Harley Davidson Faces Stiff Competition From Johnson Marine Who Introduces A
New Line
At a press conference late Monday, the CEO of Johnson Marine, makers of
Johnson outboard marine engines and other recreational equipment, unveiled a
new line of heavyweight cruiser style motorcycles designed to compete head
to head with industry leader Harley-Davidson. Peter Long, Johnson's Brands
Marketing Manager said, "We have studied the market and determined that
Harley, while highly successful, has narrowly missed the mark when targeting
motorcycle buyers." Long added, "We at Johnson are convinced that our
product hits the target dead center and promises to draw sales away from
Harley Davidson in a way no other motorcycle has been able to accomplish."
The new line of bikes, marketed under the name Big Johnson Motorcycles,
will, according to Long, deliver what Harley has only promised. "Our
research show that this, a Big Johnson, is what Harley buyers are really
after." At the unveiling of the new line Monday, several current Harley
owners agree. "When I bought my Harley, what I really needed was a Big
Johnson," said one Harley owner. "But I see now that riding a Harley is no
replacement for having a Big Johnson."
Manager Long also said that his company would follow the lead of
Harley-Davidson and cash in on a huge market for non-motorcycle related
products. "We realize that not every guy can have a Big Johnson," said Long,
"But image is very important to people. If they don't have a Big Johnson,
they at least want to project the image of having one."
Asked if he anticipated Big Johnsons showing up in the hands of Harley
owners, Long said it was unlikely. "I just don't see the need to have a
Harley if you have a Big Johnson," he said. "And I can't imagine someone who
spends all their resources to acquire a Harley having a Big Johnson. I think
it boils down to this - You either have a Harley, or you have a Big Johnson,
but you are not likely to have both."
"Given the choice," said Long, "I think most guys will opt for the Big
Johnson."
Another force driving sales for the company will come from women. A survey
of the wives and girlfriends of nearly 1,000 potential motorcycle buyers
indicates less than 5% would approve of their partner spending $20,000 on a
Harley Davidson. But, when asked if they would be willing to pay the same
amount of money to get their partner a Big Johnson, nearly 4 out 5 thought
that would be money well spent.
One female present at the product unveiling was quoted as saying, "There is
no way I will let Lonnie drop 20 grand on another one of those Harleys, but
20 grand to get him a Big Johnson? Well, that's something we could both
enjoy, and it's something he really needs."
Carla Roundheel, manager of the dealership network now being established,
said her motto is simple. "I service what we sell."
Big Johnson Motorcycles will be traded on the New York stock exchange under
the abbreviation PNSNV.
New Line
At a press conference late Monday, the CEO of Johnson Marine, makers of
Johnson outboard marine engines and other recreational equipment, unveiled a
new line of heavyweight cruiser style motorcycles designed to compete head
to head with industry leader Harley-Davidson. Peter Long, Johnson's Brands
Marketing Manager said, "We have studied the market and determined that
Harley, while highly successful, has narrowly missed the mark when targeting
motorcycle buyers." Long added, "We at Johnson are convinced that our
product hits the target dead center and promises to draw sales away from
Harley Davidson in a way no other motorcycle has been able to accomplish."
The new line of bikes, marketed under the name Big Johnson Motorcycles,
will, according to Long, deliver what Harley has only promised. "Our
research show that this, a Big Johnson, is what Harley buyers are really
after." At the unveiling of the new line Monday, several current Harley
owners agree. "When I bought my Harley, what I really needed was a Big
Johnson," said one Harley owner. "But I see now that riding a Harley is no
replacement for having a Big Johnson."
Manager Long also said that his company would follow the lead of
Harley-Davidson and cash in on a huge market for non-motorcycle related
products. "We realize that not every guy can have a Big Johnson," said Long,
"But image is very important to people. If they don't have a Big Johnson,
they at least want to project the image of having one."
Asked if he anticipated Big Johnsons showing up in the hands of Harley
owners, Long said it was unlikely. "I just don't see the need to have a
Harley if you have a Big Johnson," he said. "And I can't imagine someone who
spends all their resources to acquire a Harley having a Big Johnson. I think
it boils down to this - You either have a Harley, or you have a Big Johnson,
but you are not likely to have both."
"Given the choice," said Long, "I think most guys will opt for the Big
Johnson."
Another force driving sales for the company will come from women. A survey
of the wives and girlfriends of nearly 1,000 potential motorcycle buyers
indicates less than 5% would approve of their partner spending $20,000 on a
Harley Davidson. But, when asked if they would be willing to pay the same
amount of money to get their partner a Big Johnson, nearly 4 out 5 thought
that would be money well spent.
One female present at the product unveiling was quoted as saying, "There is
no way I will let Lonnie drop 20 grand on another one of those Harleys, but
20 grand to get him a Big Johnson? Well, that's something we could both
enjoy, and it's something he really needs."
Carla Roundheel, manager of the dealership network now being established,
said her motto is simple. "I service what we sell."
Big Johnson Motorcycles will be traded on the New York stock exchange under
the abbreviation PNSNV.
