Question

Harley Davidson's new slogan "No Cages" & ''E Pluribus Unum" poses a veritable challenge to stereotypes.

What can Harley do to execute reaching their new target customer better? Do you think this campaign worked? Yes or no give a reason you chose yes or no.

Answer 1

Harley Davidson's new slogan No Cages is designed to represent the motorbikes as freedom. Although in bikers world, cages mean anti car. It means being open and in connect with fresh air while experiencing the fun of driving. The company expanded the meaning of No Cages mantra to not just show it as anti car but to show the bike as freedom. The new slogan was released through an advertisement where people walking or going in car, trucks etc are shown trapped in cages whereas the one riding the bike is free of cage. However, the advertisement tried to show even people walking in cages along with people driving cars. It showed freedom in different way stating that anybody who does not have the bike is trapped in cage. As part of No cages, the company also launched E Pluribus Unum which means, Out of many, one. It is an idea born out of Facebook Crowdsourcing application. The campagin shows videos with people owning the bikes and their respective stereotypes. This was built to break various stereotypes held that Harley riders are beardy, baggy, unhealthy, old etc. This campaign was an attempt to break the stereotypes and celebrate the diversity. It wanted to showcase their riders as unique or one in many.

The company can take the following steps to target the new customer better:

a. Build alliances with global e-commerce platforms for easier access to bikes and quick delivery

b. Showcase the bike as not just a means of transportation but means of freedom. Freedom for soul, to ride the bike and rush away from daily monotony.

c. Revamping the models by making them upgraded, some are made light weight, introducing adventure touring bikes and electric vehicles etc would attract the young adults more.

The campaign would be little successful in improving the customer base. But it still has a long way to go. From decades, Harley has been associated with several stereotypes that it is meant for old people etc. Now the young adults are more into light weight bikes or sport bikes or cars. The bike culture has reduced. So the brand has to work stronger to make the campaign work.