Harley-Davidson selects Golin for brand building work in China

10 September 2021 Consultancy.asia 2 min. read

Iconic motorcycle brand Harley-Davidson has selected Golin as its new corporate reputation and communications consultancy for the Chinese market.

With one of the largest fanbases in the world of motorcycles, Harley-Davidson is a leader in the middle-weight and heavyweight motorcycle segments. Founded in 1903 in the US, the company sells between 150,000 to 200,000 models per year, with the US by a distance the company’s largest market. Asia Pacific however, and China in particular, are seen as a market of growing importance for the coming years. 

In a request for proposal invitation sent to major communications consultancies operating in China, Harley-Davidson stated that it is seeking to “expand the appeal of its brand and motorcycles in China by focusing on the company’s strong sense of originality, premium experience, and personalisation.” 

Harley-Davidson selects Golin for brand building work in China

Several industry majors pitched for the contract (financial details have not been disclosed), with Golin coming out on top as the supplier of choice. Lydia Shen, Managing Director of Golin in China, welcomed the win with delight: “Harley-Davidson is not only the greatest motorcycle brand in history but is also one of the most admired lifestyle brands in the world, and we are thrilled to be partnering with them.”

The Chicago-headquartered communications and public relations specialist was awarded the contract by “demonstrating its track record of driving clients’ business through data-driven creativity combined with culturally relevant consumer insights and integrated storytelling capabilities,” said Shen.

“We will work closely with Harley-Davidson’s marketing team to enhance the brand appeal, aligned with the brand’s strategic five-year plan to target profitable growth and increase brand desirability.” Key activities Golin will support include product launches, brand campaigns, dealer communications, brand partnerships, and consumer activations.

Golin has also been tasked with inspiring a new generation of Chinese riders into the saddle by convincing them to “live to ride and ride to live” – the motto of Harley-Davidson and its riders.