Brazil is strategic for Harley-Davidson

80 us, when the relationship between a company and its customers pragmatically unfolded inside the shops, almost always ungrateful moments from reviews, Harley-Davidson has decided to move forward in the relationship between brand and consumer. Branding that was born under the signature Harley Owner Group (HOG), a relationship and dating Club managed by the company of Milwaukee for owners of two wheels that, in 2013, add up over a million loyal owners of the dark custom in the world. Today, although Brazil represents something around 1.5% of the total, about 13 thousand consumers, the strategic importance of a developing market is evident since the inauguration of the factory of Manaus, early last year, participation in the project of the newest global products.
Longinus Morawski, Managing Director of Harley-Davidson in Brazil. Photo: Divulgação1/4
Although the Brazilian subsidiary has not participated directly in the project, which was managed by the head office of the company in the United States, a few hundred customers ears by Harley in the development of Street line — the unprecedented gamble to expand the gateway with the bikes for younger audiences with price at $ 7,000 (about r $ 16 thousand) — came from some discussion groups organized by top executives of the company in Sao Paulo. Simple and fast Feedback to be obtained for those accustomed to dialoguing with customers through events, meetings and an online platform that allows the relationship between the members of the Club.
Only in the last year, there were three major events promoted in Brazil by Harley-Davidson, Harley as the river Days, the National Party Rally H.O.G. celebrating 110 years of the brand and the date in the two wheels.
"The Harley-Davidson of Brazil seeks to maintain a closer relationship with the national consumer and bring products that meet the market and let the motorcycle brand portfolio, available in the country, even more complete. In addition, Harley-Davidson has been working hard to bring new consumers to the brand, "says Longino Morawski, Managing Director of the company commercial in Brazil. Yet that has not been included in the calendar of national releases, the two Street models that come in stores of the United States and Europe in 2014 reinforce the proposed brand rejuvenation that very soon should resonate around here. "In this first moment, the new Harley-Davidson Street 750 e Street 500 will be released in a few select markets and we will continue with the plan to more regions in the future. Yet there is a setting on the release of these models in Brazil ", adds Morawski. Understand the feasibility in relation to demand and the cost of production of these products in the country are some of the points under consideration. The focus on Asian emerging markets such as India, where the product will also be featured in the next six months from the manufacturing unit in Bawal, in the North of the country, seems a clear indication of the interest of Harley in breaking paradigms.
And more: Harley-Davidson's profit rises to $ 163 million in the third quarter
And even the exchange rate is no longer a big setback for the company in Brazil. "The rise of the dollar impact, in General, all products marked out by currency. For Harley-Davidson, is no different. However, the fact that we get most of our models in Manaus, reduces this impact. Have a factory in Manaus is a fundamental factor for the brand in the country ". It is, however, overcome the potential challenge to leave the Street line with competitive price. With increase of taxes, the vehicle easily hit the House of R $ 30,000, where are already positioned some of the models of the company's input.
Last year, Harley-Davidson had his best performance in sales on the domestic market. According to figures of the Brazilian Association of Manufacturers of motorcycles, mopeds, bicycles and the like, were 6.8 thousand units sold compared to 5.2 million from 2011. In 2006, there were only 1.6 thousand. The goal of the company, who took over from 2011 for all sales operations here, is to close the current with 20 points of sale, twice in two years. In addition to the USA, where Harley registers more than half of its sales, the Brazil pleads to fourth position in annual sales, behind Japan and Canada.