The societal environment has had a significant impact on Harley-Davidson motorcycle sales in 2007. The economic downturn in the US economy resulted in reduced production and shipment of motorcycles until there is an improvement in the economy. This is due to factors such as low interest rates, rising gas prices, and increased unemployment.
However, it is important to note that despite these challenges, international retail sales for Harley-Davidson have actually increased by 13.7% in 2007. Specifically, compared to 2006, production sales have risen by 15% in Europe, while retail sales have increased by 3.6% in Japan, 9.4% in Canada, and an impressive 23.7% in other international markets.
In addition to economic factors, technological advancements have also played a role in shaping consumer expectations. To meet these expectations and maintain brand loyalty and reputation, Harley-Davidson has utilized information technology to develop higher quality and more reliable traditional motorcycles.
E-commerce has revoluti
...onized the way consumers access information on different product models. They can easily compare functionalities and make informed decisions before purchasing. Moreover, consumers can also find finance information to determine their financing amount and down payment. Harley-Davidson meets shoppers' needs 24/7. However, when it comes to developing unconventional motorcycles, Harley-Davidson lags behind competitors.
Harley-Davidson has embraced environmental practices company-wide in response to federal, state, and local environmental regulations. These laws monitor and regulate air, water, noise, and fuel pollution. The company holds certification from the US Environmental Protection Agency to ensure compliance with emission and noise standards during motorcycle manufacturing. Additionally, they meet California Air Resources Board's (CARB) emission standards.
Harley-Davidson's Research and Development Team investment enables the company to create eco-friendly products by minimizing air pollution, reducing wastewater and solid
waste during manufacturing. The company also promotes a paperless environment to reduce paper usage internally.
To adhere to safety regulations, Harley-Davidson mandates motorcycle renters and passengers to sign an agreement committing to wear an approved helmet while riding, as required by the helmet laws of 1966 and 1992.
In response to evolving market demands, Harley-Davidson has shifted its focus from targeting affluent males towards women. Leslie Prevish, appointed as the Women's Outreach Manager, aims to boost sales up to $300 million through strategies like hosting garage parties that educate women on handling a 750-pound motorcycle and other essential skills.
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