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HARLEY DAVIDSON

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From being a method of fast transportation during World War 1 & 2, to becoming a symbol of rebellion during the late ’60s, the influence of Harley-Davidson on American culture continues to evolve. There is a well-defined persona of what a Harley-Davidson consumer presents as, and as of recently, it is difficult for the rising generation to affiliate with that. We seek to make Harley-Davidson more relatable to a younger demographic while maintaining the values that make a Harley a Harley. 

The Ring of Freedom

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Consumer Insight: Young adults feel suffocating pressure from the noise of the world around them.

Brand Insight: The roar of a Harley-Davidson provides a highway to healthy self-release.

Strategy Statement: For sensory seekers suffocating in the world's noise, the roar of a Harley-Davidson provides a highway to healthy self-release.

By focusing on the recognizable sound of a Harley we will position Harley-Davidson as an escape from uncertainty.

With a Harley, freedom starts with the sound of a revving engine.

The noise of the world is gone, only replaced by the sound of a clear mind and an open road.

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