Harley-Davidson says it has signed an agreement to sell clothing and accessories on Amazon’s website, a step that could reach millions of customers.
Starting Monday, certain items are available for purchase in the U.S., with two-day shipping for Amazon Prime members, Harley-Davidson said.
“We live in an on-demand, anywhere, anytime business environment where success depends on the ability to meet consumers on their turf and on their terms,” Heather Malenshek, Harley’s senior vice president of marketing and brand, said in a news release.
For decades, Harley has aggressively pursued the “motor clothes” market with jackets and other apparel that are fashionable and functional.
Zippers on jacket sleeves, for example, keep the wind out when riding in the cold and serve as vents when opened on a hot day.
Clothing sales are a big part of Harley-Davidson’s business, and for years the company’s dealerships have sold items online.
But dealerships have been limited to selling non-current or obsolete items on Amazon.
That won’t change, Harley says. But now the company has its own Amazon storefront selling current-year merchandise directly to consumers.
The idea behind the Amazon connection is to reach customers who normally wouldn’t go to a motorcycle dealership but are attracted to the clothing and the iconic brand.
Increasingly, U.S. consumers shop both online and in brick-and-mortar stores.
“We live in this environment where success depends upon the ability to go where customers are, rather than expect that they are going to come to us,” said Harley spokeswoman Patricia Sweeney.
Harley says it held a webinar with its dealerships telling them about the Amazon partnership. The company says prices will be the same as in dealerships, and it will also collect sales tax.
Harley says it’s pursuing agreements with international online retailers as well as Amazon. The steps are part of the company’s broader plan, called More Roads to Harley-Davidson, aimed at attracting new customers.
Source USA Today
Harley-Davidson has a new rival. It is rather very challenging and no, it isn’t Indian Motorcycle or any other motorcycle manufacturer. Turns out, Harley’s biggest rival now is Harley itself. See, used Harley-Davidson motorcycles have grown in population. Those owned by enthusiasts tend to be well maintained and instead of investing in a new motorcycle, young buyers are opting for these used motorcycles.
In the US, three used Harley-Davidson motorcycles are sold for one new unit that is sold. About a year ago, the numbers were the other way around. New motorcycle sales in the U.S. are down by half from a 2006 peak, while used sales are up 13%.
This is the fourth year when Harley is undergoing a decline in sales. A large number of used Harley-Davidson motorcycles have accumulated after years of healthy sales numbers. And younger buyers are preferring to buy used bikes over new models.
Now, Harley-Davidson in working on turning around the situation, introducing new models and more in the pipeline that will be rolled out in 2022. One of these new motorcycles will be Harley’s first ever all-electric motorcycle, which has been unveiled and will be launched next year.
Just last month, Harley-Davidson India announced its entry into the used bike segment promising warranty as well. Harley-Davidson India introduced the Harley-Davidson Originals, a pre-owned bike program will prove to be an easier way for several potential customers in India to own a Harley at smaller price tags, along with pre-sale inspections that are carried out by the company itself.
Besides quality check and warranty, Harley-Davidson Originals motorcycles will also allow the customer to be a part of Harley Owner’s Group (HOG). HOG is an owner’s group sponsored by Harley-Davidson with about 10 members across the world.
In July this year, Harley-Davidson announced that it will be rolling out lightweight smaller capacity motorcycles for emerging markets in Asia. The new motorcycles with engine displacement between 250cc to 500cc will be developed in collaboration with a local manufacturer of the country.