Harley-Davidson Dealer Development
the situation
Founded in 1903, Harley-Davidson is one of the world’s most iconic brands. We’ve partnered with them for more than 15 years—training their teams and dealers, launching new models, and developing dealer sales programs, among other initiatives. When Harley updated its dealer ownership policy and sought to expand its dealer network in the U.S., their dealer prospecting team turned to us for consultancy services to define a clear strategy moving forward.
the strategy
To identify new target markets for the Harley-Davidson dealer prospecting team, we began by conducting interviews with over 25 prospective dealers to understand the factors influencing their interest—or hesitation—in becoming a Harley dealer. We also researched private equity firms and investment bankers who might be interested in investing in dealership opportunities.
the finished product
Based on our research, we developed strategic recommendations for engaging these target groups. Building on this foundation, we created a suite of marketing assets—including a new dealer brochure, roadmap, and inquiry form—to ensure clear messaging and a consistent visual identity. To further support the dealer prospecting team with their goal of engaging potential dealers, we produced a hype video and four written and video case studies featuring current dealers that showcase the value and opportunity of owning a Harley-Davidson dealership.
the results
Harley-Davidson has continued to strengthen its dealer network while advancing a nationwide transformation of its retail locations to meet evolving customer expectations. We remain proud to partner with the brand across a range of initiatives and to contribute to the success of this legendary company, which boasts one of the most loyal customer bases in the world.