Question

What do you think of the most recent decision of Harley Davidson to move some of its production to Europe?

Answer 1

I feel this is one of the smart decisions taken by Harley Davidson to move some of its production to Europe. Thinking from a logistics perspective, it makes total sense to build products as close to the consumer as possible. Harley Davidson is building for both Europe and pan-Asian markets. From a logistic perspective, this is a good decision.

However, from a marketing perspective, it may turn out to be a bad decision. A lot of customers buy Harley bikes for the 'American motorcycle experience'. There is probably some difference between a Harley built in the United States vs one built elsewhere. Thus, from a marketing perspective, Harley might have to change their marketing strategy focusing more on telling customers about the Harley brand and how their process and quality is still the same.