The Harley-Davidson Experience*



Case Code : CLCB023
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Harley Davidson, Motor bikes, Harley Owners Group, Brand Community and HOG membership


* This caselet is intended for use only in class discussions.
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Harley-Davidson, Inc. the USA-based motorcycle manufacturing company founded in 1903, is one of the oldest motorcycle manufacturers in the world. In 1983, the company started a brand community named the Harley Owners Group (HOG), which went on to become one of the largest factory sponsored motorcycle communities in the world. The caselet describes the various activities organized by HOG and the role HOG played in helping the company come out with innovative designs.


The reasons for starting the Harley Owners Group (HOG)
The role of brand community in brand development
Balancing between innovation and maintenance of the cult status


Harley-Davidson, Inc. (Harley-Davidson) based in Wisconsin, USA, was one of the oldest motor cycle manufacturing companies in the world, having been set up in 1903. Harley-Davidson motor cycles (HDM) were famous for their unique designs and enjoyed high brand loyalty among the customers. However, the company was on the verge of bankruptcy in the early eighties.

The quality of the product suffered and it faced a severe competition on its home turf from Japanese companies like Honda and Yamaha who were launching their motorcycles with superior quality standards...

Questions for Discussion:
1. What are the factors which led Harley-Davidson to form the brand community, the Harley Owners Group?

2. How did the formation of Harley Owners Group, help Harley-Davidson to become one of the successful motorcycle companies in the world?