Harley-Davidson is revving up for a new global marketing campaign called "Live Your Legend," which is targeting a new generation of riders. However, the goals of this new ad campaign appear to be a very long shot into the future, in case Milwaukee is, indeed, eyeing attracting a new, younger demographic.
With around half of all new motorcycles being sold in the United States being a Harley, one could be tempted to believe that everything is just milk and honey at the MoCo, but reading between the lines conveys another reality.
Whether they like it or not (and they don't) Harley is confronting an accentuated increase in the age of their customer pool, and they know that changes have to be made before it's too late. Campaigns such as the new one may be one of the (marketing) steps H-D must take to counteract that which could transform into a big problem in several years' time.
Trying to kindle the passion for motorcycles in the hearts of children may help improve the customer's ranks in the not-so-distant future. If this happens and is backed up by products that appeal to the new generations, then things will be mended. Failure to attract a larger number of young customers willing to pay for their Harleys is not exactly the brightest perspective for the MoCo.
Capitalizing on the father-son relationship
This is the first commercial in the "Live Your Legend" campaign, and it capitalizes on the father-son relationship. A neat, smart and sensitive approach, this debut commercial drops the usual "freedom on the open road" cliche, because Harley seems to have finally understood that the new generations are no longer interested in the previous marketing language. At least not in the way their parents were...
Instead of pushing the traditional cliches, Harley is now playing it cool with the father who rides his bike back home, and his young son who hears him drawing near their driveway. The kid picks up the America flag-painted helmet and gets on his apehanger trike, waiting for his father.
The two ride together in the garage like two true riding buddies, and head for the house. Frankly, that's quite a sweet sight and yes, Harley nailed it this time. We can't wait to see more commercials from the new campaign.
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