Building on the 40-year history and success of its Harley Owners Group, the largest factory-sponsored motorcycle club in the world with more than 500,000 members, Harley-Davidson launched its new H-D™ Membership program. “H-D Membership is an industry-leading community platform and membership program that will bring together riders and moto-culture fans under the United We Ride banner to connect, engage and ride with one another,” proclaims The Motor Company. But what is in it for the ultimate community builders — local dealers?
“Our community is at the heart of everything we do – building on the success of the Harley Owners Group, H-D Membership will enhance the way in which we engage with our members, leveraging modern tools to connect riders, deliver new benefits and create new experiences,” said Jochen Zeitz, Chairman, President and CEO, Harley-Davidson. “We’re excited about giving our community of riders and non-riders a new way to connect on and off the road, while ensuring we deliver unique and tailored content to really make their experience with the brand as personalized as possible.”
H-D Membership will offer riders and non-riders new benefits to further unlock the benefits of the unique moto-culture community:
New app experience – The revamped H-D® app, now exclusive for members, has been designed to connect and engage with the wider community. Members can now explore new digital and social tools that enable sharing of experiences, and for members to learn and be inspired by each other. With the help of member profiles, member groups, ride planning and sharing and numerous other tools, members can engage both on and off the road, making these new offerings exciting additions to maximize the H-D experience.
Unique and personalized content – H-D Membership creates special access to the H-D brand. Tailored to a member’s individual lifestyle and riding interests, members will have access to information on new products, special membership events, curated H-D content (e.g., educational riding, moto-culture inspiring, H-D community), and much more.
Expanded benefits – H-D Membership provides high-value benefits both on and off the bike such as roadside assistance, motorcycle service, unique member products and more. Additionally, members gain access to exclusive benefits and special offers through collaborations with Hilton®, SiriusXM, AT&T, EagleRider Rentals, the Fuel Rewards® program at Shell and Tentrr (two-wheel friendly camping).
Introduction of loyalty rewards – With the new H-D Membership program, members will earn points for purchases of H-D® products at participating Harley-Davidson® dealerships and online at H-D.com. Members will also earn rewards for engaging with the community by sharing great content, riding together, attending events and completing challenges. Members who also hold the Harley-Davidson® Visa® card can earn even more points and enjoy extra redemption options and benefits.
But what is in it for the ultimate Harley community builders, the dealers themselves? “Interesting that it doesn’t mention H-D Dealerships in the “personalized experience” bullet-point, but at least included Dealers in the “reward” portion,” notes an experienced community builder. The fine print states:
Connect with the community on the H‑D App, and gain points to redeem rewards on H‑D online orders and at authorized H‑D dealers.
“Many HD Dealers were utilizing an outside service provider to give points to customers for most of their purchases, that the customers could redeem for money off a future purchase,” explains a dealer. “I believe HD contracted with them to do the same, except that HD is now charging the dealers for the program — so the monthly cost went way up.” Some dealers are opting out of the program: “I didn’t sign up for it since customers can use this new membership program at any store, where the program we choose to use is for our store only. Earn here, redeem here! Meanwhile many customers will be using the points for online purchases from HD, rather than redeeming them in my dealership.”
What does membership mean to your community? Click here to learn more about H-D Membership:
