Harley Davidson SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

SWOT analysis of Harley Davidson analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Harley Davidson SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Harley Davidson to benchmark its business & performance as compared to the competitors and industry. As of 2020, Harley Davidson is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Harley Davidson competitors and includes Harley Davidson target market, segmentation, positioning & Unique Selling Proposition (USP).

Harley Davidson SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table

Harley Davidson

Parent Company

Harley Davidson





Tagline/ Slogan

Escape; Respect; Life is a highway; Cage Free Humans


Harley Davidson is the most popular branded cruiser motorcycle with a popular brand legacy

Harley Davidson STP
Harley Davidson Segmentation

Men looking for cruiser bikes and motorcycles

Harley Davidson Target Market

Affluent upper middle and upper class men in metros

Harley Davidson Positioning

Harley Davidson is a bike for the men who want to have respect in life and on the road

Harley Davidson SWOT Analysis
Harley Davidson Strengths

Below are the Strengths in the SWOT Analysis of Harley Davidson:

1. Harley Davidson is a leader in motorcycle innovation
2. Harley Davidson has a strong brand equity and brand loyalty
3. The company has a strong financial position owing to good sales worldwide 
4. High quality products are manufactured by the company 
5. Social Media, biker groups and merchandising has made Harley Davidson a very popular iconic "cult" brand
6. Good product range offered by the company

7. Harley Davidson is available in more than 60 countries worldwide

8. The brand has excellent marketing and branding across the world

Harley Davidson Weaknesses

Here are the weaknesses in the Harley Davidson SWOT Analysis:

1. Strong competition from other motorcycle manufacturers means limited market share growth for Harley Davidson

2. The company often faces allegations over polluting the environment

Harley Davidson Opportunities

Following are the Opportunities in Harley Davidson SWOT Analysis:

1. Emerging markets and expansion abroad can be a big opportunity for Harley Davidson
2. Product diversification and services expansion can increase its business 
3. Expanding demographics can be a way to expand business

Harley Davidson Threats

The threats in the SWOT Analysis of Harley Davidson are as mentioned:

1.Competition from other manufacturers can affect Harley Davidson's business
2.External changes (government, politics, taxes, etc)
3.Lower cost competitors or imports
4.Product substitution is a threat for Harley Davidson as many motorcycle brands are available

Harley Davidson Competition

Below are the top 3 Harley Davidson competitors:

1.Royal Enfield
2.Suzuki Boulevard


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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