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In a new “integrated marketing campaign” announced Wednesday, Harley-Davidson will attempt to “break the stereotype of who rides Harley-Davidson motorcycles and how they ride them.”
The campaign’s dubbed “Roll Your Own.” It features real Harley-Davidson owners and puts emphasis on the company’s Street 750 
model.
“The new work shows there is no one way to ride a Harley,” said Dino Bernacchi, U.S. marketing director at Harley-Davidson. “The new creative is about each rider defining their independence and attitude, whether kicking up dirt on the track or sliding through the curves on ice.”
The company reported, “This spring U.S. dealers will compete in a bike build-off battle with the Street 750 motorcycle being featured throughout the campaign. Bike builds will happen around the country, and in the end, one dealer will ultimately be crowned the ‘Custom King.’ The resulting customized Street motorcycles will roll into all major Harley-Davidson promotions and among the company’s promotional partners, including UFC® and ESPN X Games.”
The “Roll Your Own” campaign will utilize TV spots, print ads, online ads and social content. Here’s an example of one of the TV commercials:
I think HD sees the writing on the wall. Look, they even have an electric motorcycle!
Nonsense!
Harley Davidson has been capitalizing on their bad guy image to sell motorcycles since its beginning. If it wasn’t for their anti-social portrayal, HD would have gone bankrupt years ago. Everyone knows technology and value isn’t their strong suit.