Harley-Davidson Takes A Hard Right Turn

It appears Harley-Davidson advertising has yanked the brand far to the right.  In a full page ad appearing on the back of today's USA Today sports section, the American motorcycle company has chosen the risky strategy of embracing political speech. 

The ad, whose copy reads:

"It's  A Free Country.  But Have You Felt Like That Lately?"  continues in red and blue typeface over an image of a biker flying the Stars and Stripes "Has the torch of liberty gotten a little dimmer?  Is it starting to feel claustrophobic inside the safety net?  Do we still live in the home of the brave?" 

The idea appears intended to stir up fears of alienation and feelings of working-class resentment most notably expressed by far right wing groups like the Teabaggers and Birthers.  The ad encourages readers to go to their website and upload their own message about freedom.  Clicking through the 400+ comments posted to the site, most of them are harmless reflections on the freedom of riding a motorcycle.  But some take the a decidedly "anti" tone.  Anti immigrant, anti government, etc.

  

It's a peculiar, and risky, strategy to align a consumer brand with political speech, especially at a time when aligning yourself with one side means alienating yourself from the other.  But maybe H-D doesn't care about half the country.  Maybe they've decided that only one kind of Americans are fit for their bikes.  

Comments

[Adisa]

I agree with your assessment of this Harley campaign. I'm a Harley rider and an Obama supporter. With this campaign the HD corporation is positioning themselves firmly on the right, politically. I usually keep my political positions to myself but in response I think I'll put an Obama sticker on my Harley.

[Charles]

This wont go down well but generally speaking my experience of selling Harley Davidsons to the American Military when I was 23 was what seemed like cloying desire to own a pecker that counted. All of them were obsessed with tough which is precisely the quality I avoid like the plague when assessing who I can trust in a shit situation.

I confess that I'd have a sportster in a heartbeat but only because the style is my kinda thing. I'd probably wear as much gay/metrosexual clothes as I could get away with. Maybe a D&G leather at a push but none of that proud to be sweaty bollocks. They aren't great bikes. Any clued up bike fiend knows that the Hollywood screen dudes who are literate and stylish insist on a Ducati or Moto Guzzi for the discerning biker addiction to be properly addressed.

A few are the exception to this generalist observation. Mickey Rourke could ride a monocycle and still have it going on. A few others too but I wont bore you any more with my punditry ;)

[Jim]

This is America baby!!!! If you don't like what it sounds like, don't listen. If you don't like what it says, don't read it. If Harley chooses this type of ad and it offends you, don't buy one. For God's sake get a life and don't worry about the small stuff !!!!

[Shockadelicaust]

How dare a corporation imply a political position on anything! They aren't supposed to care or stand for anything, just sell, sell, sell!
In case you haven't noticed HD has always had an "outlaw" branding, and right now in America, right wing = outlaw (just ask Homeland Security).

[bobber]

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[Harley Davidson Decals]

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[coach bags]

Yeah, you're right.*

[phoenix insurance company]

if you plan to rent out or lend your motorhome to anybody including family.