Motorcycle manufacturer Harley-Davidson has turned to Amazon to boost sales of its apparel and riding gear. “The reach Amazon offers is critical to building stronger customer relationships”, said Heather Malenshek, Senior Vice President of Marketing and Brand for Harley-Davidson, in a statement. The brand’s merchandise was only sold on its official website until now.

Malenshek explained that the decision to use Amazon’s marketplace is part of the company’s strategy to reach out to younger customers. “We have an opportunity on Amazon to showcase our brand, to grow reach, relevance and access -- and ultimately, the opportunity to bring new riders into our Harley-Davidson family”. In the statement, Harley-Davidson identified “the new generation” as a “key focus” for the company going forward. Dropping sales have caused its shares to go down 10 percent since January.





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