Harley-davidson brazil: Building brand relevance
SVA MASTERS IN BRANDING PROJECT
process
We conducted in-depth research surrounding the Brazilian culture, including modes of transportation, values and beliefs and analyzed Harley-Davidson’s current sales and brand perception within the region. With this information we developed potential opportunities that would build brand relevance in Brazil and strengthen emotional connections.
assignment
As part of the Brand Management class at SVA our team was tasked with developing brand positioning and a marketing plan for Harley-Davidson Brazil. Harley-Davidson is a motorcycle manufacturer founded in 1903 in Milwaukee, Wisconsin. It is an iconic American company and one of the strongest brands in the world. It sustains a large, active community through clubs, events and museums.
Analysis
Brazil is one of the top luxury marketplaces in the world and is projected to increase by 30% within the next five years. The region currently provides one of the largest markets in South America for Harley-Davidson with 12 dealerships
and a factory in Manaus.
strategy // Recommendations
In order for Harley-Davidson to resonate with the Brazilian culture, we recommended that they reposition themselves from an exclusive, luxury motorcycle brand with a strong appeal to traditional, hardcore motorcycle riders, to a brand that redefines the future of riding for all motorcycle enthusiasts.
This recommendation included the launching of their Harley-Davidson Harley-Davidson Street 500 and Harley-Davidson Street 750 motorcycles which are both currently unavailable in Brazil. These bikes are lighter and sleeker, appealing to the current transportation lifestyle in the region.
By repositioning themselves and launching the Street Line, Harley-Davidson can attract new buyers who are drawn to a sleeker and sporter motorcycles, including women who currently make up 25% of the Brazil motorcyclist population.
TEAM: Almu Blanco, Jayda chi, Alice li, JENNIFER PASSAS, kyle rajaniemi, maria silva & MADALYN WORTHINGTON
A pdf is available for download to view our full marketing plan and business objectives.