Looking for a used Harley-Davidson with a warranty? Soon buyers will be able to obtain certified pre-owned motorcycles from their Harley-Davidson dealers. By borrowing a strategy that is already popular in the car industry, the Motor Company hopes to attract a younger clientele willing to buy a used bike that may not be ready to purchase a new one. The hope is that once Harley-Davidson and its dealers establish a relationship with these riders, they will be converted into loyal consumers.

The Road To Loyalty Via Lightly-Used Bikes

A pair of riders on Harley-Davidson Fatboys.
Via: Harley-Davidson

It is no secret that Harley-Davidson has seen a steady decline in new motorcycle sales for the past six years. Leadership at the Motor Company, starting with CEO Jochen Zeitz, aims to remedy that downward turn by instituting an array of new programs and initiatives under a directive referred to internally as Hardwire. The new certified pre-owned offerings, which over 300 dealers have expressed interest in, will begin in late April as part of this grand strategy to bring new buyers to the brand.

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In order to qualify for the program, used Harley-Davidson motorcycles can be up to five years old with an odometer reading of under 25,000 miles. The bikes will then receive a complete dealer inspection and will be backed by a 12-month limited warranty. Additionally, buyers will be able to apply for Harley-Davidson financing on the purchase of these certified pre-owned motorcycles, which is not available on their other used bikes.

Harley-Davidson Aims To Avoid Competition From Used Bikes

A rider on a 2017 Harley-Davidson Wide Glide.
Via: Harley-Davidson

In discussing the significance of the certified pre-owned approach with Reuters, CEO Jochen Zeitz said, "We believe this program will drive Harley-Davidson desirability, increase sales and margins, and enhance the overall customer experience while supporting growth." While the current pandemic has driven up motorcycle sales across the industry, Harley-Davidson reported a disastrous fourth quarter in 2020. One thought is that instead of new models, Harley-Davidson buyers are seeking out used bikes. As a manufacturer that prides itself on quality and nostalgia, Harley-Davidson is finding that desire for new models is not as high as expected because consumers, especially price-minded ones, are perfectly content with a used bike.

Applying the old adage, "if you can't beat them, join them," Harley-Davidson has apparently seen the light. They will begin selling used bikes under the new corporate plan and to drive up demand for new motorcycles, they have also started to limit production. Additionally, entry level models like the Street have been eliminated from the lineup, as the Motor Company has realized their buyers want the iconic models, not cheap imitations. As stocks and sales continue to decline, Harley-Davidson has been forced to institute some radical measures, but given the success of certified pre-owned programs across the auto industry, this decision seems like a logical next step to try and curb the issues involving competition from used bikes.

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