80 Miles Per Gallon
Posted on 05/04/2008 4:29:56 PM PDT by Diana in Wisconsin
Forget inflation, the economy, your unpaid bills, that pink slip in your locker.
An edgy new Harley-Davidson ad campaign reflects on today's difficult times, finishing with the tag line, "So screw it, let's ride."
The campaign, launched this week with a full-page ad in USA Today, also reminds people that the Milwaukee-based motorcycle maker and the nation in general have endured plenty of pain - and not just lately.
"Over the last 105 years in the saddle, we've seen wars, conflicts, depression, recession, resistance and revolutions," the ad says. "We've watched a thousand hand-wringing pundits disappear in our rear-view mirror. But every time, this country has come out stronger than before. Because chrome and asphalt put distance between you and whatever the world can throw at you."
Harley sales in the U.S. fell nearly 13% in the most recent fiscal quarter as consumers felt economic jitters and closed their checkbooks. Caught in a troubled economy, the maker of Fat Boy and Softail motorcycles said last month it was cutting 730 jobs, including hundreds at its Milwaukee headquarters and Wisconsin factories.
The job cuts are the deepest that Harley has made since at least the 1980s. While taking them seriously, the company also is moving ahead with marketing that reminds people that tough times don't last forever.
"If 105 years have proved one thing, it's that fear sucks and it doesn't last long," the ad says. "So screw it, let's ride."
The new campaign hits home for longtime Harley rider Ben Berlin, who has been using motorcycles to get away from it all for 60 years.
"A ride is something that mellows you out. Your troubles are still there, but you sort of forget them for a while," said Berlin, 82, of Mequon.
The ad campaign has a good message, said Berlin, who describes his rides as therapeutic.
Negating doomsayers
The campaign attempts to negate some of the doomsayers, said Mark-Hans Richer, Harley senior vice president and chief marketing officer.
"We felt that we had a unique ability, and maybe even a responsibility," to counter some of the dark mood out there, Richer said. "And we felt there was some value in saying something that many of our riders were thinking."
Besides USA Today, the "We don't do fear" ad will appear in Sports Illustrated, Military Times, NASCAR Scene and other publications.
The phrase "So screw it, let's ride," might be offensive to some people. But it fits Harley's rebel image.
"I think it's a very clever ad campaign," said Dennis Garrett, an associate professor of marketing at Marquette University.
"It's also very opportunistic in that it's trying to take advantage of the tension that a lot of folks are feeling now," Garrett added.
The ads might not convince non-motorcyclists to buy a bike. But it could boost morale among the Harley faithful, according to advertising executives not involved in the campaign.
With 105 years of practice, Harley has become very good at knowing its target audience, said Kevin Brandt, creative strategist at Core Creative Inc., a Milwaukee advertising and public relations firm.
"They have a great way of capturing the mind-set of their audience and speaking directly to them," Brandt said. "With brands like Harley, that are firmly entrenched in people's lives, there's an emotional connection that other companies don't share. Harley riders feel that connection and want an interactive relationship with the company, other than just riding the bike."
Interactive site
The campaign has an interactive Web site, Harley-Davidson.com/screwit. Soon, riders will be able to share their personal testimonies on the site, which will include dots on a map showing where they're from.
The tone of the campaign is uniquely Harley, Garrett said.
"You could mask the identity of the company on this ad, show it to people, and 100% of them would still know it's them," he said.
Berlin has bought a new motorcycle, trading in his previous bike, nearly every year for the past 15 years.
He has owned Harleys since the mid-1940s when he learned to ride while in the U.S. Army. Not long after that, he worked as a test rider for the motorcycle company - practically a dream job for someone passionate about bikes.
Berlin spent most of his career in automotive sales, hardly a stress-free environment.
"I have been through quite a few recessions, believe me," he said. "It crossed my mind, very slightly once, to sell the bike. Then I just put that thought right out of my head."
Harley’s “screw it, lets ride” is code word for “lets keep our mechanics busy!!”.
Besides, bikes get better mileage. It is my high gas price solution. It is our patriotic duty to ride.
Aren’t Harleys made in China? And I took the Riders Edge course because they implied there would be hot chicks involved and all there was was a couple of biker chicks with tats and missing teeth behind the counter when they was tryin to sell us stuff.
Snapper season is almost here.
I wish I had one of those.
Yes, Harley’s are made by Oriental Elves at the North Pole,
and as far as biker chicks - lower your expectations and you’ll survive nicely. :-)
PS: What were you expecting anyway?? Full set of teeth, soft skin and the ability to make change? pffffft
Try the BMW dealer, i hear if you wear pink, the guys there will love you for it.
I only get 38 MPG with my Electra-Glide.
If I set the cruise at 80, I can drop it all the way down to 35 MPG. If I keep it down to 65 MPH or less, I get a solid 50 MPG. The only performance mods are the Screaming Beagle air cleaner, the “off road” mufflers and a remapping of the ECU by the local dealer. I especially love the “Parade Mode”; it really helps keep the heat down so you don’t cook your inner thigh.
Gotta love that Delphi fuel injection!
“If Gas expenses keep going up there will be a HUGE market for motorcycles of all brands, including Harleys.”
A three hour ride on a Harley is cheaper than a movie, drink and popcorn.
I’ve got a 95CI kit with a PCIII, S&S gear driven TW25 cams, SE airbox and touring mufflers. At 60MPH I average about 42 MPG. That’s about the best I ever do. Hauling the trailer at 80 I get about 27 MPG.
My Yamaha Zuma scooter, however, gets as much as 90 MPG unless I really flog it (which I always do).
The V-Strom averages 45 MPG. It seems to like about 4,500 RPM steadily for max mileage.
The 1948 HD Panhead maxes out at about 40MPH and my ‘72 Triumph is good for 45-57.
My next bike will be some sort of 250 4-stroke model like a Rebel. That should get max mileage and go fast enough to commute the 15 miles to work without using much gas.
The Bagger gets the best mileage, for me. The others, not so much . . .
One of my riding buddies got himself a Geezer Glide last year. Now he’s trying to talk me into getting trailers to haul the camping gear. I gotta ask; ever have a moment when you wished that trailer wasn’t there? Do they ever do anything spooky?
Granted, the Bagger platform is as stable as they come, but still . . .
That's my magic number.
1995 Evo, FLHTC, weisco con pistons .030 over, jugs shaved .015, ev 239 cam, fireball high four ign, 44mm carb with all kits, Screamin Eagle heads (polished, but not ported), SE adjustable Rods, SE hp rockers, 9:25 compression, hooker tuneables (left side shut off), 90,000 miles on the bike, 20,000 on top end.
38 miles to the gallon. :-)
“One of my riding buddies got himself a Geezer Glide last year. Now he’s trying to talk me into getting trailers to haul the camping gear. I gotta ask; ever have a moment when you wished that trailer wasn’t there? Do they ever do anything spooky?”
You hardly know it’s back there except under heavy braking. I have hauled it about 10,000 miles over the years. I only use it when touring with my wife. I haven’t negotiated the dragon with it yet.
Unless you go to the matinee. ;^)
Then it's about the same.
Don’t forget that Harleys are environmentally friendly and PER FEDERAL MANDATE are legally allowed to use the HOV lanes with only the single rider.
Though I must confess, I did not enjoy their Christmas commercial. However their “date” commercial was priceless.
I have always wanted to do the “Rolling Thunder” ride in DC.
I thought one of the neatest photo ops was President GWBush with some of the riders from that event.
But how do you use your cell phone while riding? (without a full face helmet)
If I needed to make a call while riding, I'm gonna pull over. Same thing for receiving a call.
Although, there are bluetooth compatible devices that you can buy that will allow you to make and receive calls while riding.
You probably would need a full face helmet, or at least a full face shield on a 3/4 helmet.
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