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FINAL Harley Davinsons engine

Nhóm BUSI-LISH
Trần Thanh Nhàn
Đinh Quang Trung
Võ Đình Vũ
Trần Phú Phúc
Trần thị thanh mai



Harley-Davidson


Harley-Davidson, Inc. (H-D), or Harley, is an American

 motorcycle manufacturer, founded in Milwaukee,
Wisconsin in 1903.



Harley is one of two major American motorcycle, periods of


poor economic health and product quality as well as intense
global competition, there are owner clubs and events
worldwide as well as a company-sponsored brand-focused museum.



Noted for a style of customization that gave rise to the chopper motorcycle style,Harley-Davidson traditionally marketed
heavyweight.




Harley-Davidson manufactures its motorcycles at factories in
NewYork, Pennsylvania; Milwaukee, Wisconsin; Kansas City,
Missouri; Manaus,Brazil; and Bawal, India,and markets its
products worldwide.



Besides motorcycles, the company licenses and markets merchandise under the Harley-Davidson brand, among
them apparel, home decor and ornaments, accessories, toys, and scale figures of its motorcycles, and video
games based on its motorcycle line and the community.



It causes the cylinders to fire at uneven intervals and produces
the choppy "potato-potato" sound so strongly linked to the
Harley-Davidson brand

V-TWIN engine

With a 45° angle between the cylinders.
The crankshaft has a single pin, and both pistons are connected to this pin through their 
connecting rods


F-Head engine
Ignition was via a magneto, and the engine was started using bicycle-style pedals. Instead of a
conventional clutch, a pulley belt tensioner could be moved, allowing the leather drive belt to slip.



Flathead engine

Knucklehead


Panhead engine

The engine replaced the Knucklehead engine in 1948 and was manufactured until 1965 when it was replaced by the Shovelhead


THE NEW SOFTAIL
AND 8 NEW MODELS
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Heritage classic

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Fat boy


THE NEW SOFTAIL
AND 8 NEW MODELS
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Fat bot

Deluxe


THE NEW SOFTAIL
AND 8 NEW MODELS
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Bkeakout

Streeb Bob


THE NEW SOFTAIL
AND 8 NEW MODELS

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Softal slim

Low rider


THE BIGGEST CHANGES


The new HD chassis developed from the previous

Softail chassis

- makes the chassis lighter, stiffer and firmer
- more active on the turn



Milwaukee-Eight engine


Harley-Davidson Services



Financial services- motorcycle loans, cycle insurance, and the Harley-Davidson Visa
credit card




Rider education- new rider, skilled rider, and group riding courses
These services can be beneficial to many customers and help them through the whole
process of buying and owning a Harley.


Marketing Strategy

Original Strategies
-

Tradition

- American Made
- Feeling of Freedom

Problems
- Baby Boomers
-

Generation Y

- Sports Bike
- Global Competition


Expanding Internationally


From its inception, Harley Davidson has enjoyed success in most of North America.



Harley Davidson has not been as successful abroad, particularly in Europe and Asia.


MARKETING STRATEGY

New Strategy
- Appeal to “young riders”

of Generation-Y

- 2005 VRSCA V-Rod motorcycle series
- Fat Boy, Heritage Classic, Low Rider, Deluxe, Breakout, Softail Slim, Fat Bob và Street Bob

 Marketing Objectives
-

To gain Heart share anh Mind share in the ASIAN market and be revered

- To Gain markershare by effectively creating and meeting need for HD in ASIAN market


Positive Marketing Strategies


Leading manufacturer of motorcycles in the U.S.



“Anti-internet” website



Only produce motorcycles

Harley-Davidson in the Future


Expand manufacturing facilities



Market to all age groups instead of just middle-aged males



Use television marketing



Price product in Europe based on annual income


SWOT ANALYSIS
STRENGTH




The heavyweight motorcycle manufacturer in America
Strong braind & well astablished in the customer’s mind
with the image of “FREEDOM AND STRENGTH”



Listed in Fortune 500

WEAKNESS






OPPORTUNITIES



The international heavy weight bike market is now larger the
the US market



Women are increasing be coming interested in motorbike

Hing prices of mitorbikes
Loss of market share, especicly in EU
Not attract in new customer in the international market
Male Gende Aspect

THREATS





Competition from established heavy bike seller in ASIAN
Harley’s average customer age is more than 40 and is increasing
More & more companies in heavyweight motor such as Honda,
Suzuki, Kawasaki, Yamaha, Ducati


Harley Davison Expanding Strategy To Asia


Biggest challengs in Asia Market Associated with



Almost Developing Countries



GDP less than $7.000



Traffic Jam


 “ Things like the right height suspension quality and engine responsiveness all come from fast
growing urban environments where the infrastructure might not be as mature as in some other
markets. We design the products to deal with that” – says McAllister


Changes to adapt


Launched New motorcycle Models



Price less than US$10,000


 “ Riding a Harley isn’t about speed, it’s about the feel of the ride, and that’s something you can really
experience in this part of the world” – says McAlilister


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