Nov 14, 2018

Harley-Davidson Targets New Riders With “Live Your Legend” Ad Campaign

Still from Harley-Davidson One Day advertisement
Harley-Davidson's new “Live Your Legend” ad campaign aims to bring new riders to motorcycling.

Harley-Davidson has launched a new and very different style of marketing campaign aimed at attracting people to motorcycles who have never ridden before.

The company hopes the campaign, titled “Live Your Legend,” will go on to grow what the manufacturer refers to as “the pool of riders.”

A couple of months ago we reported that Harley-Davidson was trying to shake off its “macho” image and attract younger buyers, and even more women, to the brand.

But this new ad doesn’t just appeal to younger riders.

Harley-Davidson’s US Marketing Director Dino Bernacchi said, “This campaign is really hitting at the sweet spot of those Gen-X type individuals who may be starting a family, or may already have a family, but may not yet perceive the gift of motorcycling, because of all the things they believe are in the way.”

“It’s for those who don’t realise how motorcycling can enrich their lives.”

Bernacchi says he didn’t start riding until he began working at Harley-Davidson.

“And the gift I gave myself, was taking my then 10-year-old and 8-year-old kids for motorcycle rides,” he says.

The first ad in the campaign depicts a father-son relationship.

It’s already being described as the most sentimental and far-reaching campaign the manufacturer has launched to date.

In the light of falling sales and declining profits, Harley-Davidson is increasing its marketing investment by 65% and new product development by about 35% compared with 2015.