Harley-Davidson accelerates strategy to build next generation of riders

To inspire even more people around the world to experience the exhilaration of riding a motorcycle, Harley-Davidson has shared details of its “More Roads to Harley-Davidson” growth plan through 2022.
These accelerated actions are expected to support Harley-Davidson’s 2027 objectives with increased focus and strategic investment to reinvigorate the US business, while accelerating the pace of international growth.
“The bold actions we are announcing today leverage Harley-Davidson’s vast capabilities and competitive firepower — our excellence in product development and manufacturing, the global appeal of the brand and of course, our great dealer network,” said Matt Levatich, president and chief executive officer, Harley-Davidson, Inc. “Alongside our existing loyal riders, we will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding.”
The “More Roads to Harley-Davidson” plan includes:
l New products — to keep current riders engaged and inspire new riders by extending heavyweight leadership and unlocking new markets and segments.
l Broader access — by meeting customers where they are and how they want to engage, with a multi-channel retail experience.
l Stronger dealers — to drive a performance framework to improve dealer financial strength and the Harley-Davidson customer experience.
“We expect this plan will result in an engaged, expanded Harley-Davidson community with a more diverse rider base, along with industry-leading margins and cash flow,” said Levatich.
Harley-Davidson plans to offer its most comprehensive lineup of motorcycles, competing in many of the largest and fastest-growing segments with a full portfolio of motorcycles across a broad spectrum of price points, power sources, displacements, riding styles and global markets.
Harley-Davidson says its dealer network is an integral part of the company’s accelerated strategy and critical to overall success. The company will implement a performance framework to significantly enhance the strength of the dealer network and the customer experience, enabling the best-performing and most entrepreneurial dealers to drive innovation and success for themselves and Harley-Davidson — while providing the premium customer experience the brand is known for.