Harley-Davidson’s Rushmore Touring Motorcycles

Harley-Davidson (NYSE: HOG) unveiled its new lineup of 2014 motorcycle models Sunday during the company’s Annual Dealer Meeting.

The star of the show is not a single bike – rather eight new bikes under the banner Project Rushmore. It is the outcome of a new customer-driven product development effort, which Harley-Davidson implemented to re-engineer its touring motorcycles.

According to the company, Project Rushmore encompasses eight new motorcycles that feature improved power and braking performance, enhanced rider ergonomics, and dramatic styling updates.

“Project Rushmore is the first project to reap the benefits of our product development transformation,” said Matt Levatich, president and COO, Harley-Davidson Motor Company.

For Project Rushmore, Harley-Davidson created its global marketing campaign under the “United by Independents” thematic. A :60 television commercial called “Our Night,” that’s fueled by a modern cover of The Beatles’ anthem “Come Together” anchors the fully integrated marketing effort.

The company “crowd-sourced” the global music industry to reimagine the iconic song. Dozens of bands shared its vision, but The Strypes, a young, high-energy rock and blues band from Ireland, rose to the top. The band will use the song as its North American debut.

Additionally, Harley-Davidson “crowd-sourced” the talent for the commercial. Real riders star in the spot and the commercial closes with a montage of the faces of Harley-Davidson fans and employees – all cast through social media.

All new 2014 models, including Project Rushmore bikes will be on dealer showroom floors in the U.S. starting this week.

Photo courtesy: Harley-Davidson Motor Company

RMN News

Rakesh Raman