Winston-Salem Business Magazine - April 2008 - (Page 19)

A Winning Marketing Strategy More women are owning Harley’s than ever before BY RENEE HONEY • PHOTO BY ANDREW HONEY From Left to Right- Leigh Helms, Sarah Frazier, Donna Reece, Beverly Sharp, Susan Sanders, Sandy Reece, Monique Holliday, Tracy Crisp, Cindy Little, Tammy Nichols, Brigitte Setzer, Diana Tull, Autumn Schubert, Debbie Crews, Caroline Jones, Mary Nicoletta, Patty Cole. The two youngest Harley riders are Savannah (Kindergarden) and Cheyenne Crisp(Grade 3) who both attend Walkertown Elementary School. During the workweek, they wear suits and heels; they drive around town in mid-size sedans. On weekends, they trade in their dry-clean-only jackets for durable leather bombers and chaps and cruise around the countryside on Harley Davidson motorcycles. These Harley-riding women represent just about every career path: doctors,lawyers, teachers, mothers, managers and sales representatives. Harley-Davidson now caters to both sexes by producing more motorcycles that are low to the ground, so women can plant their feet firmly at rest, and designed with narrow seats and softer clutches. Even the handlebars and windshields are lower to make the bikes more comfortable for the petite crowd. Many women started off as passengers on their boyfriends’ or husbands’ bikes but soon decided they wanted to be in control of their own set of wheels. All of the women we spoke to said that owning a Harley introduces you to a new family that looks out for each other. Riding a Harley has become very much a family activity, allowing time together to explore the outdoors and meet others who enjoy the ride. Harley owners have long been known for their fundraising efforts, and this continues today as groups cruise the highways while raising money for various charities. Winston-Salem’s proximity to the mountains makes for scenic trips when bikers can experience relaxing weekend getaways that rejuvenate and prepare them for the workweek ahead. Most Harley riders say there is a real sense of freedom when they are out on their motorcycles. There are no cell phones. It’s just them and their bikes. Harley Davidson dealerships have recognized that women may not feel comfortable visiting the showroom and asking questions about the bikes, so all the staff is trained to cater to the female market. In addition, HarleyDavidson has produced events that provide information on everything from where the key goes to the correct way to pick up a bike when it’s down. The Harley apparel line has been modified to accommodate the female rider. Gloves are now fitted for women’s hands, and jackets are sized correctly for the female frame. And these efforts are paying off. Nationally, sales to this market have tripled in the past 17 years. About 12 percent of all Harley motorcycles purchased in 2007 were sold to women. WINSTON-SALEM BUSINESS | 19

Table of Contents Feed for the Digital Edition of Winston-Salem Business Magazine - April 2008

Winston-Salem Business Magazine - April 2008 Contents Wake Forest University Smitty's Notes BBB Marketplace Ethics Awards Better Business Bureau A Winning Market Strategy ENFO Solutions Serving Winston-Salem for 80 Years Business Bites Money Matters Intelligent Communities Smart Marketing Local Business Calendar

Winston-Salem Business Magazine - April 2008

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