Harley Davidson 2007 Annual Report Download - page 4

JAPAN
OVER THE PAST DECADE, JAPANESE CULTURE HAS CHANGED. WOMEN
ARE ENCOURAGED TO ASSUME LESS TRADITIONA L R OL ES AND
FOLLOW THEIR DREAMS. DURING THIS SAME TIME FRAME, THE COUNTRY
HAS EXPERIENCED A SIGNIFICANT INCREASE IN TH E NUM BE R OF
WOMEN RIDING HARLEY®
MOTORCYCLES THANKS TO HARLEY-DAVIDSON’S
I N N OVATIVE EFFORTS TO HELP THEM GET STARTE D.
OVERCOMING BARR IER S
IN JAPAN
More than ever before, Japanese women have
an interest in riding motorcycles, and it’s now
socially permissible for them to do so. Yet for
many women, there are barriers to getting
involved. Limited product knowledge and an
JEREMY JONES IS ONE OF THE WORLD’S TOP PROFESSIONAL SNOW-
BOARDERS. REVERED AMONG FANS FOR HIS REBELLIOUS SNOWBOARDING
ST YLE, HE EPITOMIZES THE KIND OF COOL TO WHICH MANY YOUNG
ADULTS ASPIRE. HE’S ALSO A HARLEY-DAV I DSON R IDE R .
BREAKING THROUGH
IN THE U.S.A.
Blending his passions, Jeremy organized
a crew of snowboarders to ride from
Harley-Davidson of Salt Lake City to western
Nevada to snowboard and film a mini-
documentary, “The Morning Out of Austin.”
U.S.A.
absence of riding skills can be huge obstacles.
But above all, Japanese women tend to be
apprehensive about approaching a traditionally
male-oriented sport. To conquer these
barriers, Harley-Davidson offered an event for
women only
— the Ladies Debut Ride.
Women learned the basics about Harley-
Davidson motorcycles and customization
techniques and had the chance to demo all
Harley models in a private area, closed
to traffic. Female employees led the event,
demonstrating riding techniques and raising
the confidence of the guests. Combining a
safe learning environment with the camaraderie
of a ladies-only get together, aspiring
female riders enjoyed an experience pertinent
to their preferences.
Most importantly, Japanese women felt
more confident about riding and connected
to the brand.
They covered 1, 3 00 miles on their ride and
encountered every element Mother Nature
could dish out. But they blazed right through
—
making the road stories that were detailed
in the film even better. The ride united the
world of action sports with motorcycling,
paving the way to reach a community of young
adults that shares our brand values. The
ride received international media coverage in
key snowboarding magazines and, when
the film was complete, Harley-Davidson of
Salt Lake City threw a premiere party.
The dealership converted the showroom into
a movie theater and entertained Jeremy
and his crew, along with 1,000 fans. Before
the movie was even released, the dealership
began to see new, younger customers.
The word was out among the snowboarding
community and these enthusiasts bought
motorcycles. Best of all, the word on
the street is planting seeds for the future.