Harley Davidson 2010 Annual Report Download - page 15

Winning on
Familiar Turf
26 Customer-led Experiences
You see them on a lone bike surrounded by wide-open
spaces or among a small cluster of friends heading out
on a sultry Sunday for a hundred miles and breakfast.
You see them at mammoth rallies in places with names
like Laconia and Sturgis, at H.O.G.® chapter rides up
the Hudson River Valley, or caught in the act of ring up
the bike just to go across town at the rst sign of spring.
They are customers for life, whether they have
been riding a Harley-Davidson motorcycle for three
decades or three seasons.
Even as Harley-Davidson continues to extend its
reach and inuence among young adults and in global
markets, our brand strength among core riders remains
without parallel. In 2008, 2009 and again in 2010,
in the midst of everything the economy could throw our
way, we not only protected our leadership position among
U.S. riders, we built on it, with a 54.9 percent
heavyweight market share and an even higher share in
the core 35-plus age demographic.
How do we continue to maintain our unequaled
brand strength and grow our market leadership, year in
and year out? Products like the new Road Glide®
Ultra and the 103 cubic inch engine available as an option
on numerous models give loyalists reasons to trade in
and trade up. Outstanding dealerships provide customers
with an experience that’s unrivaled in the industry. And
the ability of Harley-Davidson Financial Services to
provide one-stop nancing and insurance serves as a
strategic competitive advantage for the Company.
But above all, chalk up this success to the pure magic
that happens whenever a rider rolls on the throttle on
a brilliant early summer morning. As Harley-Davidson
looks through the curves and leans into our future,
we see great opportunity for continued growth among
core customers.
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