Harley-Davidson To Amplify Brand Power To Attract Riders; Sharpens Long-Term Objectives To Support Building The Next Generation Of Riders
The company plans to focus investment and build new capabilities to invigorate the Harley-Davidson brand and experience to spark passion that deepens rider commitment. Brand and consumer-facing teams are being structured and aligned with an even deeper consumer focus to reach people with consistent and engaging brand experiences. To reflect this, Amplify Brand has been added as a growth catalyst in the "More Roads to
"We see a meaningful opportunity to leverage the power of the brand to demonstrate how riding a
The company's intensified rider-centric approach and extensive consumer research show that bringing new riders in and keeping all riders riding – no matter what their experience level, age or life stage, is critical to achieving its objectives.
As a result,
Outside the U.S., the company has sharpened its objective through 2027 and plans to grow international business to 50% of annual revenue. Previously the growth target was motorcycle unit volume, which was not inclusive of all of the company's efforts to grow internationally, including IRONe™ electric-powered two-wheelers for kids, eBicycles and a refreshed apparel approach.
"We're on a quest to build the next generation of
For more information on the "More Roads to
The company intends that certain matters discussed in this release and in the presentation linked to above are "forward-looking statements" intended to qualify for the safe harbor from liability established by the Private Securities Litigation Reform Act of 1995. These forward-looking statements can generally be identified as such because the context of the statement will include words such as the company "believes," "anticipates," "expects," "plans," "strategy," "future," "may," "goals," "will," "estimates," or words of similar meaning. Similarly, statements that describe future plans, strategies, objectives, outlooks, targets, guidance, commitments, milestones or goals are also forward-looking statements. Such forward-looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially, unfavorably or favorably, from those anticipated as of the date of this release. Certain of such risks and uncertainties are described below. Shareholders, potential investors, and other readers are urged to consider these factors in evaluating the forward-looking statements and cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included in this release and the presentations at the page linked to above are only made as of the date of this release, and the company disclaims any obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.
The company's ability to meet the targets and expectations noted above depends upon, among other factors, the company's ability to (i) execute its business plans and strategies, including the elements of the updated More Roads to
Before making an investment decision based on this release, potential investors should review the presentation linked to above, including its forward-looking statement disclaimer, and the company's most recent earnings release.
View original content to download multimedia:http://www.prnewswire.com/news-releases/harley-davidson-to-amplify-brand-power-to-attract-riders-sharpens-long-term-objectives-to-support-building-the-next-generation-of-riders-300924231.html
Jenni Coats, jennifer.coats@Harley-Davidson.com, 414.343.7902; or Financial Contact: Shannon Burns, shannon.burns@Harley-Davidson.com, 414.343.8002