Wheels Of Grace Magazine

Volume 8, Issue 3

Issue link: http://cp.revolio.com/i/695454

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Page 32 of 52

32 WheelsOfGrace.com June/July 2016 HARLEY-DAVIDSON KICK-STARTS GLOBAL CALL TO 'LIVE YOUR LEGEND' New Marketing Campaign Shows How Harley-Davidson Can Create Deeper Bonds and Enrich Your Legacy Harley-Davidson announced its newest global marketing campaign: 'Live Your Legend.' e campaign shows how a new Harley-Davidson motorcycle can enable riders to create deeper bonds and share richer experiences – allowing them to live their own legend. "Generations of Harley-Davidson owners inspired the 'Live Your Legend' campaign," said Shelley Paxton, VP Global Marketing and Brand. "For more than 113 consecutive years, riders have told us what they experience on Harley-Davidson motorcycles. It's the freedom, the adventure, the bonds and living life on your own terms – at's the legacy this campaign encourages all of us to pass along." For more information, visit www.h-d.com/today or follow along at #LiveYourLegend. Jen Hoyer HAL'S HARLEY-DAVIDSON NAMED NEWEST 'CUSTOM KINGS' WINNER Fans Crown H-D Dealership's 'General Mayhem' in National Sportster Customization Contest Aer weeks of heated competition and thousands of votes, America finally crowned the next "Custom King." rough six rounds of bike-to-bike battles, fans determined Hal's Harley-Davidson's creation ranks No. 1. A true rolling work of art, "General Mayhem," created in New Berlin, Wis., is a modern day dual- sport bike that can conquer city streets and rural roads alike. "Our vision was a modern day dual-sport bike with an edgy, minimalist look that would appeal to millennials, hooligan riders or the young at heart," said Bud Curtis, team lead at Hal's Harley-Davidson. "We are proud to have built the General Mayhem, our take on a Sportster that we hope can be enjoyed by the masses." In the second year of the Custom Kings competition, all U.S. dealerships were invited to turn a Sportster motorcycle into a custom-of-one work of art. Initial entries were scored by the H-D® styling team based on quality of customization and build, fit and finish, use of paint, design, technique and how teams utilized Harley-Davidson® Genuine P&A. From there, fans took control, selecting the winner in a bracket-style online vote. "Customization is an expression of our riders' individuality, so it only made sense for our fans to select the Custom Kings winner," said Dino Bernacchi, Harley-Davidson U.S. Marketing Director. "We were thrilled by the response from dealers across the country, and Hal's Harley- Davidson served up a striking design that challenged the status quo and took the artistry and quality of the Sportster SuperLow to new heights." Hal's had a unique partner in building its one-of-a-kind ride – the local New Berlin high school BUILD Team. Working together as part of a national BUILD Challenge, the team and their mentors turned the Custom Kings build into an educational experience for the students, opening the road to learning more about the world of motorcycling and sparking their passion for the Sportster's unique style and unrivaled performance. In addition to a shiny trophy and bragging rights, Hal's Harley-Davidson will receive an all-expense paid trip with a VIP tour of Harley-Davidson's Corporate Headquarters, dinner at MOTOR® Bar & Restaurant and a VIP tour of the Harley-Davidson Museum® to see their winning motorcycle on display during the Custom Bike Show/Milwaukee Rally this September. e General Mayhem will remain on display in the Harley-Davidson Museum® through November 1, 2016. Visit www.H-D.com/CustomKings for more information on the Custom Kings Sportster® Motorcycle Customization Contest and to view the winning, one-of-a-kind bike. Jen Hoyer HARLEY-DAVIDSON UNVEILS NEW STRIPPED- DOWN DARK CUSTOM MOTORCYCLE Harley-Davidson Roadster Plays Starring Role in Latest 'Live Your Legend' Commercial e Harley-Davidson® Dark Custom™ lineup has a new addition. With a minimalist, fastback design inspired by classic racing motorcycles, the nimble Harley-Davidson® Roadster™ will inspire a new generation of riders to take to the streets. "Since its introduction in 1957, the Harley- Davidson Sportster has proved capable of constant reinvention, and the Roadster writes a new chapter in that story," said Harley-Davidson Director of Styling Brad Richards. "We've watched our customers take the Sportster in so many different directions. e Roadster is a mash- up of styling genres, but the intent was to build a rider's motorcycle, a Sportster that's lean and powerful and connects the rider to the road." Roadster stars in "Cut Loose," the third commercial in Harley-Davidson's 'Live Your Legend' global marketing campaign that shows how riding a Harley-Davidson® motorcycle can enable riders to create deeper bonds and share richer experiences with friends and family. 'Live Your Legend' Motorcycle Motorcycle Motorcycle Motorcycle Motorcycle Motorcycle

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