Harley-Davidson Updates Street and Sportster Trade-In Program


It’s no mystery that Harley-Davidson Motorcycles was, shall we say, in trouble over the past three years or so. Baby boomers are getting old off the bike, and those damn millennials just aren’t interested in dropping $ 20,000 on a cruiser. As MoCo continues to seek out new approaches to attract new riders, Harley superiors are looking to revamp an old, long-term sales strategy in hopes of increasing the number of high-priced bikes sold. It comes in the form of a new trade-in program that aims to attract customers with cheaper deals and then push for an upgrade once Harley-Davidson’s proverbial hooks are good and deep.

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The program allows customers to purchase a new or used machine (or certified pre-owned or whatever they call it now) from the Sportster or Street lines, with a guaranteed dollar-for-dollar money back on the purchase price. when exchanged for a larger and more expensive model within one year of the initial purchase. This program has already started and would run until the end of August 2018, apparently taking advantage of the summer riding season.

Harley is hoping that customers who buy cheaper models like the Street Rod will switch to more expensive machines like the Softail Sport Glide.

According to people at H-Dealerships like Todd Berlin, Suburban Motors sales manager in Thiensville, Wisconsin; “It really drove the sales of Sportsters,” Berlin said in an interview with The Sentinel Journal.

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With at least six models currently priced below (or rather equal to) the five-figure mark, Harley hopes to attract new customers who otherwise wouldn’t consider the traditional $ 20,000 investment in the purchase. of a new Harley. The company also aims to attract otherwise indifferent parties with the release of its upcoming all-electric Live Wire model.

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Sales in the United States, by far Harley’s largest market, are down more than ten percent from 2017, which is actually worse than it looks when you consider that number. has been declining for several years. Even globally, HD sales have fallen by more than seven percent. In response, Harley uses a decade-long strategy in which it hopes to create around two million new riders (and increase overseas sales by 50% and introduce 100 new models). As Harley CEO Matt Levatich reportedly explained in a phone call with analysts; the manufacturer’s thought process has shifted from “building bicycles to building cyclists”.

Only time will tell if this new push will be enough.

Photos courtesy of Harley-Davidson

Source: The Sentinel Journal

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