First and foremost, Harley-Davidson done a good job for its Harley Owners Group (H.O.G) program by giving a one year free H.O.G membership to their customers, this program would make the new members active with their Harley and keep the company close to its customers. In the subsequent year, if they renewed their membership, the members could continue to enjoy various discount and benefits such as invitations to events, for example short rides, major destinations rides, charity functions as well as new bike model launches.

Harley-Davidson position the brand very well by locate the brand in the minds of consumers to maximize the potential profits to the firm. As we are aware, positioning a product is an important process to design a company’s products or services and image to occupy a distinctive place in the mind of the target market (Iacobucci 2015). H.O.G program provides a platform for the owners “to ride and have fun”. This creates a community among H.O.G chapters in different countries for the Harley lovers to share their passion. Outing of a group of Harley riders is a time to create bonding and portray the image of freedom and adventure. As a result, membership of H.O.G increased over the years, not only men but also women. H.O.G also organize events for children and other family members. The activities make Harley-Davidson a desired brand that people would like to associate with as it is linked to an aspirational lifestyle.

Another extraordinary customer experience would be H.O.G organized charity event regularly during rally. Giving back is one of the way to promote responsible citizenship. This is aligned with the corporate social responsible (CSR) in many firms. By giving back and contribute to the community, H.O.G members portray a positive image to the society.

H.O.G members across the continents consistently participate in rallies