Harley Davidson 2010 Annual Report Download - page 8

The Next Generation
of Custom
Nothing says customer-led quite like custom. The urge
to make a personal statement through customization
is central to the soul of motorcycle riders and
Harley-Davidson is the longtime, undisputed leader
of custom.
Customization is all about dening a style and an
individuality on the customer’s own terms, from how
the bike looks to how it ts and feels when you sit on
it, reach for the bars and get on down the road.
In a world of rising expectations, we’re raising our
game, introducing the next generation of
personalization through the concept of true factory
customization on the new Sportster® 1200 Custom.
Now, a customer can individualize his or her motorcycle
in more than 2,600 unique ways. By selecting different
wheels, seats, handlebars, paint and engine nishes,
and foot control locations, riders can dramatically alter
the look and t of the motorcycle.
Factory customization is a game changer — one that
is part of a strategy to deliver innovative and
unmatched customer experiences. It’s the latest element
in Harley-Davidson’s comprehensive suite of H-D1
customization tools, all designed to tap into riders’
unquenchable desire to express themselves.
H-D1: A New Way of Looking at the World of Customization
Factory Customization — A groundbreaker for 2011, a customer can
design a Sportster 1200 Custom online, order it through their dealer
and we’ll build it at the factory. Fit Shop — Buyers can customize
suspension, seat, controls and handlebars for a perfect t at a Harley-
Davidson dealer. Consultation — Our dealers work with customers
every step of the way to design and rene their dream bike. Parts &
Accessories — More than 8,000 Genuine Motor Parts & Accessories
give customers endless options for customization. Bike Builder —
An online tool lets customers visualize different options on their
motorcycle as they build it.
12 Customer-led Products 13Harley-Davidson, Inc. 2010 Annual Report