The Harley Davidson Community

Here is quick look into the Harley Davidson lifestyle. This commercial even conveys the sort of community lifestyle Harley owners and bikers are all about. #StereotypicalHarley



Harley Davidson made great use of the already existing communal feeling motorcycle owners tend to have with each other. Often these biking communities take the form of bike gangs, and not everyone wants to be a part of that environment. There are also bike clubs, and huge rallies, for which bikers travel across country. Harley took a little something from all of these elements in biker communities and made them their own. The H.O.G. is a more friendly to motorcyclists not of the vagrant lifestyle, while also giving them the opportunity to share in that novelty with a group of people who share something in common with them. That the posse ride gives Harley owners the chance to bond with other Harley owners is a great way of creating brand involvement and identification. They ride with each other, tell stories, have their own oath--like a real biker gang... These posse rides enable the bike owners to make friends who they may share more experiences with outside the posse ride, but most likely revolving around their bikes--involvement. Sharing [fun] experiences with a group of people who also own Harleys definitely makes the Harley owners more attached to their bike and the brand.

Harley getting involved with the ride shouldn't dilute the effect it has on the riders. As long as the participants still get the same experiences, mostly revolving around them interacting with other participants, Harley involvement should enhance the experience and make customers feel even more trustworthy of the brand, who will be directly showing concern for their customers' needs. Initially I thought the extra involvement my get a little cheesy, but seeing as how most Harley employees are probably very much like the consumers who buy the product, their participation should only enhance the experience. In fact, if Harley staff participated in the ride, as customer participants did, while also doing their job and taking care of their customers, it would make riders feel very at home, and more attached to their brand. If bike owners see Harley staff members as buddies, not just salesmen, the posse ride would be made that much more meaningful.

Its difficult to suggest that Harley do anymore to increase brand involvement. They already offer several community opportunities. There are group rides everywhere, and all the time; events geared toward women who own Harleys; learn-to-ride courses... This company has done a lot to increase brand involvement, making sure that owners always feel they are a part of an exclusive community. The best part is that these events are very accessible--there are local events everywhere.

Go to this link to view the learn-to-ride courses: learn-to-ride

Go to this link to see a calendar of local events: events