Harley-Davidson Is Trying to Cultivate Millennials While Catering to Loyalists

Iconic brand seeks new generation of riders via digital and mobile

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Ever wanted to hop on a Harley-Davidson Iron 883 motorcycle and weave through gridlocked Manhattan streets? How about hitting the expanse of historic Route 66 while feeling your tires on the asphalt and the wind against your skin? Turns out you can—at least virtually.

Those scenarios are just two of the many available to players of the upcoming Ubisoft video game The Crew 2, an open-road racing adventure set to debut in March 2018. The game is one of the unconventional ways that Harley-Davidson, a 114-year-old legacy brand, is reaching out to millennials and women as it looks to broaden its consumer base beyond its core baby boomers.




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This story first appeared in the Oct. 2, 2017, issue of Adweek magazine. Click here to subscribe.