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.

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