Whether it gets your heart racing in anticipation or your eyes rolling in annoyance, the sound is unmistakable. The throaty rumble of a Harley-Davidson is one of the many attributes its admirers love, setting it apart from the buzz-like hum of its foreign competitors. Enthusiasts are a die hard breed, pumping millions into bikes, parts, and gear every year. With such incredible history and brand loyalty, why change the game?
But that’s exactly what Harley-Davidson has done by announcing plans to produce the company’s first ever electric motorcycle through Project LiveWire. They unveiled handmade demonstration models at an event in New York; demos are currently being held around the country to gather rider feedback before a refined version is brought to market sometime in the next several years.
Aside from the starkly different hum-like engine sound, the new prototype is said to provide better handling and quicker acceleration – 0 to 60 in four seconds. The downside? The same obstacles currently faced by electric car manufacturers, namely the need to recharge after about 130 miles.
So how does an American classic go about switching things up so drastically? With a strategic and carefully planned out PR plan.
Invite Interaction
By unveiling a prototype, then soliciting feedback and input from Harley enthusiasts around the country, Harley-Davidson has shown the level to which they value their riders. These are people who know bikes and know Harley, and their opinions matter. By being given the chance to have a say in the new bike’s design, current Harley riders will be part of the process, solidifying the company-customer relationship.
Continue to Service Loyal Customers
Harley-Davidson has made it clear that the introduction of an electric model doesn’t indicate a complete switch in the company’s philosophy. With over 100 years of history under their belt, and annual sales topping a quarter of a million bikes, why would it? By using tag lines like “You don’t know where the line is – until you cross it,” Harley-Davidson is announcing new innovation to an audience who loves a thrill.
Get It Right
The project launched in June; but the electric model itself won’t come to market for several years. For a company with a history like Harley-Davidson, it is vital to wait until they’ve reached near perfection in order to maintain confidence in the brand, and that is exactly what they are doing. In the process, they’ve garnered quite a bit of attention from the industry and consumer sectors, who will no doubt watch the project’s progress closely. When the eventual unveiling hits, all eyes will be on Harley-Davidson.
When bringing a new product or service to market, it is crucial to balance history and consumer confidence with interaction and a sense of collaboration. The right combination will pique interest while maintaining trust, with positive results on both sides of the table.
If you are weighing a shift in your market position or the debut of something new, we at Kovak-Likly can help you develop the PR messaging and action plan that is just right. Let’s talk. Give us a call at 203.762.8833 or visit www.klcpr.com.
– BML
