Motorcycles are dangerous...

I was 19 years old.
My friend had a Honda motorcycle CBR 400 he needed to sell.
I knew nothing about motorbikes except I wanted one.
So I bought it at the end of the summer for $1000.

My grandma, who was dying with cancer, was concerned.
Her first, last and only lecture she gave me was about the reputation of bikers and the danger they presented..
I left her bedroom crying that day.
On her deathbed, I bought something she was vehemently opposed to.
Despite that, I have a light inside of me for motorcycles.

When you think of motorcycles, you think of the free, rebellious cowboys on two wheels with nothing between the driver and traffic but a plastic bucket strapped to their heads.

No seat belts.

No air bags.

No windows.

No anti lock brakes.

No front end crumple zones.

You get hit on a motorbike, no matter how light of a tap, you get hurt.

Not everyone wants to ride a bike.

It's dangerous.

It's deathly.

It's free.

Some hate them.

Some love them.

There's freedom in giving society's safety rules the middle finger while cruising down the road with the wind flowing through a T-shirt on a summer day.

Those who are frightened, buy cars.

There were over half million new motorcycles sold last year in the United States.

32% are Harley Davidson.

Harley is synonymous to the American psyche. Loud and proud. They are the rebels in the category. 

Is it any wonder why Harley is the market leader in the United States?  

Bikers and Americans, by default, believe in the same things as Harley.

Talk to a non Harley owner and they'll tell you all the reasons Harley Davidson is an inferior brand. 

Some buy on price.

Others buy on a relationship with another brand like Honda, BMW or Indian. 

The market leader is still Harley Davidson.

They sell more bikes for more money than any other manufacturer in the US.

It stems from the congruent belief of the brand and the people buying the product.

It's easy to own a Harley when you hear they have the same values as you.

Not everyone wants a bike.

Not everyone wants a Harley.

But those who agree with Harley Davidson's Core Values, WILL buy one, when the time is right.

No need to discount the product for these types of customers. We call them relational buyers.

Relational buyers are the best buyers a business can have. 

They are looking for a feeling, not a saving.