Against a backdrop of declining sales Harley-Davidson has split from its long term US ad agency and, in the UK, is reducing or freezing prices.
Ad agency Carmichael Lynch, who had handled Harley’s advertising for 31 years, have dropped the Milwaukee manufacturer with agency president Doug Spong commenting: “It got to the point where we no longer felt we could take the brand forward.”
Harley is reported to have halved its advertising spending since 2007 and, although easing, motorcycle sales have continued to fall.
Chief Marketing Officer Mark-Hans Richer said “We haven’t tried to be all things to all people. We tried to be what we are to more and we’re making progress on that front”.
Meanwhile, Harley UK has announced it’s cutting prices on some models and freezing others. The Night Rod Special has been reduced by £700 and the Softail Cross Bones by £400.
There are also savings of up to £100 on models such as the 883R, Nightster and Forty-Eight.
Jessica Tideswell, Harley’s Marketing manager said: “We’re delighted to be able to introduce some price reductions for our customers. We hope that the measures continue to help make Harley Davidson ownership more accessible to new and existing customers”.