Hog Tied and Roped in!

 Branding, Branding, Branding are the 3 words that best describe Harley-Davidson and their Web site. They do not want you to forget who they are and what they represent. They are true to their roots and continue to build brand loyalty based on all of their marketing campaigns from their Web site, to their racing sponsorship, to their stores. Once just an American experience and an American passion, is not only sold but marketed world-wide. I am certain their vision has been updated more than once, especially after the Buell acquisition.

The Buell branding is still keep separate but interestingly enough, you usually will see both brands in show rooms, side by side. But regardless, the acquisition and sales of Buell and Harley together is a superb business plan as it brings together 2 demographics that "do" have a tendency for cross-over. Most sport riding guys eventually go over to touring bikes. What is a better way to get those guys in transition? Have one on the best European sport bikes available next to your touring bikes. And of course it does go both ways, via mid-life crisis. Motorcycles always need parts,  and who can resist checking out the new models when stopping by???? One thing I think is very interesting is the completely separate Buell Web site that is maintained...and is keep in the same browser tab. I would think that they would want to retain the H-D Web site open in one tab (or window) and have the Buell site launched separately. I would like to see both open via a lauch into a separate browser or tab, with easy access and not have to worry about hitting my back bottom. But I suppose H-D benefits both ways...so maybe they don't care.
  
I have ridden motorcycles all my life, but never much "on" the road, usually off-road for Hare Scramble Racing and Motocross. The quality and reputation of H-D is remarkable and "almost" always positive; Harleys don't leak oil....they just mark their spot! For years and especially around the time H-D fully acquired Buell, it was hoped that they would become a player in the off-road market. Few US based companies have fared well against the Japanese and European manufacturers. H-D has in the past made some pre-production based models for some of the most popular dessert races, like Paris to Dakar Rally Race, but none ever made it into full production. Buell has dabbled, but has never fully committed either. So I must still wait!

With that being said and my waning interest now evident, I want to admit I was pretty excited checking out the Web site to see what it had to offer. I didn't sign up for the newsletter because I am sure it would end up like so many of my other newsletter emails that I know get; read maybe 1/10th of the time. There are so many aspects of the Web site that aid in the branding for H-D; motorcycles obviously, but they are also huge on the history, accessories, and we can't forget the clothing. Custom motorcycle better suite your fancy? Roberts on page 105 uses the example of the Nike Web site, but H-D does a little different take but worth mentioning that the H-D Web site lets you do that too. Probably the best and most interesting part of the Web site for me was the listing of used motorcycles across the country; both brands H-D and Buell. This is one feature that you will never find in a Japanese or European motorcycle company.

In summation I would say that the Harley Davidson Web site does an excellent job as a tool for marketing the Harley-Davidson Brand and all of its merchandise. It is easy enough to use and find anything needed. If I was in the market for a motorcycle and had the money to spend I think I would utilize their Web site for setting up my test ride!