[Auto / Moto] Harley-Davidson launches used motorcycle program

[Drosel]

Harley-Davidson will follow in the footsteps of many car manufacturers and launch a certified pre-owned motorcycle program. The iconic bike maker is losing U.S. market share due to declining retail sales, but demand for used Harleys remains strong. With that in mind, CEO Jochen Seitz is leading a five-year turnaround strategy that will aim to broaden the brand's appeal beyond middle-aged and affluent commuters, Reuters reports. Harley was the hottest brand in the used big bike market in 2020. In fact, some Harley-Davidson dealers say used bikes sold for three times the price of new ones last year, and with the coronavirus pandemic leading to increased demand for outdoor recreational activities, that could continue to rise.

 

 

“We believe this program will enhance Harley-Davidson's appeal, increase sales and profitability, and improve the overall customer experience, supporting growth,” Zeitz said in a statement about the Certified Pre-Owned Vehicle program. The company's program will certify motorcycles up to five years old with mileage up to 25,000 miles (~40,000 km). These bikes will be inspected and backed by a 12-month limited warranty and can be purchased directly through Harley-Davidson. The company will launch the program at the end of April, and more than 300 dealers have already expressed interest in participating. "The biggest competitor to a new Harley-Davidson motorcycle is not an Indian bike, not a Honda or a Suzuki bike, but a used Harley-Davidson motorcycle," said Wedbush Securities analyst James Hardiman. Automobile manufacturers have been using certified pre-owned programs for years. These programs not only drive business growth, but also help build brand loyalty.