socialmedian: HISTORICAL CONTEXT of THE BOOK OF HARLEY DAVIDSON CAMPAIGN

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HISTORICAL CONTEXT of THE BOOK OF HARLEY DAVIDSON CAMPAIGN

Source: Marketing Campaign Case Studies

Oct 27, 2009

Summary

Founded in 1903, the Harley-Davidson Motor Company was among the original companies building and selling motorcycles to racers and other thrill seekers. Among a crowded field of starters, it had the distinction of being the only motorcycle company to survive the next 80 years, and thus it came by its legendary status honestly. During the late 1970s, however, the company was troubled by a reputation for poor quality, lagging innovation, and serious competition from abroad, most notably from Japanese manufacturers. During an unfortunate period of ownership by AMF Corporation, the company even produced Harley-Davidson golf carts. Finally, after a group of investors bought the company back, it began a remarkable turnaround. In 1979 the company hired the Minneapolis ad agency Carmichael Lynch Spong to help reverse some of the negative perceptions that were plaguing it. Jud Smith, group creative director of the agency team that worked on the account at the time, said in an Adweek article, ‘‘The image was that it [the motorcycle] was owned by dirtballs and decided ...Read the full article

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