Best in Consumer Insights: Harley Davidson

In an era where U.S. heavy manufacturing is either outsourced or out of business, Harley Davidson is one of the few companies still left standing.

Their success can be attributed to several factors, including a focus on quality and continuous manufacturing improvement. Another area where they have shone is how well they lever a core emotional insight into their consumers and have built a community around it.

From this case study by Reginald Bruce at the University of Louisville:

“the common thread of a Harley rider is a desire to escape the routine and become anyone you like. While their competitors base their advertising on product technology and features, Harley promotes: a mystique appearance, individualism, the feeling of riding free, and the pride of owning a legend. With Harley, you can live out your fantasies, as well as experience camaraderie with fellow bikers.

He goes on to quote former Harley Davidson President and CEO, Richard Teerlink, that the motorcycle brand 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”.

By associating their bikes with an All American insight based on freedom and individualism, the company has not only created a motorcycle, but an American icon and a devoted community of riders as well.