When many of us think of Harley Davidson, we think of words like the ones listed above, and most of that is due to the way Harley riders are portrayed on TV. Hit shows like Sons of Anarchy(which is great and I am in no way taking that away from the show) portray main characters like Jax Teller and Clay Morrow as your stereotypical, "bad-ass", clad in leather vests with gang patches, born in America, Harley riding criminals.
The fact of the matter in real life, I know plenty of Harley riders, and none of them fit the stereotypes that we normally of associated with Harley Davidson(other than the loud part). One stereotype that I do find in Harley owners that seems to be consistent to real life and on screen, is that of brotherhood. For any of us that grew up playing sports, or associated with any type of club or group, know that the words brother and sister can mean a lot more than sharing the same blood line. Whenever you spend extended amounts of time together with someone who shares the same passions and/or goals as you, you start to form a special bond that can be deeper than blood sometimes. You definitely seen this in shows like Sons of Anarchy, but this was apparent in Harley Davidson owners and riders long before the show. In fact, Harley Davidson has known this for at least close to 30 years now and that is why in 1983 they formed the "Harley Owners Group(H.O.G.)." H.O.G. was organized originally by Harley Davidson who was going to host a bunch of destination rallies, but once they realized how expensive this was, they changed it to several traveling rallies. Not only is it cheaper for the company to endorse but it also embodies the "brotherhood" of being a Harley owner and rider. These riders get together and they ride different routes together, passing through several checkpoints where they get "passports" stamped and are able to hang out and tell stories with other Harley owners.
In my opinion, brand communities like H.O.G. are a great way to market. Everyone wants to be accepted and part of something, and with HOG and other brand communities, it has become easier to be part of a brotherhood. The only real requirement to be part of HOG is that you need to own a Harley Davidson motorcycle, and you need to show up. So not only are you making your current customers feel like a family who want to return to your event year after year(forcing them to buy a newer bike eventually), but you are also reaching out to a whole new market. These members of HOG come home from their journey with stories and photos and tales of good times, and eventually, their non Harley owner friends are going to want to check it out themselves. First, they have to meet the prerequisites. So, they go and buy a new Harley, and BAM a new member and customer is born. Once they're in, they can go on these "Posse Rides" and begin to make their own Harley adventures and stories. Everyone involved in the Posse Ride, first must take an oath (that promises "no whining" among other things) and this really seals the deal for me. Once you take an oath with a club, you really feel apart of that group and the family feeling is born. The fact that the oath includes no whining is brilliant in my eyes. Not only does it embrace that brotherhood but it also reconfirms that "hard-core, bad-assery" that comes with being a Harley owner.
I think Harley Davidson has done a great job with just laying the ground work for these rides, but at the same time keeping their hands out of it. Originally, I think they did this because it was cheaper for them but in the long run it helped them out in my eyes. Once again, they are reiterating those good stereotypes and schema that come with the words Harley Davidson. It makes members of HOG feel like they are doing it on their own and being "independent" and a "rebel" which is a main focus point of Harley Davidson. If Harley Davidson were to get more involved in these Posse Rides, I think they should do so only in little matters. Work with the towns and cities that the riders go through and stay in and make a handful of bars, the official "watering holes" of the Posse Ride. Maybe offer little gifts to HOG members like gas cards, gift cards to Harley products, etc. These are the little improvements I would recommend to Harley Davidson, but for the most part I would continue to be a little more hands off just as they have been.
Harley Davidson owners, "Live to Ride, and Ride to Live" and they are going to continue to do so with or without Harley Davidson getting more involved or not.
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