Harley-Davidson CEO Matthew Levatich discusses navigating tariffs, political influence, and the practicalities of domestic manufacturing. He highlights the brand's pivot to electric motorcycles and scooters, detailing how they're adapting their omnichannel sales and long-term strategy to address evolving consumer preferences and climate change. This episode provides a look into how to manage a legacy brand through significant global disruption and seize new market opportunities.
Key takeaways
Understand the true cost and feasibility of domestic manufacturing, considering specific expertise and infrastructure requirements.
Proactively address evolving consumer preferences and environmental concerns by investing in new technologies like electric vehicles, even if it challenges brand tradition.
Develop an omnichannel sales strategy that enhances customer accessibility and experience in a dynamic market.
Integrate climate change considerations into long-term business planning and product development to ensure future relevance.
Prepare to manage significant external pressures like tariffs and political rhetoric by clearly defining and communicating corporate strategy.
Harley-Davidson president and CEO Matthew Levatich talks with Recode's Kara Swisher live onstage at the 2019 Code Conference.
In this episode: The impact of tariffs on Harley-Davidson’s global business; Trump's tweets attacking the company; managing a well-known brand during a trade war; is it possible to manufacture everything in the US?; the expertise required to make things domestically; Harley Davidson’s new electric bikes; the merits of a silent bike; the scooter market; omni-channel sales; competitors; and how thinking about climate change affected Harley-Davidson’s planning.
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What does this episode say about retail & omnichannel?
Understand the true cost and feasibility of domestic manufacturing, considering specific expertise and infrastructure requirements.
What does this episode say about product & merchandising?
Proactively address evolving consumer preferences and environmental concerns by investing in new technologies like electric vehicles, even if it challenges brand tradition.
What does this episode say about supply chain & operations?
Develop an omnichannel sales strategy that enhances customer accessibility and experience in a dynamic market.
What does this episode say about brand & content?
Integrate climate change considerations into long-term business planning and product development to ensure future relevance.
What does this episode say about founder & leadership?
Prepare to manage significant external pressures like tariffs and political rhetoric by clearly defining and communicating corporate strategy.
