By invitation
The relationship between the motorcycle and the owner is a very special one - and every one at Harley-Davidson knows this
SINCE Harley-Davidson’s Journey
in India began nearly five years ago, we have witnessed a flurry of global lifestyle brands entering the Indian market – from automotive and apparel, to smartphones and coffee houses – all competing for a share of minds (and of wallets) of the rising consumer class. While new consumers have been eager to sample these exciting products and look for relevance to their own changing lifestyles, there is ample evidence to suggest people will make longterm commitments to the companies and brands that succeed in delivering a consistently extraordinary customer experience.
The consumer world is a fast-changing place and expectations are rising. People want authenticity, responsiveness, dependability, value and much more. Still, many companies fall into the trap of taking a narrow view of customer experience, positioning it as an auxiliary function of the marketing department, or an after-sales concern that is secondary in importance to hitting sales targets and generating footfalls.
at harley-Davidson, the customer experience shapes our company and our brand, taking centrestage in everything we do. Our goal is to deliver a trusted, personalised and social experience that meets customer expectations and remains consistent, across dealers, products, and online and offline interactions. The customer experience literally becomes the job of every one, every day. Every HarleyDavidson employee understands the deep emotional connection that exists between the motorcycle and the owner, and works diligently to reinforce it.
Our commitment to the customer experience starts with our company’s purpose of fulfilling dreams of personal freedom. Fulfilling dreams and being close to the customer is what we’ve been focused on for more than a century .
The Harley-Davidson customer experience is shaped in many ways, because people interact with our brand in many ways: visiting our website or Facebook page, attending events, HOG rallies, weekend rides, and, of course, most often, by interacting with our independent dealer network. at all of these touch points there’s an opportunity to engage and connect with our customers and provide them an authentic, memorable HarleyDavidson experience.
There’s a moment when desire for a motorcycle and the harley-Davidson lifestyle converts to ownership and joining our family of riders. That moment frequently occurs at the dealership, where for the very first time the bond between customers and the brand is cemented. It’s a point of trust. From the look, sound, and feel, and promise of quality of our motorcycles, to the welcoming attitude and understanding of our dealers, this relationship
at Harley-Davidson, the customer experience shapes our company and our brand
of trust with the brand will determine whether the customer stays with the harley-Davidson family for life.
This leads us to deliver a personalised customer experience, at the dealership, at events and online. By staging rallies, bike nights, charity rides, parties and concerts frequently, we give our bike owners social opportunities to meet like-minded people in settings that they enjoy. We’ll jump at any opportunity or reason to ride – on a local, regional, national and even international scale. In India, we create customer experiences through countless events, including being a founding sponsor of India Bike Week where, in 2014, we witnessed the largest ever harley-Davidson Parade in India, as 1,200 V-Twins roared in unison and took over the streets of Goa.
There is tremendous potential for the leisure motorcycling market in India. We see an opportunity at every corner and at every turn; we feel inspired by the dreams and growing expectations of our customers. To effectively deliver ‘twist-of-the-throttle’ emotion to diverse customers, it is imperative we continue to focus on getting to the heart of what it takes to create an individualised experience in every aspect of ownership, regardless of the experience level of the biker.