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Harley-Davidson's first-ever chief marketing officer has his work cut out for him as the classic American motorcycle manufacturer seeks to curb slowing sales from aging customers. The dilemma: what to do with its less known and unprofitable Buell brand, which has a younger customer base? Which of five options—continue its dual-brand strategy, double down on Buell, operate Buell as an endorsement brand, sell it, or discontinue the brand entirely—will best attract younger buyers without alienating current diehard customers?

Date Published: 11/14/2019
Discipline: Marketing
Key Concepts: branding, consumer marketing, corporate strategy, decision-making, growth strategy, market research, marketing planning, marketing strategy, product management, R&D
Citations: Roese, Neal, Alexander Chernev. Harley-Davidson: Rejuvenating an Iconic Brand. 5-118-007 (KE1157).