Who Is Harley Davidson Competitors

Harley Davidson Motor Company is an American motorcycle manufacture of Harley Davidson motorbike since 1903 and most recently Buell. Harley Davidson up until 2006 had reported record sales and market share. However, the company is struggling to maintain its market share because of competition from other motorcycle company who are manufacturing affordable lightweight motorcycle targeting a younger population. Harley Davidson brand resonate well with an older more mature younger generation that is now aging. Additionally, the negative image associated with Harley Davidson and the fact the younger generation does not identify with the brand and the life style it represented. The younger generation desire lightweight motorcycle such as that manufacture in Japan. Harley Davidson greatest challenge is to recapture and reposition themselves in the market by connecting to a younger generation of customer while still maintain the Harley Davidson image.
Compare the market share and awareness of Harley Davison to its main competitors from the information provided in the case.

Harley Davidson’s manufacture motorbikes in both the heavyweight and sports bike category. The company’s main competitors are Honda, Kawasaki, Suzuki and Yamaha from Japan, BMW and Ducati from Germany …show more content…
Harley Davidson under the direction of CMO Mark-Hans Richer re-brand the Harley’s motorbike in an effort to attract younger market segment. They recognized that their main competitor (Japanese) bikes was cheaper, lighter and faster. Therefore, they launched a new line Buell model that was aimed at younger customers and the European market. The Buell model was similar to it’s Japanese competitor and very distinct from the Harley Davidson model it they marketed it base on technology, innovation and superior on what they called “trilogy of