Harley Davidson

Harley Davidson is much more than a motorcycle. It is a lifestyle, a sense of community. Someone who purchases a Harley is not just purchasing a bike, but a way of life. The Harley community is wide spread throughout the country. Regardless of whether two Harley riders know each other or not, they are still "family".
The Posse Ride definitely enhances the meaning of the brand. This is a place where Harley riders gather to bond over their common interests. The Posse Ride is a way for consumers to build relationships with other die hard Harley riders, while giving the brand an opportunity to promote itself. Happy customers who feel a sense of belonging are much more likely to promote the brand and continue to purchase their merchandise.
If the company became too involved, it would ruin the brand. Typically, people ride motorcycles for a sense of freedom. Some might say that people who ride bikes are "rebellious" or people who "bend the rules". Consumers want to feel as if it is their choice to be a part of the brand, not that they are being forced into something. If Harley became too commercialized, that would ruin the brand. The dynamics would completely change and Harley would loose thousands of their customers.
If the company were to become more involved, they could create more Harley Routes or gatherings for their riders. Something secretive or something created by consumers for consumers. The most important part is to make the riders feel like they are the ones in control. Something similar to the Nike Run video that was shown in class, Harley riders could map out different routes for other riders to travel as well.