Vroom, Vroom: Ready your engines as we tackle how this company gathers people with passion for the open road!

From the desk of Miles Everson:

Welcome to today’s edition of “Return Driven Strategy (RDS)!”

I hope you’re having a great day so far.

For those of you who don’t know yet, RDS is a pyramid-shaped framework with 11 tenets and 3 foundations. When applied properly, these principles help businesses achieve their organizational objectives.

Today, let's delve deeper into the 1st foundation of RDS.

Keep reading to better understand how this company generates great returns with the help of one of its Genuine Assets.

Vroom, Vroom: Ready your engines as we tackle how this company gathers people with passion for the open road!

Imagine this: A place where the open road stretches endlessly before you…

… where the thunderous roar of powerful engines fills the air…

… and where a shared passion for adventure brings people together like family .

This is a dream for many motorcycle enthusiasts. However did you know one motorcycle company turned this dream into a vibrant reality that unites riders from every part of the globe?

The company did this by turning the thrill of the ride into a lifelong journey of camaraderie and excitement!

The name of this company?

Harley-Davidson!

In the world of motorcycles, few names evoke as much passion and heritage as Harley-Davidson. More than just a brand, Harley-Davidson represents a lifestyle, a culture, and a community.

At the heart of this community lies one of the company’s most genuine assets: The Harley Owners Group (HOG) .

Founded in 1983, HOG was formed to encourage Harley owners to become more actively involved in the sport of motorcycling. In 2004, HOG’s worldwide membership reached 900,000. This number is remarkable in comparison with competitors such as Honda’s Gold Wing Road Riders Association , which only had less than a tenth that number.

According to Professor Joel Litman and Dr. Mark L. Frigo in the book, “Driven,” the Harley Owners Group is unique . Many companies wish they had such an avid, engaged customer base as Harley’s!

The Genuine Asset lies in the way the company has utilized this singular phenomenon to better identify and understand the otherwise unmet needs of Harley customers.

As a result, HOG has contributed to branding the firm’s products and providing information for innovations that have not been paralleled in the automotive industry.

In fact, so different is the business model that many wouldn’t call Harley an automotive firm!

Let’s take a closer look at the different aspects of HOG…

• A Brotherhood of the Open Road

For Harley-Davidson, HOG is a way to foster a sense of belonging among its riders. The group organizes a myriad of riding and touring events, from local chapter rides to MASSIVE international rallies.

These events offer members a chance to connect over their shared love for the open road and the iconic rumble of a Harley engine. The sense of community built through these events is invaluable, turning casual riders into lifelong Harley devotees.

• Exclusive Perks and Merchandise

Membership in HOG comes with a host of benefits that deepen the Harley-Davidson experience. Members enjoy access to exclusive HOG-branded merchandise and apparel, allowing them to wear the brand on their sleeves—literally!

• Safety and Support

One of the most practical benefits of HOG membership is the comprehensive roadside assistance program. This ensures that no matter where their journey takes them, HOG members can ride with confidence, knowing they have support in case of an emergency.

This peace of mind is a significant factor in encouraging riders to hit the road more often, reinforcing their bond with their Harley.

• Local Chapters: The Heartbeat of HOG

The true heartbeat of HOG is its local chapters, which serve as the front lines of the Harley-Davidson community in organizing regular rides, social events, and charity fundraisers.

Local chapters create micro-communities within the larger HOG network, ensuring that no matter where riders are, they’re never far from fellow Harley enthusiasts.

At present, HOG has grown to well over a million members. Many of these members are Harley employees along with the unique employee engagement that can thereby be created.

According to Professor Litman and Dr. Frigo, this gives Harley-Davidson the ability to offer its customers a best-practice model for communicating holistically.

In many ways, purchasing a Harley and gaining entry into HOG is part and parcel of the unique offering itself.

Boosting Harley-Davidson’s Bottom Line

The positive impact of HOG on Harley-Davidson’s business is substantial. By fostering a strong community, HOG drives brand loyalty to unprecedented levels.

This is seen when members are more likely to invest in new Harley-Davidson motorcycles, accessories, and apparel, fueling sales across the board.

The events and activities organized by HOG also generate significant revenue, both directly and indirectly, as they often require travel, lodging, and other expenditures that benefit local economies and reinforce the brand’s presence.

What’s more?

HOG’s emphasis on safety and support helps reduce the risks associated with motorcycle ownership. This makes Harley-Davidson motorcycles more attractive to potential buyers who might be hesitant due to safety concerns.

In terms of feedback, HOG serves as a powerful mechanism for the motorcycle company. Through interactions with HOG members, the brand gains insights into rider preferences, needs, and emerging trends.

This direct line to the customer base allows Harley-Davidson to innovate continuously, ensuring its products and services evolve in line with the expectations of most dedicated riders.

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In essence, HOG is far more than a marketing tool or a club; it’s also the living, breathing embodiment of the Harley-Davidson spirit!

By nurturing a global community of passionate riders, HOG not only strengthens the emotional connection to Harley-Davidson. The group also drives tangible business results, ensuring that the roar of the Harley engine will echo on the open road for generations to come.

If you’re looking to gain a better understanding of Return Driven Strategy and Career Driven Strategy, we highly recommend checking out “Driven” by Professor Litman and Dr. Frigo.

Click here to get your copy and learn how this framework can help you in your business strategies and ultimately, in ethically maximizing wealth for your firm.

Hope you found this week’s insights interesting and helpful.

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Stay tuned for next Tuesday’s Return Driven Strategy!

When Fred Reichheld joined Bain & Company in 1977, the firm was in a period of rapid growth.

Learn more about how loyalty turns brands into legends in next week’s article!