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Harley-Davidson To Launch Certified Used Bike Program In U.S.


Harley-Davidson will follow in the footsteps of many car manufacturers and launch a certified pre-owned bike program.
The famed bike manufacturer has been losing U.S. market share due to declining retail sales but demand for used Harleys remains strong. With this in mind, chief executive Jochen Zeitz is heading up a five-year turnaround strategy that will look to expand the brand’s appeal beyond middle-aged and affluent riders,
J.D. Power notes that Harley was the most sought-after brand in the market for used big bikes in 2020. In fact, some Harley-Davidson dealers say that pre-owned bikes outsold new ones three-to-one last year, and with the coronavirus pandemic leading to an increased demand for outdoor recreational activities, this demand may grow further. ....

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REFILE-FOCUS-Harley borrows Detroit's used-car playbook to pursue younger riders


3/8/2021
By Rajesh Kumar Singh
CHICAGO, March 8 (Reuters) - Harley-Davidson Inc has
decided the best way to get younger customers to buy a new
motorcycle is to sell them a used one first.
The Milwaukee-based company plans to roll out a certified
pre-owned bike program, known as H-D Certified, adapting a
strategy carmakers have been following for years to position
well-tended used vehicles as a substitute for low-margin,
entry-level new models.
Harley s embrace of used bikes is part of a new five-year
turnaround strategy under Chief Executive Jochen Zeitz, and is
the latest effort to expand the brand s appeal beyond
middle-aged and affluent riders. ....

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