HARLEY-DAVIDSON STRATEGY

Our Consumer is multi- dimensional but is underpinned by two things - a love for the Harley-Davidson brand and a desire to be part of the Harley- Davidson Lifestyle OUR CONSUMER IS MULTI-DIMENSIONAL AND DIVERSE STURGIS Non-rider Passion for the brand and its attitude Interested in moto-culture but not necessarily a rider Non-Traditional Traditional Core Connection to the authenticity of the Harley-Davidson brand Lives the Harley-Davidson lifestyle and is at the heart of moto-culture 7

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