Harley Davidson 2007 Annual Report Download - page 7

BRAZIL When the stunning Harley-Davidson® VRSC
V-Rod® launched in 2001, it presented a
unique opportunity to capture the attention
of the Brazilian market. Stylistically, the
V-Rod was like no other motorcycle in the
CAPTURING AT T ENT IO N
IN BRAZIL
But the culture presented an interesting
opportunity: most Italians prefer shopping in
their nearest town and they avoid traveling
distances to shop. If an item can’t be found
in town, it isn’t essential.
ITALY IS STEEPED IN TWO-WHEELED TRADITION. E VERY WHERE YOU LOOK ,
FASHIONABLE YOUNG ITALIANS ZIP AROUND TOWN ON NIMBLE CIT Y
MOTORCYCLES. WHAT’S MORE, NEARLY HALF OF THE ADULT POPULATI ON
IS LICENSED TO RIDE.
HOW ITALIANS PREFER
TO SHOP
BRAZIL IS A DAZZLING L AND OF PRISTINE BEACHES, STE A M Y J U N G L E S
AND ELECTRIFYING METROPOL ISES
—
A COUNTRY OF STAG G ERI N G
BEAUTY. IT’S A PERFECT PLACE TO BRING A GROUND -BREAKING NEW
MOTOR CYCLE TO LIFE.
ITALY
world and oozed the kind of contemporary
design that locals coveted. To guarantee
a buzz, Brazil’s Izzo Harley-Davidson boldly
redesigned one of its store environments,
putting the V-Rod in the limelight. With
modern and minimalist decor, a showcase
of fashionable riding gear, cool music and
young, hip staff
— all of whom rode V-Rod
motorcycles
— the atmosphere seamlessly
conveyed the spirit of the new bike.
Brazilians sensed the V-Rod experience
immediately upon entering the dealership
and the platform has become one of
Harley-Davidson’s top sellers in the country.
Today, each Harley-Davidson motorcycle
family is displayed in a setting that evokes
its soul. And Izzo Harley-Davidson
dealerships are matching the varying
needs of Brazilian riders’ tastes with the right
bikes, capturing them for the long haul.
In this preference was a chance to capture
the attention of customers who may never
have walked into a Harley-Davidson dealership.
Enter the Harley-Davidson Experience Tour.
This mobile street promotion gives locals the
chance to easily demo ride a bike in their
town square during market hours, no
traveling required. Harley-Davidson employees
give shoppers one-on-one attention to
fully understand their riding preferences and
tailor the experience to their needs. Once
a rider is hooked on the experience, a trip to a
dealership becomes an absolute necessity.
Now Italians are finding it easy to hop on a
Harley. And other European countries
such as Sweden and Spain are setting up
similar programs.