Testcase Harley-Davidson

Let me introduce you to:

My dad

My dad has a great passion. He shares this passion with a million people all over the world.

Vision:

“We realise dreams, inspired by all the roads in the world, by providing exceptional motorcycles and customer experiences. We encourage our

customers passion for freedom so they can give vent to their own individuality.”

HD Business Model

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RSC

KA

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“Live to Ride”

HD Lifestyle

Honesty, accountability

People from

different backgroun

ds

H.O.G

Chapters

DealersWebsiteMagazi

neRide outsSelling experience

and Hardware

Invest-ors

People who ride

Organising rides

Making bikes

Factory in Milwaukee

Manufacturing, marketing

Harley-Davidson offers a lifestyle, not a vehicle that will

bring you from A to B.

HD does this through:

- High user involvement-Posse rides

-Clothing and accessories

High user involvement

A lot in Harley Davidson is by and for drivers, like a new project: ‘Project Rushmore’. This

project presents a set existing models, with new innovative features. The ideas for this features

come from a group of co-creating users.

Users also can put together their own ‘dream on wheels’ with the ‘online creator’.

The bikes are only made in the Official Harley Davidson factory in Milwaukee, USA, and shipped

all over the world.

European Posse Ride

At least once a year, a European Posse Ride takes place. Every member of H.O.G (harley

owners group) can register and make a big ride through Europe. This is where users get to

know drivers from all over the world.

In the Netherlands there are thirteen chapters, in the world there are more than 1400. A chapter is attached to a dealer and every

member wears the name of his chapter on his vest.

Clothing and accessories

Harley-Davidson sells clothes with their logo’s on it. Dealers have their own t-shirts and for

every event a new t-shirt is made.

But, next to clothing, anything you can put a Harley-Davidson logo on, is

made.

Harley-Davidson motivates their customers to become a part of the Harley-Davidson

community and make it their lifestyle. When you are not riding your bike you can still surround yourself with HD things, and do

activities that are about HD, and show this to the world.

It is not about using the motorcycle as a vehicle to get yourself to your destination. It is about

the ride.

Live to ride, and make great friends along the way.