Harley-Davidson's Lesson

Harley-Davidson has marketing down to a science. Think about what vision pops to mind when you see a Harley? For most, it’s a 40 something accountant being able to "step outside his box". Leathers on, wind blowing through his hair and the loud, unmistakable sound of a big hog speeding down the open road. It’s not about the bike – it’s about the experience. Now that’s marketing.

The typical Harley-Davidson costs between $15k to 30k? Sound about right? Now that’s the same price as a vehicle but with one big difference. A car is a necessity. The bike is a luxury. It comes from the disposable part of the person’s budget not the fixed expenses. It falls into the same category as the diamond rings, campers, boats and vacation homes. It’s purely for enjoyment.