What should Harley-Davidson do to win new riders while holding onto its core customers?

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Milwaukee’s Harley-Davidson Inc. is at a crossroads – the company is seeking to win new customers among younger riders, women and minorities, while retaining its core customers in the Baby Boomer generation, while it needs to lower production costs because of lower sales volumes.

In its July 23 edition, BizTimes Milwaukee asked several prominent authors and business executives how they believe Harley-Davidson could overcome those challenges. The package of stories also includes an interview with Mark-Hans Richer, the company’s senior vice president and chief marketing officer, who discusses how Harley is reaching new customers and introducing new products, while retaining its corporate identity and iconic brand.

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