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Research Details

Harley-Davidson: Chasing a New Generation of Customers

Abstract

In July 2007, Mark-Hans Richer became Harley-Davidson's first chief marketing officer. Its riders were aging, which the company saw as an existential threat. Although Harley-Davidson had a record sales year in 2006 and had maintained a commanding share of the heavyweight motorcycle market for the previous decade, it needed to take new action to sustain its growth. 

Richer needed to deliver a new generation of riders and a more diverse customer base, all without losing current Harley-Davidson customers. He also knew that he could not relax: the average tenure of a CMO in 2007 was only 27 months and a complete new product development cycle would take a minimum of four years.

Type

Case

Author(s)

Neal Roese, Mohan Kompella

Date Published

06/12/2018

Citations

Roese, Neal, and Mohan Kompella. Harley-Davidson: Chasing a New Generation of Customers. Case 5-113-010 (KEL742).

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