Harley-Davidson is plotting a marketing course designed to walk a tightrope: attracting new customers without alienating die-hard fans, CEO Keith Wandell says.
“We can’t survive on our core customers alone,” Wandell told a symposium audience at the Center for Operational Excellence at Ohio State University’s Fisher College of Business Friday. “2008 changed the landscape of the economy in this country forever, and anybody who believes for one minute that it’s ever going to be the same as it was before 2008, it’s not going to happen.”
Bob Althoff, owner of Dealernews Top 100 dealer AD Farrow Co. – the oldest continually operating Harley-Davidson dealership in the U.S., echoed Wandell’s message, according to the Columbus Business Journal, noting the company needs to give riders more entry-level opportunities.
“We train (first-timers) how to ride, but most will buy their first motorcycle from our competitors – and that breaks our heart,” Althoff said.
Wandell hinted that the company will bring new products to market more quickly and try to be a more agile player to keep up with market trends.
“If we bring out products that make them say, ‘Wow,’ then they’ll know we’re still investing in them,” he said.
The Motor Co. got complacent during the boom years when customers were placed on waiting lists for new motorcycles, he said, and that alienated some potential customers.
“You told people to go away,” he said. “You said, ‘We don’t want you.’ ”
Wandell told the group that North America, home to half of Harley-Davidson’s more than 1,400 dealer locations, has been overdeveloped. Between 60 and 70 stores have closed in recent years, and another 30 are expected to be trimmed from the field soon.
This from the lad who dropped the Buell line & auctioned off the manufacturing equipment at fire-sale prices!