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3/8/2021
By Rajesh Kumar Singh
CHICAGO, March 8 (Reuters) - Harley-Davidson Inc has
decided the best way to get younger customers to buy a new
motorcycle is to sell them a used one first.
The Milwaukee-based company plans to roll out a certified
pre-owned bike program, known as H-D Certified, adapting a
strategy carmakers have been following for years to position
well-tended used vehicles as a substitute for low-margin, entry-level new models.
Harley s embrace of used bikes is part of a new five-year
turnaround strategy under Chief Executive Jochen Zeitz, and is
the latest effort to expand the brand s appeal beyond
middle-aged and affluent riders.
Harley’s embrace of used bikes is part of a new five-year turnaround strategy under Chief Executive Jochen Zeitz, and is the latest effort to expand the brand’s appeal beyond middle-aged and affluent riders
By Rajesh Kumar SinghCHICAGO, March 8 (Reuters) - Harley-Davidson Inc has decided the best way to get younger customers to buy a new motorcycle is to sell them a used one first.The Milwaukee-based company plans to roll out a certified pre-owned bike program, known as H-D Certified, adapting a strategy carmakers have been following for years to position well-tended used vehicles as a substitute for low-margin, "entry-level" new models.