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Marketing Excellence Examples of events and activities that are sponsored by independent dealerships, such as Harley-Davidson of Singapore, can range from short rides and major destina- >> Harley-Davidson tion rides, to local charity events. H.O.G. members are Harley-Davidson, a U.S. brand synonymous with beauti also invited to events, such as new model launches, and ful motorbikes, inspires many to own its customized bike riders' appreciation nights. Dealers in each country sup- with iconic engine. Today the brand is sought after not port H.O.G. members and foster positive bonding rela- only in the United States but globally too. What explains tionships among members and other dealers. its wide global acceptance, and the strong sense of In Singapore, for instance, a community of friends brand loyalty among Harley-Davidson motorbike owners? rides Harley-Davidson motorcycles with a passion. We Harley-Davidson dealers, ranging from the CEO to ride 'em, and we have lots of fun! And we've been do- the sales staff, maintain personalized relationships with ing it since 1996 in Singapore. To Ride and Have Fun customers through face-to-face and social media con is a motto that all H.O.G. chapters around the world tact. Knowing customers as individuals and conducting follow. Riders associate riding with other owners as a ongoing research to keep up with the changing expecta- time of bonding that conveys the image of freedom and tions and experiences helps Harley-Davidson to define its adventure. customers' needs better. Membership in H.O.G. has increased. Now not only Current customers have told Harley-Davidson's man men but women, children, and families are a part of agement to keep the identity, look, and sound of the H.O.G.'s many and varied group outings and activities. motorcycles because they are unique. Globally, custom- Harley-Davidson has developed a strong brand image ers accept the U.S. brand image as it stands. When and consumers appreciate it even more by experiencing customers' views are heard and accepted by manage it firsthand. The desire to be associated with the Harley- ment, customers develop greater brand loyalty, creating Davidson brand is strong because it is linked to an aspi- an extraordinary customer experience that is unique and rational lifestyle. valuable. Buying a Harley allows owners to express their There are more than 2,000 H.O.G. members in individualism and freedom, connect with friends, and share Malaysia alone, with around 500 active riders. The a sense of comradeship through the activities of H.O.G., Southeast Asia Harley Owners Group (SEA HOG) orga- the company-sponsored Harley Owners Group and riding nizes rallies and rides as well as charity events. In late club. Owners of new Harley-Davidson motorbikes enjoy 2013, a two-day event followed by a five-day riding tour free H.O.G. membership in the first year. If renewed, mem attracted 800 owners to celebrate the 110th anniversary bers can enjoy various discounts and benefits. of the brand. Some H.O.G. members around the world ride in ral- dynamometers to create an interactive experience called lies every Sunday, rain or shine, displaying a strong sense Jump Start, which allows novice or non-riders an oppor- of loyalty to the Harley-Davidson brand. In Hong Kong, tunity to feel what it's like to ride a Harley-Davidson. H.O.G. members include professionals, like doctors, law In 2008, it became the leading manufacturer of yers, accountants, pilots, engineers, movie stars, and motorcycles to sell to customers younger than 34 years business executives. Their participation shows the strong without changing the products too drastically or lowering brand loyalty among Harley-Davidson owners and the its prices. Harley-Davidson merely modified some design strong desire to be engaged in H.O.G. members' activities. elements for its Dark Custom series of motorcycles, Proactive in people development, Harley-Davidson which consists largely of existing Harley-Davidson motor- shares company values, philosophy, and brand experi- cycles but with flat black paint, much less chrome, and ence with its staff and provides effective communication to toned-down styling. It portrayed its heritage message of its independent dealers. Professional training by members freedom, uniqueness, individual expression, and shared of the Harley-Davidson University in the U.S. encour experience as recognized by older customers. ages consistent service at every dealership. Thus, Harley- Davidson's employees around the world can be confident about providing the genuine Harley-Davidson experience. Questions Satisfied employees deliver outstanding services that gen 1. What has Harley-Davidson done with its H.O.G. pro- erates sustainable customer and brand loyalty, positive gram to create an extraordinary customer experience word of mouth, and ultimately higher company sales. that is unique and valuable to its members? Has the To remain competitive, Milwaukee-based Harley- motorcycle manufacturer been successful? Davidson has started to enlarge its customer base and successfully connect with new, younger riders by way of 2. To enlarge its customer base, what would you rec- social media applications, such as Facebook and Twitter. ommend Harley-Davidson do to cultivate long-term Engaging relationships have been established with young relationships with a younger audience, aged between 18-34? adults who form a large part of its global followership. Important feedback that Harley-Davidson's strong brand Sources: Jill Z. McBride, CDMA2010-How Harley-Davidson Builds Champion Customers One Rider name remains appealing to the younger audience is at a Time," www.colloquy.com; Shaun Smith, "Customer Experience Management Plus: Harley- encouraging. Davidson," Customer Think, March 4, 2008; Harley-Davidson Hong Kong, Harley-Davidson Kuala Lumpur; Harley-Davidson Singapore; H.O.G. Singapore, www.hogsingapore.com/events.php; Eric Harley-Davidson also makes in-person connec- Decker, "Harley reaches out to the next generation," Biz Times, July 23, 2010. tions with potential riders at music festivals by using