Video: Harley-Davidson Fights Back, Focusing on Software Not Hardware!

Harley-Davidson CEO Matt Levatich made it clear, in order to be successful you have to not only think about the product but the people. Watch this video, where you’ll see a first happen at the @AimExpo in Ohio.

Harley-Davidson is fighting hard for its future and focusing on a cultural shift that will have a ripple effect for the entire motorcycle industry.

Just how much of a shift? Well, a change that is important enough to bring two rivals to the same stage.

Motorcycle Industry First

Harley-Davidson CEO Matt Levatich recently shared the stage with Polaris (PII – Get Report) CEO Scott Wine at the American International Motorcycle Expo @AIMExpo. He passionately and blatantly spelled out that his company’s mission to build the, “next generation” of motorcycle riders. “Our future must be more about the software, not digital code software, but people. And how they think, why they ride and in fact maybe why they don’t ride,” said Levatich.

Focus on Software

He went on to say that instead of thinking about the hardware that makes the motorcycle, it’s the people who need to be kept in mind. In an era of technology that has been fixated on the latest trends such as Amazon.com Inc. (AMZN – Get Report), Netflix (NFLX – Get Report) and Hulu, he stated it’s making it more difficult to get the next generation of riders attention. “We, all of us are competing with anything out there that captures people’s attention that pulls what spare time and limited cash they might have.”

“It is after all not really about the hardware, it is all about the software, the mind ware of riding.”

CEO Speaks Following Earnings Report

Harley-Davidson is fresh off a better-than-expected third quarter but quarter wasn’t without its continued challenges, especially in the U.S. market.

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