Another important aspect on which Harley Davidson needs to focus is maintaining the
average consumers good opinion of and preference for the Harley Davidson brand. In
the past Harley Davidson was the heavyweight motorcycle, but since the expansion of
Honda, Suzuki, and Yamaha into the heavyweight segment consumers have more
choices without sacrificing quality. Although Harley Davidson has had image
problems in the past, such as Hell’s Angels and other biker gangs, recently the weekend
pleasure rider has replaced the unattractive images. The problem is that consumers no
longer see Harley Davidson at the pinnacle of the industry. Harley needs to make an
effort to show consumers that a Harley Davidson is still the best bike you can own and
the best bike for the money. Part of the appeal of the Harley Davidson is the image that
owning a Harley projects. Some of that image has faded over the past few years and
needs to be revived if Harley is to continue its success.