Brand Introduction

Harley-Davidson was the first in 1903 by a 21-year-old Weilianhalei and 20-year-old Arthur Davidson in a log cabin, "save" ourselves, and to name two people named "Harley-Davidson." Today, Harley-Davidson has been exported to more than 200 countries. Despite the recession, Harley-Davidson is still the ratio of annual sales volume of 15.7% growth in 2001 net profit of more than 400 million U.S. dollars, Harley's are fully booked through 2004.

Harley-Davidson truck metal texture, graceful lines and confusing, as well as plating and black paint with the color contrast, and even burn the exhaust pipe, loud yet "such as music like" the roar, are all consistent with a man in dream of power and freedom of the materialization of the imagination.

Harley biggest feature is to seek personality unassuming, so it orders the establishment of a post-production marketing system. Harley companies generally is to determine the order later, and then tailored according to customer's personal preferences for specific individuals Harley-Davidson truck. This is the same centuries-old classic American car Ford In sharp contrast, Henry Ford, founder of adherence to the "let a car and another car exactly the same."

Harley-Davidson History

In 1903, William Harley and the three Davidson brothers in Milwaukee created the famous Harley-Davidson Motor Company - Harley-Davidson Motor Company, more than 100 years, it has experienced war, economic recession, depression, strikes, buy and buy-back, foreign competition and market changes of the numerous baptism, but it withstood all the tests. Today, the Harley-Davidson company more than ever before, more powerful, and that it did not slow down the pace of development.

A century, Harley-Davidson has been a free road, the original synonymous with power and good times. Milwaukee motorcycle image in the hearts of fans around the world to take root, they are fanatical loyalty to V-twin-powered locomotives, as well as make them company. Passion is the eternal pursuit of Harley and ideals. Have always focused burning passion to play every motor is caused by a fine. After 104 years, grown up on before and loyal blog: excellence, continuous improvement, passion never extinguished the fire.

Harley-Davidson Street in the production of heavy trucks, station wagons and custom modified vehicles, and provide a comprehensive spare parts, accessories, clothing and other products. More than 1,300 authorized dealers through the formation of a global distribution network to provide 28 kinds of Harley-Davidson Harley-Davidson models including Electra Glide, Sport ster, and Fat Boy. In addition to motorcycles, the Harley-Davidson also passed authorizing the use of company names and brand image of the production and marketing of series of clothing and accessories, and to "MotorClothes" brand.

Harley-Davidson motorcycles has five distinct characteristics very different product lines, each of which contains a rich history and traditions. Entry-level Sportster models feature is to have a displacement of 883 or a 1200cc engine; the larger Dyna Glide is equipped with advanced chassis and suspension systems are the most stable of the Land Cruiser Harley; in the rear without changing the appearance of tough situations, Softail's Invisible rear suspension to meet the rider's comfort requirements; a large station wagon, such as Harley-Davidson: Electra Glide and Road King, Ze Yi four-speaker stereo and cruise control, a comfortable driving experience but feel ashamed of themselves cents; V-Rod is a completely new models, with liquid cooling and overhead cam engines (OHC), which is towards the extraordinary step in the field of power cruisers.

Spirit Harley-Davidson

Harley spirit can be summarized as the following three points: First, full of passion; second is the pursuit of freedom; third is to enjoy life

Hundreds of thousands of "toys" is not used for transport in

"No one to Harley-Davidson motorcycles as a means of transport, the real Harley-Davidson fans will not think so. Some customers to buy a home after the Harley-Davidson, just as idle as a work of art displayed at home, leisure when the fancy one, touch its beautiful body, will immediately have a sense of satisfaction can not be replaced; In addition, there are a lot of people will be enchanted by again and again converted motorcycle appearance and performance, even though he also opened several times a year can not. "Beijing Harley - Davidson Zhao Hui, general manager, said.

Because of the price of Harley-Davidson in Beijing, not less than 250,000 yuan - the equivalent of a high car prices. "They are willing to spend 500000-1000000 the spare cash to buy toys for their own people", according to Zhao Hui introduction, Harley-Davidson buyers are mostly the age of about thirty or forty years old, has not yet been found in less than 30 years of age.

The success of this age people tend to give mature and more stable impression. However, people have always had two sides, and temperament bound to be unrestrained, wild side. The mighty shape, as well as the large displacement caused by large throttle roaring, as a passion, a spiritual symbol of fanatical, Harley-Davidson as their choice of naturally understandable.

The charm of the spirit of Harley-Davidson

White House chief of staff from the United States to China movie star Joshua Jabor Teng Li Yapeng, they are loyal and fanatical fans of Halle.

There are now nearly 1.5 million Harley-Davidson fans, what is magic attracts them?

Harley-Davidson of people playing different occupations, but there is one thing in common - they were all Harley-Davidson and the lifestyle it represents deeply attracted. Harley-Davidson fans are a group of successful, dynamic motorcycle enthusiasts. They prefer leisure to lifestyle, adventurous and very keen to share with others the passion of Harley-Davidson motorcycles, Harley-Davidson brought them to share a unique driving experience.

The reason why well-known Harley-Davidson motorcycles, not only because of its design, product quality, more is it created two cultures and the spirit of Harley-Davidson, its brand culture has been deep into the minds of motorcycle fans around the world.

Zhao Hui understanding of the spirit of Harley-Davidson: "I personally think that the spirit of Harley-Davidson can be summarized as the following three points: First, full of passion; second is the pursuit of freedom; third is to enjoy life. It was called the United States would recognize the spirit of this, in my It seems that this spirit does not belong to the United States, it should be said, it is a good of all mankind for life and the pursuit of desire.

[Edit this paragraph] Beijing Harley - Davidson, General Manager - Zhao Hui

In fact, the 45-year-old Zhao Hui, itself is a Harley-Davidson fans. He has had more than 10 high-level motorcycle vehicles, of which two, "Harley-Davidson." He believes that only familiar with a variety of styles of motorcycles, in order to understand the "Harley" as the classic Dongrenzhichu. "In 1997, the first time I rode his Harley, when the excitement and excitement of speech is simply indescribable. Crank that moment, the kind of loud music, but as wonderful as the roar has a clear memory of."

Zhao Hui before engaging in this industry, is a software engineer, like many motorcycle enthusiasts, his keen passion for adventure and travel, "and driving a car is completely different, on the road, driving a Harley-Davidson can make you feel have the entire world, in a car but will let you be limited to a small car. In addition, the most important point is that for a real Harley-Davidson fans, as well as voice, my favorite is the Harley-Davidson's journey to your liking voice, the voice of the wind. "

Zhao Hui and his management team and staff are in the motorcycle business has a wealth of experience. In addition, they are motorcycle enthusiasts for motorcycle drivers are passionate about and very understanding of this market. "Although Harley-Davidson motorcycle as a luxury, its market is a small minority, but I am confident about the prospects of its sales, this confidence comes from popular culture around the world the charm of Halle. That is why, I often right our employees, we not only sell motorcycles, so that more people into the Harley-Davidson to this family, with more people to share 'Harley-Davidson culture' of the unique charm, feel a particular way of life, this is the our ultimate goal. "Zhao Hui said.

In the United States proverb: "a young man with Harley-Davidson cars, old cars when Cadillac, this gave birth to no he is willing." Now, Fude Wei hopes of encouraging more Chinese people harbor the same dream - or at least the first half of this sentence. In April, Harley-Davidson officially settled in China, the Harley-Davidson Motor Company, General Manager of China on behalf of the company authorized by Beijing Hot Wheels Harley-Davidson in mainland China to become the first authorized distributor.

Increase of the heavy wheels, tall motorcycle leader, extended body, the roar of motors, Beijing North Fourth Ring of the Harley-Davidson shop, several vehicles of different models of Harley-Davidson Classic Series full debut, and their priced at 250,000 yuan above. For a standard Harley-Davidson fans, he saw enough of these exciting motorcycles.

Along with the century-old Harley-Davidson is the motorcycle of the top brands. Halley had twice the verge of bankruptcy, management of the right hand over people, but it ultimately succeeded not only beat the onslaught of Japanese Motorcycles, but also established a loyal customer base, the price of a Harley-Davidson motorcycle was even greater than ordinary cars but also expensive. In 1986, Harley-Davidson company listed. From this year onwards, the company's average annual profit growth of 37%, occupied 56% of the U.S. motorcycle market. In the last 16 years, GE's stock value increased 10 times, Intel's stock value increased 70-fold, while the Harley-Davidson's shares have added more than 150-fold. And this business behind the miracle that is careful layout of the Harley brand marketing.

"Harley is not a motorcycle, Harley-Davidson fans in mind, it is love, is a toy, but also a symbol of the spirit of freedom." Fude Wei said. The Americans and other American youth, like childhood dream to have their own Harley-Davidson, this dream 11 years ago when he joined Harley-Davidson's achieved, he has owned a 1200 Custom Sportste.

"I still can clearly remember the first time Harley-Davidson when they step onto that feeling of excitement to the Xuemobizhang." The young man with blond hair and clear, said in Chinese.

Harley-Davidson, said the company's brand strategy is simple, they want consumers to buy a motorcycle in addition, he also purchased a culture and lifestyle. Harley-Davidson Inc. Harley-Davidson's culture around the foot effort to build a set of cultural values can enhance such a system, such as personalized custom Harley-Davidson motorcycle production systems, Harley-Davidson club, an extension of brand equity, corporate culture and to build such systems, such as Harley-Davidson classic tall front and thunder is the designer for the enjoyment of the consolidation of such values - Harley-Davidson created not so much a machine, as it is a motor of cultural and spiritual symbols, and a profound impact on their target consumer group way of life, values, dress. Harley-Davidson brand has become of the young people give vent to their own freedom, rebellious, competitive spirit and highlight the rich, young, energetic typical signs. In the U.S., Harley-Davidson fans include not only the way of the tough governor Arnold Schwarzenegger, but also include more entrepreneurs, bankers.

Now is the turn of China's youth Xuemaibizhang time. In China, Fu Dewei also want to copy the Harley-Davidson's brand strategy, culture and way of sale with the selling Harley-Davidson. Beijing Harley-Davidson store, in addition to motorcycles, more of a Harley-Davidson products, including the most classic Harley-Davidson black leather jacket and backpack, gloves, T-shirts. Looks cool in those goods are printed with eye-catching yellow trademark of Harley-Davidson tradition.

"We want our customers to come to visit Beijing is not only a Harley-Davidson motorcycle shop, but can truly understand and appreciate the advocacy and representative of Harley-Davidson lifestyle." Fude Wei said. Then, in his plan, the Beijing Harley-Davidson will offer after-sales service provided by the original technicians, as well as to better reflect the brand identity of the Harley-Davidson Juyou Hui. www.onlyew.com