The Descriptive Marketing Mix of Harley Davidson – Covering all 4Ps

Updated on: Sep 13, 2021
marketing mix of Harley Davidson |IIDE

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Harley Davidson is one of the well-known bike brands in the world. People carry pride with them when they ride it

It has been in the market for more than 110 years now but it has just grown every year with its incredible ways of marketing and managing its products for its customers.

Thus this makes us keen to know the marketing mix of Harley Davidson.

In this blog, we will be discussing the marketing mix of the company which will include the 4P’s which are Price, Place, Promotion, and Products.

Before we talk about its marketing mix let us first know about Harley Davidson as a company.


About Harley Davidson

brand logo of Harley Davidson-Marketing mix of Harley Davidson of Harley Davidson -Marketing Mix of Harley Davidson ‌|‌ ‌IIDE

Harley-Davidson, Inc. is an American motorcycle company established in 1903 in Milwaukee, Wisconsin. Alongside Indian, to survive the great depression it was one of two major American motorcycle manufacturers.

The company has encountered subsidiary arrangements, periods of poor economic health and product quality, various ownership arrangements, and intense global competition. In this way, it has become one of the world’s largest motorcycle manufacturers and an iconic brand. It is widely known for its loyal audience.

Harley Davidson markets its product worldwide. It’s popular for its style and customization style. Under the Harley-Davidson brand, there are home décor and ornaments, accessories, toys, scale models of its motorcycles, also there are video games based on its motorcycle line and the community which is amazing. 

Let us now see the marketing mix of Harley Davidson.


Marketing Mix of Harley Davidson

Marketing Mix is a set of different techniques used in the company to pursue its marketing objectives in the target audience. 

The 4 Ps are Product, Price, Promotion, Place,  which helps the company to stay relevant and flourish. 

Let us start by looking at the Product mix of Harley Davidson.

1. Product Strategy

product mix of Harley Davidson -Marketing Mix of Harley Davidson ‌|‌ ‌IIDE

Harley-Davidson has a limited product mix. Some of the most popular products by Harley-Davidson are its chopper/custom motorcycles. Its heavily built bikes and the thumping sound are its trademarks.

It also offers others product lines, such as engines and motorcycle parts, and accessories. It also provides garments and related merchandise under the MotorClothes brand. Harley-Davidson has diversified its business through a limited number of product lines, it is mostly focused on chopper/custom motorcycles.

These are some of the products that Harley-Davidson provides :

  1. Engines
  2. Motorcycles
  3. MotorClothes Merchandise and Collections
  4. Parts and Accessories (Ex- H-D’s Screamin’ Eagle brand)
  5. Rentals through Authorized H-D Rental Dealers

Product Differentiation

Customization – Innovation to secure competitiveness.

Style- Sole styles which can be customized

Durableness- Heavy-duty and long-lasting motorcycles.

Performance Quality- Reliable, mission-critical products.

Reliability- Custom-made motorbikes are made with quality and reliability as their core properties.

Let us now see the Price mix of Harley Davidson.


2. Price Strategy

Harley Davidson mainly deals in heavy-built frameworks and high displacement motors, it indicates and aims at a particular level of variety in its products. It has been providing high-quality products which lead to high costs making it a premium-priced product, and at the same time, directs at a particular segment or class of customers.

Nevertheless, due to this method, the company has even experienced certain difficulties and has gone through red periods in its profit curves, which were overcome by means of rightsizing and layoffs

The outcome is that Harley Davidson has the best positionings when it comes to names of premium Motorcycles. And a lot of this premium positioning is offered because of the price of the motorcycle.

Now let us see the Place mix of Harley Davidson.


3. Place and distribution strategy

Place strategy of Harley Davidson- Marketing mix of Harley Davidson of Harley Davidson -Marketing Mix of Harley Davidson ‌|‌ ‌IIDE

The primary places for the distribution of the company’s products are Authorized Harley-Davidson dealers. 

If we talk about the majority of the firm’s revenues, which are generated through these dealers. Some of its dealers are also authorized to rent out Harley-Davidson motorcycles. 

The company’s online store lets its consumers place online orders for motorcycle parts and accessories, apparel, and other merchandise.

Harley Davidson has a selective distribution channel and its showrooms are mostly found in premium locations only.

Following are the places for distributing Harley Davidson’s products:

  1. Authorized H-D Dealers
  2. Harley-Davidson Online Store
  3. Authorized H-D Rental Dealers

Lastly, let us see the Promotion mix of Harley Davidson.


4. Promotion Strategy

It has its first-ever overseas factory in Brazil: Taking benefit of the free economic zone in 1988, Harley Davidson was opened in Manaus. The location was placed to sell motorcycles in the southern hemisphere market.

To promote its brand Harley Davidson has been organizing rallies, cross country marathons, bike rides, etc. it has also been featured its bikes in movies and series making a wide large impact in people’s minds as a classy brand.

It has been promoting its products only in top magazines, newspapers, television shows, etc. It has been showing its brand as a model for enjoyment, friendship, and enjoying the journey of life.

The following strategies/tactics are contained in the promotional mix of Harley Davidson’s :

  1. Personal selling
  2. Sales promotion
  3. Public relations
  4. Direct marketing
  5. Advertising


On the overall study of the marketing mix of Harley Davidson, we can see that it is a well-managed brand and has been increasing its expertise and brand value year after year.

It has a unique product strategy in the market. It provides the customers with the access to modify their vehicle’s looks as they decide. It provides different products and services related to its brand like merchandise and sent its bikes by dealers.

It has a premium pricing strategy for its products due to the quality of products and services they give and its brand name in the market.


It has a well-organized distribution channel. It has most of its showrooms in premium locations and has Harley Davidson dealers in all locations.

It has been promoting its brand in only necessary places like top magazines, newspapers, etc, and showing its vehicles in movies and series.

Wasn’t it interesting to know Harley Davidson’s marketing mix? Learn how to market your brand online using digital marketing check our website for more information.

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Thank you for reading the blog. We hope that you came to know something new about Harley Davidson’s 4 Ps Marketing Mix from this blog. 

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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