Harley-Davidson

Their target market is aging out. A rebrand with Millennials and Gen Z can give their brand a resurgence. They don’t have to feign interest in these new generations, because youth is at this company’s roots. Harley-Davidson doesn’t have to change who they are, they just have to get back where they started, Driven by youth.

Manifesto

OOH Poster Series

Youth will always be youth, no matter what generation.

Legacy Program

Aging riders use their bikes less and less, instead of the bike collecting dust they would rather it get the use it deserves. These experienced riders can enter into the Legacy Program, and pass down the tradition to new riders who don’t have the money for a bike. In return, those who donate their bikes will receive a legacy brick at H-D HQ in Milwaukee for starting a Harley Legacy Family. They’ll also receive a tax write off for their donations towards continuing the legacy.

Motorcycle Leasing Program

(Millennials make up 42% of the leasing population)

Millennials, with our commitment issues, are leasing vehicles more than any generation that has come before, yet no one is offering the opportunity to lease motorcycles. Until now.