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Harley-Davidson & Amazon

Published on October 25, 2018 under Blog
Harley-Davidson & Amazon

Harley-Davidson & Amazon

Harley-Davidson announced earlier this month that the brand has begun selling select H-D riding gear and apparel via the online retail giant Amazon, widening their exposure to hundreds of millions of potential customers.

The relationship is part of the company’s “More Roads to Harley-Davidson” initiative, an effort to meet customers through a more expansive, integrated retail experience.

Harley-Davidson gear and apparel is now available on Amazon.com to buy online in the U.S., with 2-day shipping for Amazon Prime members.

“We live in an on-demand, anywhere, anytime business environment where success depends on the ability to meet consumers on their turf and on their terms,” stated Heather Malenshek, Senior Vice President of Marketing and Brand for Harley-Davidson Motor Company. “The reach Amazon offers is critical to building stronger customer relationships, inspiring new people and creating an integrated online and in-dealership retail experience – all of which leads to profitable growth and a stronger brand.”

The effort also affords H-D the opportunity to broaden connections with “the next generation,” a key component in their “More Roads” initiative.

Some in the industry have raised concerns that the partnership with Amazon might hurt sales of the product in their dealerships, an assertion dismissed by company employees. “We don’t feel threatened by this,” a salesperson told me at a local Harley shop. “The more people we can expose to the brand, the better for the whole company.”

Back in July, H-D unveiled their “More Roads to Harley-Davidson” growth plan, an effort to expand their community reach via new products, stronger dealer support, and wider access to the world of Harley-Davidson.

“This is an exciting time in Harley-Davidson’s incredible history,” said Malenshek, “and we have an opportunity on Amazon to showcase our brand, to grow reach, relevance, and access – and ultimately, the opportunity to bring new riders into our Harley-Davidson family.”

Check out Harley’s Amazon presence- https://www.amazon.com/Harley-Davidson

For more on the “More Roads” initiative- https://investor.harley-davidson.com/news-and-events/accelerated-strategy

Rob Brooks