To many, the image of the outlaw biker blasting down a desert highway on the back of a big, fast, loud Harley-Davidson motorcycle is as American as baseball and apple pie. For decades, Harley-Davidson made its fortune selling that image to America‘s Baby Boomer generation. But Boomers are aging and vehicle markets have become global, which means that Harley-Davidson faces new challenges as it tries to appeal to younger buyers around the world.
A new product is the next step for Harley. Even so, for a brand as iconic as Harley-Davidson, that‘s a lot easier said than done. Any new motorcycle has to meet customers’ needs, but it must also be convincing – a real Harley. It must be, to quote the company, “True.”