The Harley-Davidson network’s strategy in the face of the coronavirus

How is the Harley-Davidson motorcycle dealer network reacting to the Covid-19 crisis? What actions have been put in place to relaunch activity since deconfinement? Answers in our MNC interview with Manoël Bonn, Harley-Davidson France Marketing Director. Interview.

Harley dealers take on deconfinement

All motorcycle manufacturers are heavily impacted by the effects of the coronavirus pandemic, which in France is reflected in a drop in sales from and to. Bye bye the double-digit annual growth ambitions that the + 24% at the start of the year led to hope…

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For this crisis comes in a context of general decline in sales in the world (344,000 motorcycles in 2006 Vs 218,000 last year!), Despite the ambitious plan to revive its. Not to mention the unconvincing reception given to its dear LiveWire electric motorcycle … More upsetting for Harley: this downturn mainly affects its first market, the United States, one of the countries most affected by the coronavirus.

• MNC of March 6, 2020 : Harley CEO resignation, review and outlook
• MNC of May 7, 2020
• MNC Interview : Confined … with Manoël Bonn, Harley France Marketing Director

As explained by, the Milwaukee brand is increasing its initiatives: Manoël Bonn, Marketing Director of Harley-Davidson in France, explains the strategy implemented in the 59 French dealerships to deal with the virus and once again attract bikers to the chrome of the Motor Company…

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Interview Manoël Bonn (Harley-Davidson France)

• How your network got through containment ?
• Why don’t you offer an extension of the manufacturer’s warranty to compensate for the immobilization of motorcycles during confinement? ?
• Are you considering offering a free insurance ?
• What other measures do you plan to attract customers ?
• What are the first feedbacks from your dealers on customer behavior since deconfinement? ?
• Do you have any idea of ​​deferred and upcoming purchase intentions ?

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