Direct Selling

How they do it: Harley Davidson has a range of brand store’s selling both its motorcycles as well as its brand merchandise. In addition it also has stores that focus exclusively on the brand and merchandise in popular locations such as malls and airports.

Experience Selling

How they do it: Harley Davidson is based on the marketing image of the ”lone rider”, initiated to emphasize a more working-class, macho, and a little anti-social attitude associated with motorcycling’s dark side.

Franchising

How they do it: Harley Davidson works together with individual dealers, opening and running a brand store for them which can focus on motorcycles and service or also just general merchandise. The company supports its dealers with financial and insurance services such as receivable financing.

License

How they do it: Harley Davidson generates a large portion of its revenue with merchandise carrying the Harley Davidson brand. To avoid a negative impact on their brand the company has a distinctive licensing strategy and only accepts products that are in line with their own goals and guidelines for the Harley Davidson brand.