Harley-Davidson is looking to increase focus on the used motorcycle market in the United States, in the brand’s latest efforts to increase customer base. And to do this, Harley-Davidson plans to roll out a certified pre-owned bike program, known as H-D Certified, to position well-tended bikes as a substitute for entry-level models.
The strategy is similar to what carmakers have been following to position well-maintained used vehicles as a substitute for low-margin, “entry-level” new models. The used bikes program is part of a new five-year turnaround strategy outlined by new Harley-Davidson CEO Jochen Zeitz, part of the latest efforts to expand the brand’s appeal beyond middle-aged and affluent riders.
The 118-year-old American brand has been steadily losing market share in the brand’s domestic US market amid declining retail sales for six years. Harley-Davidson’s latest five-year plan has been dubbed “The Hardwire” and under the new plan, Harley is following a “70-20-10” structure, with 70 percent of its efforts going to the core business, 20 percent into expansion into new segments that offer clear potential for more profit, and 10 percent for testing ideas for long-term growth, including plans for smaller displacement models in new markets, like in China, with the Qianjiang Group, and in India, with Hero MotoCorp.