“Our aim this year is to really wow consumers,” Walters said. “We want them to see, feel and hear us wherever they are in the Daytona area. We really want them to know something big is happening at Harley-Davidson.”
The vast majority of riders who have brought their bikes to Daytona have arrived on Harley-Davidson motorcycles, as is the case with most motorcycle rallies held across the country, Walters says.
“But we want to excite all motorcycle enthusiasts, whether or not they are on a Harley, and those who are new to the sport, as well,” Walters said.
Harley-Davidson’s expanded footprint at the Daytona International Speedway offers motorcycle demo rides and a selection of new Harley-Davidson MotorClothes for purchase, including Willie G. and H.O.G. Commemorative Merchandise.
Harley-Davidson motorcycles from the popular Sons of Anarchy television series and The Avengers movies are also on display.
“We have a number of experiential displays where people can interact with our products, whether it’s by taking one of a 100 new 2016 bikes out on the road or taking part in a JumpStart simulated riding experience,” Walters said.
Bike Week activities in and around Daytona Beach have included a Main Street Party, a new Muscular Dystrophy Association Women’s Ride, a pair of H.O.G. Rally Rendezvous events and a new Editor’s Choice Harley-Davidson Bike Show.
Several local Harley-Davidson dealers are also hosting activities at their dealerships where riders can visit vendor booths from all over the industry and customize their bikes with the latest Harley-Davidson parts and accessories.
Fully aware competitors are taking pages out of Harley-Davidson’s marketing playbook when it comes to events like Daytona Bike Week, the company is committed to finding more and better ways to connect with consumers.
“Imitation is the greatest form of flattery, but we always set the tone, and we are the market leaders,” Walters said. “We feel confident in the strength of our brand. We know all of this will blow the socks off of consumers.”