Harley-Davidson: Heritage Brand Repositioning & Market Lifecycle Extension

A brand-strategy sprint examining stagnation risks in an iconic lifestyle brand and developing a repositioning framework to revitalise relevance among younger identity-driven consumers.

Strategic Design Market Lifecycle Strategy Consumer Behaviour Analysis Value Proposition Engineering Identity Segmentation

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Problem

Harley-Davidson's core demographic was ageing, while emerging generations gravitated toward different aspirational cues. Without a carefully managed repositioning, the brand risked erosion of cultural relevance.

Approach

I conducted a full VRIO analysis, lifecycle mapping, and generational segmentation. To validate insights, I undertook an in-person dealership audit to analyse live consumer behaviour and brand-touchpoint patterns. The resulting framework balanced heritage preservation with forward-oriented identity capture.

Methods & Tools

VRIO framework
Brand-equity mapping
Generational market segmentation
Lifecycle modelling
Consumer-touchpoint analysis
Value-proposition redesign

Outcome

Isolated the forces driving Harley's stagnation and identity disconnect
Developed a brand-repositioning model aligned with Gen-Z and post-Millennial values
Proposed a lifecycle-extension strategy retaining Harley's symbolic heritage

Key Leverage

Reconciled legacy brand capital with the demands of emerging identity markets, producing a structured pathway for long-run relevance.