Case Study Harley-Davidson -Devoted Consumers Building Success Measuring Success Offers good bikes, Currently has 23% of all U.S bike sales and 50% of upgraded showrooms heavyweight segment and sales tactics Demand above supply with Research has helped to waiting lists up to 2 years understand customers Sales doubled in the past six emotions and motivation years while earnings have tripled Consumer emotions motivations, and lifestyle 2005: 19th straight year of record sales and income have been translated into effective advertising O Copy rights reserved, Zou Deqiang6 6 © Copy rights reserved, Zou Deqiang Building Success • Offers good bikes, upgraded showrooms and sales tactics. • Research has helped to understand customers’ emotions and motivation. • Consumer emotions, motivations, and lifestyle have been translated into effective advertising. Harley-Davidson Davidson – Devoted Consumers Devoted Consumers Case Study Case Study Measuring Success • Currently has 23% of all U.S. bike sales and 50% of heavyweight segment. • Demand above supply with waiting lists up to 2 years. • Sales doubled in the past six years while earnings have tripled. • 2005: 19th straight year of record sales and income