Each ad was a 'chapter' that sold the romance of both the motorcycle and the American road. Sticking mostly to print advertising, the campaign presented a series of spread ads in national men's magazines as well as in books for enthusiasts. The company had ambitious sales objectives as well, for it hoped for a 10 percent increase over 1996 figures. In this way the campaign hoped to reinforce positive brand perception among new buyers, while reversing any negative perceptions core riders might have. The campaign, dubbed 'The Book of Harley-Davidson,' was designed to remind core consumers that the company that 'wrote the book' on Harley was not about to stray from its principles. To counter this trend, a new advertising campaign was launched in 1997. Company research found that 'a small but vocal group of core riders are saying that Harley is 'selling out.'' At the same time, Harley's very success in selling to a wider market was causing some of its core riders to question the company's commitment to its values. Japanese companies had begun marketing a line of Harley clones, heavy cruising bikes designed to capture the low-slung style of the classic Harley, sometimes with more power and features. Potential Harley buyers, unable to ride away on the bike they wanted and unwilling to wait the average two years until it became available, were turning to Japanese brands. These marketing successes, however, came at a cost. And as demand for the high-priced motorcycles exceeded supply, the company launched a line of 'genuine' Harley-Davidson accessories and clothing, including cigarettes and cologne. At least that was the image most people held after nearly two decades of ambitious product development by the company, helped along by generally inspired advertising from its agency.

Even as flagship Americans products, from automobiles to television sets, were overtaken, outdesigned, and outmarketed by competitors from Asia and Europe, the Harley stood defiantly apart, refusing to give an inch, much like its famous champions, the Hell's Angels-style bikers of modern legend. Web site: THE BOOK OF HARLEY-DAVIDSON CAMPAIGN OVERVIEWĪs a symbol of brawny industrial power, no-nonsense technological prowess, and pure American individualism, it would be difficult to surpass the Harley-Davidson motorcycle.

Polaris digital wrench