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Harley Davidson Plans Big Presence In Daytona During Bike Week

harly davidson

Harley Davidson

HARLEY-DAVIDSON AT BEACH STREET AND SPEEDWAY IN DAYTONA

Bike Week 2011 Fires It Up with Demos, New H-D1 Custom Bike Showcase and More

MILWAUKEE – Harley-Davidson will get the riding season off to a rousing start at Daytona Bike Week 2011 with a dynamic display of motorcycles and more at Riverfront Park on Beach Street and at Daytona International Speedway.

The 70th Annual Daytona Bike Week 2011 embodies the powerful image of riders, enthusiasts and their bikes enjoying racing and revelry in the sun and sand of Daytona Beach, Fla. With a unique collection of riders and motorcycle enthusiasts from around the world, Daytona Bike Week is a ritual biker bonding experience.

“Daytona Bike Week launches the motorcycle riding season, and Harley-Davidson will be there at full throttle,” said Steve Piehl, Harley-Davidson Director of Customer Experience. “Our location at the Speedway gives riders a chance to enjoy any of our 75 demo bikes and we’re excited to be part of the thriving scene at Riverfront Park on Beach Street focusing on custom Harleys, cool clothing and great motorcycle experiences.”

Harley Owners Group (H.O.G.) members can receive a free gift on March 6 and for their convenience can pick up their free event pin all week at either Harley location at Beach Street or the Speedway.

Motorcycle owners are invited to enter their Harley-Davidson motorcycles in an all-new H-D1 Custom Bike Showcase presented by Best Western. Riders can enter their bike all week at the Beach Street location. Winners will be selected by random daily drawings for a total of eight winners who each receive two nights lodging at a Best Western hotel and an H-D gift card.

Harley-Davidson activities at Riverfront Park on Beach Street will run from Saturday, March 5 to Saturday, March 12, 9 a.m. to 6 p.m. daily. Highlights include:

- Harley-Davidson H-D1 customization tools and lifestyle interactive experience: Check out the latest options for lighting, exhaust systems, audio and more.

- Harley-Davidson MotorClothes displays with demonstrations and seminars on helmet fit, Force Flex eyewear and Hi-Vis gear.

- Women’s Area daily and 4th Annual Harley-Davidson MDA Women’s Ride Daytona, Tuesday, March 8 with registration at www.mdarides.org.

- The Jack Daniels Experience

- XR1200 Race Experience

- Muscular Dystrophy Association (MDA) raffle

- Food, beverage, music and free parking

Harley-Davidson activities at Daytona International Speedway near the Intersection of Midway Avenue and Richard Petty Boulevard will run from Saturday, March 5, to Saturday, March 12, 9 a.m. to 5 p.m. daily. Highlights include:

- Harley-Davidson 2011 motorcycle demo rides

- 2011 Harley-Davidson interactive motorcycle display

- Fit Shop motorcycle experience – custom fit Harleys with riding experience

- Food, beverage, music and free parking

- AMA Pro Racing Vance & Hines XR1200 road race, Thursday-Friday, March 10-11. (Requires Speedway admission)

Harley-Davidson will also be at Black Bike Week on Mary McLeod Bethune Boulevard
in Daytona Beach March 10-12.

For a complete listing of Harley-Davidson events, please visit our website at www.harley-davidson.com and there will be online coverage from Daytona at www.harley-davidson.com/daytona. Please check the on-site Harley-Davidson activities guide for additional times and locations of entertainment and other attractions.

Harley-Davidson Motor Company, the only major U.S.-based motorcycle manufacturer, produces heavyweight motorcycles and a complete line of motorcycle parts, accessories and general merchandise. For more information, visit Harley-Davidson's website at www.harley-davidson.com.

Smurf Harley Davidson

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HARLEY DAVIDSON

Founded in 1903, the Harley-Davidson Motor Company was among the original companies building and selling motorcycles to racers and other thrill seekers. Among a crowded field of starters, it had the distinction of being the only motorcycle company to survive the next 80 years, and thus it came by its legendary status honestly. During the late 1970s, however, the company was troubled by a reputation for poor quality, lagging innovation, and serious competition from abroad, most notably from Japanese manufacturers. During an unfortunate period of ownership by AMF Corporation, the company even produced Harley-Davidson golf carts. Finally, after a group of investors bought the company back, it began a remarkable turnaround. In 1979 the company hired the Minneapolis ad agency Carmichael Lynch Spong to help reverse some of the negative perceptions that were plaguing it. Jud Smith, group creative director of the agency team that worked on the account at the time, said in an Adweek article, ‘‘The image was that it [the motorcycle] was owned by dirtballs and decidedly uncool.’’ Although Harleys were seen as distinctively designed, honest machines, many of the competitors were offering more user-friendly motorcycles, especially for less-experienced riders. Easier to maintain, some of the other bikes were even faster than the legendary Harley. Still, Harley-Davidson had developed a near fanatical following of riders whose deep emotional attachment to their bikes had already crept into American culture. Harley ‘‘Hogs’’ were perceived as simple but tough and as embodying the rebellious facet of the national character.
By 1984 Harley-Davidson had turned an important corner under its new management, introducing a new line of bikes while significantly improving quality. The advertising began to communicate the changes, and at the same time it drew upon the passion the motorcycle inspired in its core riders with themes like ‘‘Things are different on a Harley’’ and ‘‘Harley through and through.’’ The advertising even broke with its rule of always making the bike the hero of the ad by employing high-profile—and highly passionate—Harley riders like Malcolm Forbes, Jay Leno, and Mickey Rourke, who agreed to do the ads for a dollar if it would help their favorite motorcycle company. By the 1990s an improved product and savvy marketing had turned Harley-Davidson from the motorcycle of ‘‘dirtballs’’ to the choice of free-spirited American individualists. Along with them came a legion of consumers who wanted to own part of a legend and could afford to pay as much for a bike as most people paid for a car. Despite the long waiting period, sales edged ever upward.