Harley Davidson: Creator of the Freedom Tribe
Harley Davidson has been one of the most iconic motorcycle brands over decades. It has leveraged tribal marketing to such an extent that it created a cult following for its brand.
How did Harley Davidson achieve that?
1.By Bikers for Bikers
Harley Davidson established itself as a mechanical embodiment of ‘freedom’, ‘individualism’, ‘rebellion’, and the ‘American way’.
“It’s not hardware,” Richard F. Teerlink, Harley’s chairman said in an interview, “it is a lifestyle, an emotional attachment [and] that’s what we have to keep marketing to”.
This brand identity helped it connect with its enthusiasts on an emotional level and fostered their loyalty towards the brand.
2. H.O.Gs Initiative
In 1983, Harley Davidson started the Harley Owners Group (H.O.G). This initiative connected Harley Davidson owners among themselves, creating a Harley tribe.
Through the H.O.Gs club, Harley Davidson organized various motorcycle rallies, road shows. They even offered free 1 year membership to new Harley owners to attract new customers. They even offered licensing services to potential new owners to get a their motorcycle licenses without any hassle.
The H.O.G initiative has been a marketing success with over a million members across 25 countries. This helped Harley Davidson to increase customer engagement and drive up purchases with minimal advertising costs.
3. Today’s Marvel
Millenials considered Harley Davidson to be an old school brand. They associated Harley with tattooed old bikers and this was a huge blow for Harley Davidson.
To keep up with the changing times and to appeal to a new generation, Harley Davidson collaborated with Marvel Studios to feature their bikes in Marvel movies that have a great appeal with the millenial crowd. This helped them reinvent their brand identity and sustain their customer loyalty.
In conclusion, with efficient brand positioning, loyalty groups and programs and partnerships, Harley Davidson has been successful in creating and sustaning the Freedom Tribe that is fiercely loyal to them.
