Harley Davidson 2009 Annual Report Download - page 6

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0808 HARLEYHARLEY-DAVIDSON, INC.DAVIDSON, INC. 2009 ANNUAL REPORT
For those who dream about their first
Harley-Davidson motorcycle, there’s a
moment when desire turns into ownership.
Bringing those moments closer within
reach for young adults,women and diverse
riders everywhere is one of the things
we and our dealers enjoy the most.
NEW CUSTOMERS FOR LIFE
Young adults — those under age 35 — hold
our brand in virtually the same high es-
teem as long-time customers. For this new
generation, we’ve created motorcycles,
experiences and entire communities
—
both real-world and virtual — to immerse
them in the brand, expand our universe of
enthusiasts and make them customers
for life.
Bikes like the Iron 883, one of our fast-
est-selling motorcycles in 2009, have done
exceedingly well among young adults.
Our Rider’s Edge® New Rider Course is
instrumental in growing new relation-
ships, helping more than 200,000 students
take to the streets with confi dence since
2000. Thirty-three percent of them are
under age 35 and 37 percent are women.
We continue to introduce ourselves to
prospective owners through venues like
the South By Southwest® music and
culture festival, online communities, and
Garage Party™ events just for women.
And to help new customers feel confi-
dent on the machine of their dreams, we
developed the Harley-Davidson Fit Shop,
which enables dealers to outfi t most any
bike for any rider.
In short, we live by the belief that “every
customer is a custom.” Every customer
deserves an individualized experience in
every aspect of ownership, whether they’re
a long-time rider or just getting started.
TOP Rising country music artist and devoted
Harley-Davidson enthusiast Krista Marie,
aboard her V-Rod Muscle® motorcycle at
a 2009 Women’s Ride for MDA.
BOTTOM LEFT The Forty-Eight motorcycle with its
peanut tank, fat front tire and no-frills Dark
Custom appeal.
BOTTOM RIGHT Chontell Brown, Michael Rawls and
John Roberts of New Jersey take in the Daytona
Bike Week scene.