Harley-Davidson's new strategy for Mexico required adaptation to new media and audiences. The challenges facing the brand in the world also impact the entire continent. Since the captive audience of the brand decreased, it was necessary to direct the efforts to a new segment; one younger, more ephemeral and with multidimensional expectations around the environment, consumption and the future.
A whole new generation
One of the challenges of Harley-Davidson is to speak differently and on different topics to a whole new generation.
The brand also faces the need to venture into the development of new technology that allows to put everything to its historic motorcycles.
Clean energy. Dirty soul.
The development of the Live Wire also became a challenge since the consumer (traditional) public of the brand did not see it with enthusiasm. Therefore, a change in speech was necessary.