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They Are a Big Part of the Business
The success of a motorcycle is often measured by its sales. But when it comes to the Harley-Davidson brand, sales numbers are meaningless without a loyal following of customers who share their love of the bikes with their friends and family. The demand for the company’s products has been so strong that dealers consistently report waiting lists of a year or more.
That passion for the bike has helped drive Harley to rebirth as both a company and a brand. That kind of loyalty is something that few other companies can match, even in the highly competitive two-wheel industry.
In a world where Japanese competitors have been capturing about 45 percent of the market for heavyweight or so-called cruiser motorcycles, Harley has managed to stay on top by making its models distinctly American. Its classic design combines traditional styling with the latest 1940s-era technology, and it offers the best, most refined engines in the business.
While other bike makers have embraced sleek, slick Japanese designs to compete with Harley-Davidson, they’ve never been able to replicate the company’s iconic style or mystique. That’s why many Harley owners have a deep-seated affection for their motorcycles and a desire to customize them.
Those customers have helped to turn a struggling, once-maligned company into a darling of Wall Street. That’s a feat that has allowed the brand to break down social barriers and expand into markets as far afield as fashion and food.
As the company’s rebirth began to unfold, Harley executives stayed close to their loyal customers and kept a finger on the pulse of what was going on in their communities. Those relationships are a key component of Harley’s successful turnaround, according to management analysts and company employees.
The rebirth began with a complete overhaul of the company’s manufacturing processes. It was a move that emphasized quality over quantity and focused on the production of bikes that were not just machines but works of art.
It was a risky choice to abandon the company’s traditional design heritage, but it has paid off for Harley. The revival of a stagnant product line has given the brand a fresh look that has appealed to consumers at every level.
Now, as Harley prepares to celebrate its 95th birthday in 2016, the company is regaining a place as one of the nation’s most beloved brands. It is doing so by tapping into a deep pool of passionate customers who want to customize their rides to reflect European racing bikes, a small niche market that’s growing by leaps and bounds.
Those customers have helped to turn a seemingly hopeless business into a resurgent industry, with record sales and profits each year. Those efforts have also helped to elevate the Harley brand to become one of the most widely recognized in the world.