group (HOG). This group is the epitome of brand loyalty. The H.O.G. organization consists of over 295,000 worldwide members with 900 local chapters and is the largest company-sponsored motorcycle enthusiast group in the world. With a mission statement of "To Ride and Have Fun,” who wouldn’t want to join the group? All of us have been driving down the interstate minding our own business only to get passed by a no less than 20-member motorcycle crew. Most of the group likely consists of weekend warriors that want to get out and release their inner rebel spirit. HOG does an excellent job of capitalizing on this. HOG sponsors State, National, and even International rallies for that span across all 50 states and 6 continents. Live bands, parades, bike shows, and games are just a few of the activities that take place during these events at every planned stopping point.

Womens Day Ride

Niche Marketing by definition is targeting a more narrowly defined customer group seeking a distinctive set of benefits. Within the HOG membership group, Harley-Davidson has targeted the specific niche market of women. As one example, they sponsor a Women’s Day Ride in Daytona Beach, FL each year, which benefits the Muscular Dystrophy Association summer camps. The event is hosted by Karen Davidson, great-granddaughter of one of the H-D founders, who rides with over 500 women on the last leg of the rally into Daytona Beach. From there, the women are invited to attend the seminar on “Function, Fit, and Style Made Just for Women." Harley-Davidson does an excellent job of relating to the female rider. The company understands that logging several hours on a motorcycle can be physically demanding. On their website, they have created the “10 Steps to Someday” for women to follow in order to achieve their goal of these long bike rides. They state on the site that “Whether your goal is to ride to Sturgis or take an overnight trip to a bed and breakfast, pick a date, book some vacation time, and make some reservations. And know that when that date arrives, you’ll be on the road, riding free.”

Harley-Davidson's President and CEO, Richard Teerlink says Harley-Davidson Motorcycles represents to America, "the adventurous pioneer spirit, the wild west, having your own horse, and going where you want to go - the motorcycle takes on some attributes of the iron horse. It suggests personal freedom and independence.” If this sounds like your calling, then I advise you to saddle up, cowboy.

Authored by Evans Smith, MBA Candidate