Let’s talk about Harley-Davidson’s Passport to Freedom campaign. What is it all about?

VP:

As market leaders, first of all it’s our job to grow the market of leisure motorcycling and get more riders on to bikes for leisure and not just for commuting. We normally come across three hurdles when anybody is thinking about riding. First of all, can I ride a big bike? Secondly, where do I ride a big bike? And the third one is can I afford one? The Passport to Freedom addresses the first one. It gives you the confidence about how a big bike behaves, what are the dos and don’ts about big bikes. Luckily, in India we don’t need to teach people how to ride a bike because we all grew up riding. We don’t have to actually tell anybody how to change gears or how to use the clutch. But, yes, what we do teach them is for a bigger bike; those nuances that you need to adopt. We have done 16 sessions across the country with 600 people attending. And these are free of cost sessions, because we believe this is something we need to do as leaders.

BI: