The arrival of ex-Puma’s boss Jochen Zeitz signals the evolution of the brand beyond motorbikes: the objective is to become a true lifestyle brand for bikers and non-bikers!
New objectives & new strategies need a new boss! To improve its profitability and boost shareholder value, Harley Davidson (HD) is changing gears: focus on electric, range rationalization and broadening of product offering into new categories.
A bold move, possibly inspired by the Disney approach and results. Indeed, for Disney, the Consumer Products division is not only the most profitable in % but also the one that enable Disney to engage its fans 365 days a year with a wide range of product collections.
Additional HD products, sourced directly or more likely created and sourced by licensees, will open up new distribution channels but also create additional revenue for HD dealers. This should reinforce the positioning of HD as the most “desirable motorbike brand” whilst expanding a new revenue stream. An inspiring example for many brands to follow.