Harley-Davidson’s on new sales path

– Seeking to jumpstart interest among younger consumers, Harley-Davidson has unveiled an internship for summer staff to immerse themselves in motorcycle culture and then sell it through social media.

“Do you hate the idea of interning for 40 hours a week in a cube lit by fluorescent lights? Do you want to grab life by the handlebars and take on the world? Then this is the summer job for you,” said a job description for #FindyourFreedom internship.

Under the 12-week programme, interns will be given a motorcycle, trained on riding and then brought to Harley events, after which they will share their experiences on Facebook, Snapchat and other platforms. The programme will take place at Har-

New York

ley’s Wisconsin headquarters, where interns will also get a crash course in marketing.

In addition to a salary, interns will get to keep their motorcycles at the end of the programme. “We’ll teach you to ride, give you a bike and pay you to discover motorcycle culture while you find your freedom on the open road,” the announcement said.

“Through content you create, you will be helping us fulfil our mission to grow the sport of motorcycling.

“The ideal candidate would also find it second nature to engage with their audience online, managing community discussions and responding to comments and questions from followers and fans.”

To be considered, applicants must communicate – through an essay, video or another form – “what FREEDOM means to you right now”.

According to reports, Harley-Davidson plans on hiring a total of eight interns for the project. The programme comes as Harley attempts to win interest among millennial consumers as it faces intensifying competition from companies in Europe and Japan.

In January, Harley announced it was closing plants in the United States and Australia, resulting in a net loss of hundreds of jobs. Global motorcycle sales fell 6.7% last year.

Last year, the iconic American motorcycle company shipped 241 000 bikes, but is expected to ship only between 231 000 and 236 000 this year.

It appears that it is specifically the younger generation who are losing interest in the brand. – AFP

Younger generation are losing interest in the brand.