About

Harley-Davidson is an American motorcycle manufacturer and lifestyle brand. The company started in 1903 in Milwaukee, Wisconsin. Their brand is an American icon with their reputation extending far beyond the bike.

Harley-Davidson is one of the only two major motorcycle companies to survive the Great Depression, alongside its primary competitor Indian Motorcycles.

Harley-Davidson is a lifestyle. Their mission is “more than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.”

They've defined motorcycle culture and what it means to experience freedom along the open road. This vision has made them a successful company for over 115 years. This strong brand reputation is supported by its strong customer and community base.

As a Harley-Davidson owner, community members bond together as Harley-Davidson owners, the first step to a successful marketing community. People are bonding over a shared interest in bikes, the open road, and the lifestyle. The Harley-Davidson Owners Group or H.O.G is a strong community bringing members together bound by the passion to ride.

Community

Use Case: Marketing

Learn more about the Harley-Davidson Owners Group.

Harley-Davidson faced many challenges throughout its long history as one of the leading motorcycle manufacturers in the United States. In 1983, they faced what could possibly have been the end of the brand. They needed to find a way to turn things around and bring people together. So, Harley-Davidson built a brand community.

The Harley Davidson Owners Group or H.O.G brings together Harley Davidson owners around the world who are bound to the passion to ride. This community membership provides exclusive benefits for owners to make the most of their experience with a Harley-Davidson motorcycle.

H.O.G. is an opportunity for members to connect with like-minded individuals. It’s also a space to learn more about the history of the brand, your bike, and the people who ride motorcycles. This community includes members who organize their lifestyle around the activities and ethos of the Harley-Davidson brand. It provides a sense of connection between members and strengthens customer loyalty.

Harley Davidson isn’t just a motorcycle, it’s a lifestyle. The community leans into this emotional storytelling aspect to bring riders together. The H.O.G. community is a palace of rich storytelling. It’s the content within the community that sells the lifestyle people achieve by owning a Harley-Davidson motorcycle, not the product specs and details.

If you’re a member of the community, it’s a globally recognized brand. For riders, they know they have a community of people they can rely on while on the road, fueling up, or making a stop at a local hangout.

Harley-Davidson has different incentives to maintain its community. Members receive an Enthusiast Magazine and free entry to the Harley-Davidson Museum. They also host events or rallies as it’s known in the H.O.G. community. See what’s upcoming here.

Community ROI is generated from the riders. Community members are more likely to upgrade and exchange their bikes more frequently, leading to more sales. Members are also walking, talking, and driving advertisements for the brand. The more miles they put on, the more eyes see the sleek look of a Harley-Davidson heading down the highway.

CREATING COMMUNITY

Community builders can define their efforts, encourage participation, and increase success by leaning into one use case. This provides a framework for how the community wants to engage.

A thriving community is one where members are eager to participate by engaging with others, creating content, or sharing their experiences. Members stand behind you, your brand, and what you offer.

Lean into your community for support. In return, they’ll uplift other members, encourage growth, and engage consistently.