American Motorcycle Dealer AMD 244 November 2019 | Page 10

Harley Adds 'Amplify Brand'
BRIEFS Strategy to 'More Roads'
NEWS
Mike and Bev Corbin (of Corbin
Saddles fame) are donating a full size
Jeff Decker bronze of famous Board
and Flat Track racer Joe Petrali to
Dale's Wheels Through Time
Motorcycle Museum in Maggie
Valley, N.C. "Our precious piece of
motorcycle art has been on display in
our Florida facilities for over 20 years
and will now be enjoyed for many
years to come under the passionate
and loving care of the Walksler
family," said Mike.
United States imports of
Japanese made motorcycles
(Honda, Yamaha, Kawasaki and
Suzuki) continue to fall sharply
with a -23.79% decline for the
eight months to August 2019 at
37,559 units; the lowest figure
since before 1999, the market
for the corresponding period
having peaked at 276,000 units
in 2006.
South African carbon wheels
specialist Blackstone Tek has
unveiled a new website, with "new
brand experience and new product
features. Our new brand identity -
Distinctly The Best - reflects the
forward-moving direction of the
company. Our new identity and
tagline represent BST's commitment
to innovation and new product
development, while honouring our
years in the carbon fibre industry."
In what sounds like a reboot of its July
2018 announced 'More Roads to
Harley-Davidson' growth plan and a
first input from its recently hired and
first ever Brand President Neil
Grimmer, Harley-Davidson has
announced that it is to add an
additional dimension to its much
vaunted strategic plan, stating that
"with deeper consumer insights
driving its refined plan and sharpened
objectives, Harley-Davidson is
strengthening its efforts to build the
next generation of riders."
In a September 24 news release Harley
said that "the company plans to focus
investment and build new capabilities
to invigorate the Harley-Davidson
brand and experience to spark passion
that deepens rider commitment.
"Brand and consumer-facing teams
are being structured and aligned with
an even deeper consumer focus to
reach people with consistent and
engaging brand experiences. To reflect
this, 'Amplify Brand' has been added
as a growth catalyst in the 'More
Roads to Harley-Davidson' plan and
will bolster the existing growth
catalysts of new products, broader
access and stronger dealers."
Matt Levatich, President and Chief
Executive Officer of Harley-Davidson,
stated that "we see a meaningful
opportunity to leverage the power of
the brand to demonstrate how riding
a Harley-Davidson fills the mind, body
and soul in ways that help riders live
for real."
The company goes on to say that its
"intensified rider-centric approach
and extensive consumer research
show that bringing new riders in and
keeping all riders riding - no matter
what their experience level, age or life
stage - is critical to achieving its
objectives.
"As a result, Harley-Davidson has
sharpened its objectives through 2027
to better align with its expanded
efforts to build committed riders. In the
U.S., the company plans to expand to
four million total Harley-Davidson
riders in the U.S. through 2027. There
were about three million total Harley-
Davidson riders in the U.S. in 2017.
"Outside the U.S., the company has
sharpened its objective through 2027
and plans to grow international
business to 50% of annual revenue."
Neil Grimmer, hired in 2019 as
Harley's first ever Brand President