London Inc. June 2022 - 29

You joined Blackbridge nearly three
years ago, an apparent departure
from your previous jobs. What was the
attraction? Erin Mitchell + Co. evolved from
my successes in growing small business to
sustainable infrastructure. The invitation to
join Blackbridge Harley-Davidson with the
goal of acquiring Rocky's Harley-Davidson
was an enticing opportunity.
Rocky's has a loyal following, going
back to the 1950s. What changes, if any,
will customers see from new owners?
First and foremost, a reinvestment in the
riding community. Being a hub for those
hitting the open road is a big part of the
roadmap in Rocky's future. This includes
fostering inclusivity for riders of all ages,
gender and experience levels, investing in
the community, leading the way in new rider
mentorship and engaging more female riders.
We'll also be hosting more events such as
this month's 30th annual provincial HOG
[Harley Owners Group] Rally, June 16 to 18. It
will attract thousands of riders to the Forest
City and set the groundwork for the largest
ongoing annual motorcycle rally in Ontario.
These events welcome riders and non-riders
alike and are intended to break down barriers
to the sport and Harley-Davidson brand.
Auto makers are spending billions
to develop EVs and plug-in hybrids.
Is anything similar happening with
Harley-Davidson? Harley-Davidson's
LiveWire was unveiled in 2018 and is the
first in a revolutionary portfolio of electric
Harley-Davidson motorcycles. It features a
high-voltage battery and permanent magnet
electric motor that can produce 100 per
cent of its rated torque instantly, producing
breathtaking acceleration. A lightweight but
rigid aluminum frame contributes to precise,
responsive handling and makes this motorcycle
a thrill to ride. Think zero to 100 [km/h]
in 3.5 seconds!
For the uninitiated, what's the deal with
Harley-Davidson? Why are its fans so
fiercely loyal? What the Harley-Davidson
brand symbolizes to me is a community of
freedom-loving, adventure-seeking individuals
who aspire to the values Harley-Davidson
stands for - independence, authenticity and
the passion for being on the open road.
In recent years, Harley-Davidson has
favoured large automotive groups as dealer
principal, hoping that automotive dealerships
well versed in moving high volumes could
spike sales. Auto groups loved this because it
was great to have a fun and iconic brand in
the portfolio. However, both Harley and the
auto conglomerates overlooked the reason
that Harley-Davidson is the number-one
tattooed corporate logo in history - the
experience.
INTERVIEWBYCHRISTOPHER CLARK
JUNE 2022 | londonincmagazine.ca | 29
https://www.pashop.com/products/store/ http://www.londonincmagazine.ca
London Inc. June 2022

Table of Contents for the Digital Edition of London Inc. June 2022
