Harley
Davidson
This project was an entry into a case competition, for Harley Davidson. The challenge was to address the company’s issue of an aging target market, a small international market share, and an outdated marketing strategy. Our solution was to enter a Harley Davidson bike into MotoGP, the premier class of motorcycle racing.
This project was jointly completed by Sachi Carlyn Lozano, Averi Dropping and Sarine Christianian
THE PROBLEM
AGING TARGET MARKET,
OUTDATED MARKETING STRATEGY
Harley-Davidson’s core customer base has traditionally been middle-aged to older men, drawn to the brand’s classic, heavyweight cruisers and its rugged, Americana-inspired image. However, as younger generations enter the motorcycle market, their preferences differ significantly from those of Harley-Davidson’s traditional customers. Millennials and Gen Z riders are drawn to modern, lightweight bikes that feature cutting-edge technology, sleek designs, and improved affordability—qualities championed by competitors like Ducati and Yamaha. This shift in consumer preferences has further exposed Harley-Davidson's vulnerability in the global market, where the brand holds only a 5% market share. This limited presence underscores the urgency for Harley-Davidson to innovate and expand its appeal to younger, international audiences.
BACKGROUND RESEARCH
After understanding the problem the brand was facing, our team began individually researching the industry to brainstorm and identify potential solutions. Inspired by the exponential success of F1, I looked into MotoGP, the premier class of motorcycle racing. The main source of my information came from the most recent MotoGP 2022 fan survey. The research had a sample of 109,676 fan responses analyzed from 179 countries
KEY FINDINGS
INCREASE IN YOUNGER VIEWERS AND FEMALE VIEWERS
MotoGP witnessed a trend of younger and newer fans in Europe and Asia-Pacific where 45% and 47% respectively of respondents were under 35, compared to 36% in Middle East & Africa and 23% in the Americas.
Over 13,500 female fans responded (13% of the total sample) female response is highest in Europe and Asia-Pacific MotoGP™
STRONG AND LOYAL FANBASE
92% of fans identify as ‘Avid’ followers – the highest percentage ever recorded in a Motorsport Network Global Fan Survey
NO AMERICAN MANUFACTURER
The manufacturers of the top 3 favorite teams in the race are:
Yamaha
Ducati
Honda
There are currently no American manufacturers competing in MotoGP.
Given these findings, MotoGP presents an ideal expansion opportunity for Harley-Davidson. The race attracts a younger, more diverse audience, particularly in regions that align with the brand’s growth objectives. Additionally, the absence of American manufacturers in MotoGP creates a unique opportunity for Harley-Davidson, as America’s leading motorcycle manufacturer, to establish itself as a trailblazer in the premier class of motorcycle racing. This move would not only enhance the brand’s global visibility but also reinforce its position as an innovative and competitive industry leader.
The entire slide deck can be found here.