MILWAUKEE, Sept. 24, 2019 /PRNewswire/ -- With deeper
consumer insights driving its refined plan and sharpened
objectives, Harley-Davidson, Inc. ("Harley-Davidson") (NYSE:HOG) is
strengthening its efforts to build the next generation of
riders.
The company plans to focus investment and build new capabilities
to invigorate the Harley-Davidson brand and experience to spark
passion that deepens rider commitment. Brand and consumer-facing
teams are being structured and aligned with an even deeper consumer
focus to reach people with consistent and engaging brand
experiences. To reflect this, Amplify Brand has been added as a
growth catalyst in the "More Roads to Harley-Davidson" plan
and will bolster the existing growth catalysts of New
Products, Broader Access and Stronger Dealers.
"We see a meaningful opportunity to leverage the power of the
brand to demonstrate how riding a Harley-Davidson fills the mind,
body and soul in ways that help riders live for real," said
Matt Levatich, president and chief
executive officer of Harley-Davidson. "We'll continue to fuel all
aspects of the riding experience and add new solutions to fully
develop, engage and retain riders through their journey, starting
with the very first spark of interest."
The company's intensified rider-centric approach and extensive
consumer research show that bringing new riders in and keeping all
riders riding – no matter what their experience level, age or life
stage, is critical to achieving its objectives.
As a result, Harley-Davidson has sharpened its objectives
through 2027 to better align with its expanded efforts to build
committed riders. In the U.S., the company plans to expand to 4
million total Harley-Davidson riders in the U.S. through 2027.
There were about 3 million total Harley-Davidson riders in the U.S.
in 2017. This objective reflects the company's broader efforts to
attract new riders and also retain riders each year. Measuring
total riders considers and accounts for all riders - those who join
Harley-Davidson each year and also those who exit. As previously
stated, the company's U.S. objective to build 2 million new riders
in the U.S., was focused only on riders who joined the brand in a
given year.
Outside the U.S., the company has sharpened its objective
through 2027 and plans to grow international business to 50% of
annual revenue. Previously the growth target was motorcycle unit
volume, which was not inclusive of all of the company's efforts to
grow internationally, including IRONe™ electric-powered
two-wheelers for kids, eBicycles and a refreshed apparel
approach.
"We're on a quest to build the next generation of
Harley-Davidson riders. We are activating our refined plan with
focus and an intensity to create new pathways to Harley-Davidson
and expand access and appeal to more people around the world," said
Levatich.
For more information on the "More Roads to Harley-Davidson" plan
and updated milestones, follow this link.
About Harley-Davidson
Harley-Davidson, Inc. is the
parent company of Harley-Davidson Motor Company and Harley-Davidson
Financial Services. Since 1903, Harley-Davidson has fulfilled
dreams of personal freedom by leading the innovation of two-wheeled
mobility. The company offers an expanding range of leading-edge,
distinctive and customizable motorcycles and brings the brand to
life through Harley-Davidson riding experiences and exceptional
motorcycle parts, accessories, riding gear and apparel.
Harley-Davidson Financial Services provides financing, insurance
and other programs to help get Harley-Davidson riders on the road.
Learn more about how Harley-Davidson is Building the Next
Generation of Riders at harley-davidson.com.
Forward-Looking Statements
The company intends that
certain matters discussed in this release and in the presentation
linked to above are "forward-looking statements" intended to
qualify for the safe harbor from liability established by the
Private Securities Litigation Reform Act of 1995. These
forward-looking statements can generally be identified as such
because the context of the statement will include words such as the
company "believes," "anticipates," "expects," "plans," "strategy,"
"future," "may," "goals," "will," "estimates," or words of similar
meaning. Similarly, statements that describe future plans,
strategies, objectives, outlooks, targets, guidance, commitments,
milestones or goals are also forward-looking statements. Such
forward-looking statements are subject to certain risks and
uncertainties that could cause actual results to differ materially,
unfavorably or favorably, from those anticipated as of the date of
this release. Certain of such risks and uncertainties are described
below. Shareholders, potential investors, and other readers are
urged to consider these factors in evaluating the forward-looking
statements and cautioned not to place undue reliance on such
forward-looking statements. The forward-looking statements included
in this release and the presentations at the page linked to above
are only made as of the date of this release, and the company
disclaims any obligation to publicly update such forward-looking
statements to reflect subsequent events or circumstances.
The company's ability to meet the targets and expectations noted
above depends upon, among other factors, the company's ability to
(i) execute its business plans and strategies, including the
elements of the updated More Roads to Harley-Davidson plan for
growth that the company disclosed on September 24, 2019, and strengthen its existing
business while enabling growth, (ii) execute its strategy of
growing ridership, globally, and (iii) accurately analyze, predict
and react to changing market conditions and successfully adjust to
shifting global consumer needs and interests.
Before making an investment decision based on this release,
potential investors should review the presentation linked to above,
including its forward-looking statement disclaimer, and the
company's most recent earnings release.
(HOG-F)
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SOURCE Harley-Davidson, Inc.