The Marketing of Harley-Davidson

"Nice Harley. I was going to get one of those, too. But I spent $6,495 on a killer dinette set. Harley . . . Dinette Set, Harley . . . Dinette Set. Went with the Dinette Set" (Harley-Davidson, 2004). With its latest commercial Harley-Davidson brings together their two core consumer markets, the hard-core bikers and the up-and-coming baby boomers.
To both of these groups, the Hog represents freedom. To the "biker" it is the open road, no ties left behind, living one day to the next. For the boomer, it is an escape from the routine day-to-day life that affords them the opportunity to…