In keeping with its Hardwire strategy, Harley-Davidson (Harley) is launching its “Harley-Davidson Certified™” program. According to a Harley-Davidson press release, Jochen Zeitz, Harley -Davidson’s Chairman, President, and CEO, says:
“H-D Certified is a strategic effort to strengthen our competitive position and is part of our new approach to the used motorcycle marketplace, aligned to the strategic priorities of The Hardwire, while supporting growth. We believe this program will drive Harley-Davidson desirability and enhance the overall customer experience, allowing more riders to have access to our motorcycles and provide them with an added level of confidence in their purchase.”
According to Harley, the program is designed to take the worry out of purchasing a pre-owned Harley motorcycle. Each Harley-Davidson Certified™ previously owned motorcycle will be subject to a 110-point quality assurance inspection by certified Harley-Davidson technicians. Dealers will also verify that the bike has no open recalls “…a blocked VIN”, has not been in a major accident, and that all scheduled service is up to date. Also, to qualify as Harley-Davidson Certified™, the motorcycle must be no more than five model years old and have less than 25,000 miles of use.
Interestingly, Harley says that motorcycles with aftermarket modifications to the engine or transmission or “major chassis or electrical modifications” will not qualify for Harley-Davidson Certified™ status. But Harley also sells aftermarket engine and chassis parts. Will motorcycles equipped with factory accessory parts qualify for Harley-Davidson Certified™ status? Perhaps will revisit this question in the future.
Also, a Harley-Davidson Certified™ previously owned motorcycle will be sold with a 12-month limited warranty on the engine and transmission. Harley will also throw in a complimentary one-year membership in the Harley Owners Group (H.O.G.). It includes member benefits like roadside assistance and special financing rates through Harley-Davidson
Financial Services to qualified customers.
Harley notes that not all dealerships may participate in the new program. The decision is up to each individual dealer.
Congrats to Harley for developing a plan that provides additional revenue streams through multiple channels for the same product.