The relation among "Culture, Consumption and Marketing"

The three things has a interesting relation among them. 

•    great Marketing should be able to create Culture and fantasies like what Harley-Division did.  
•    The other way around, Culture guides Marketing  

Harley-Division created an iconic American culture-freedom, individualism, rebel and liberation. It became one of the most iconic symbols of American lifestyle. Its cool design and loud noise give riders unlimited amount of fun and enjoyment. 


However, the changing culture (consumer behavior) reversely affect the brand and guides its way. As reported, 
Negative news stories regarding motorcycle noise have increased 400 percent over the past 10 years. In the last year, communities across the United States have upped their efforts to curb motorcycle noise-one element of HD soul. Some communities have instituted outright bans on motorcycles. Even traditional motorcycle rally locations like Laconia, Daytona, and Myrtle Beach have had controversies regarding noise at their events this past year.

Worldwide, motorcycle noise is becoming more heavily restricted. Europe and Japan now require lower than U.S. dB(A) levels for new motorcycles right out of the box. In Australia, for example, a permanent label must be affixed and remain on to signify legal pipes. Annual inspections are also required. 


In a message posted on the Harley-Davidson website, CEO Jim McCaslin asks riders to recognize and consider the consequences of loud exhaust pipes. With this step, Harley returns to the forefront in addressing the issue of motorcycle noise by persuading riders to change for lower noise pipes



COO of HD