On July 21, Harley-Davidson announced the first step of a new online customer engagement initiative in the form of its H-D1 Marketplace. The online platform brings together the search, sale and purchase of used Harley-Davidson motorcycles through North America. Backed by its extensive dealer network and backed by the Harley-Davidson Certified program, the brand creates the H-D1 Marketplace for anyone looking for a âspecialâ used Harley-Davidson.
It’s no secret that Harley-Davidson, America’s oldest motorcycle brand, has struggled. The brand’s once-strong reputation has calmed down as it struggles to attract young riders. Harley sees the launch as the spearhead of her website redesign process. âThe launch of the H-D1 Marketplace is the first step in our ambitious transformation of HD.com into the leading online destination for all things Harley-Davidson,â said Jochen zeitz, President, President and CEO of Harley-Davidson.
Zeitz’s statement rings high hopes for the brand of gutters. Here’s what it all means.
H-D1 Marketplace: Overview and Capacity for Customers
Zeitz continues to describe the market, gradually focusing on its usefulness. âThe H-D1 Marketplace platform will connect our customers, our community and our strong dealer network, with the goal of becoming the largest market for used Harley-Davidson motorcycles in in the United States, âsaid the CEO.
First launched in the United States, the H-D1 Marketplace will begin by including all used Harley-Davidsons available at participating dealers. The platform also supports financing, giving clients access to the brand’s internal financial services, which it calls âindustry leadersâ. In addition, customers will be able to use the network to sell their own bikes through the âSell my bikeâ feature.
Harley in Trouble: Charting a New Course
The explicit goal of Marketplace and Harley’s broader branding initiative – called the Hardwire Strategic Plan – is to engage its customers. The company’s struggles to reach younger audiences have been a long-standing and persistent headline, even despite a recent surge in sales.
The brand says, âCustomer experience is a key part of the Hardwire strategic plan, designed to strengthen our position as the world’s most desirable motorcycle brand. The Hardwire puts customers at the forefront of our products, experiences and investments. Our goal is to engage in transparent dialogue with customers, creating a meaningful, unique and personalized experience with Harley-Davidson, every day. “
Based on an initial cruise of the new H-D1 market, it seems useful if not totally unique. There are many client utilities available and the search function is a breeze. But so far there isn’t much more to say. Again, it is still early. Time will tell if Harley can get back on her feet thanks to her brand’s bootstraps.
To discover the new market, click here.