What is the Harley-Davidson “experience” in terms of customers’ motivations, attitudes, and emotions? How does Harley-Davison foster this “experience” through its marketing strategies?

Harley-Davidson has been in the motorcycle business since 1903. According to the company’s website, its mission is “. . . in fulfilling dreams and providing extraordinary customer experiences through mutually beneficial relationships with our stakeholders.” This video case examines how Harley-Davison uses companysponsored activities to deepen relationships with customers.