Harley Davidson 2011 Annual Report Download - page 14

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12 Harley-Davidson, Inc. 2011 Annual Report
The Harley-Davidson dealership is where the bond between our customers and our brand is cemented.
It’s a gathering place for the community and a showcase for our products. Our philosophy: do a world-class job of
serving each independent dealer so the dealer can do a world-class job of serving the customer.
In 2011, we began implementing a strategy to elevate the Harley-Davidson retail experience. We’re changing how
the experience is delivered and shared with customers, inspiring them to fulfill their dreams. Our strategy, Retail2020,
is a multi-year plan that keeps the Harley-Davidson dealer central to the experience. We’re re-engineering our retail
capabilities—including every part of the customer experience—so every visit and interaction is premium, relevant
and personal, every time.
Whether in the U.S. or abroad, whether for our faithful customers or for those throwing a leg over a Harley-
Davidson motorcycle for the first time—our mission is to grow the passion shared by riders everywhere.
Harley-Davidson Ostrava, Czech Republic