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Harley-Davidson Launches H-D™ Loyalty Membership



The storied American brand introduces a new community platform and membership program 

Harley Davidson™, USA is one of the nation’s most beloved brands and a pioneer in creating both community and passionate customer loyalty. Building on its 40-year history and the success of its Harley® Owners Group, the brand announced its new H-D™ Membership program. H-D™ Membership aims to be an industry-leading community platform and membership program that strives to bring together riders and moto-culture fans under its’ United We Ride campaign to connect, engage, and ride with one another. 

H-D Membership will let riders and fans enjoy a personalized experience of in-app social features, riding benefits and access to the Harley-Davidson brand. With the H-D™ Membership, the brand hopes to inspire a new and positive hub for all things moto-culture – serving as inspiration to riders and non-riders alike. 

"Our community is at the heart of everything we do – building on the success of the Harley® Owners Group, H-D™ Membership will enhance the way in which we engage with our members, leveraging modern tools to connect riders, deliver new benefits, and create new experiences," said Jochen Zeitz, Chairman, President and CEO, Harley-Davidson®. "We're excited about giving our community of riders and non-riders a new way to connect on and off the road, while ensuring we deliver unique and tailored content to really make their experience with the brand as personalized as possible." 

H-D™ Membership will offer riders and non-riders new benefits to further unlock the benefits of the unique moto-culture community. 

Engaging App Experience  

The new iteration of the H-D® app is now exclusive for members and has been designed to connect and engage with the wider community. Members can explore digital and social tools that will enable sharing of Harley Davidson experiences, and for members to learn and be inspired by each other. By utilizing data gleaned from member profiles, member groups, ride planning and sharing and numerous other tools, members can connect and engage both on and off the road with other moto-culture enthusiasts. 

Highly Personalized Content 

H-D Membership will give members special access to the H-D brand experience, giving them an enhanced experience via tailored content that connects directly with a member's individual lifestyle and riding interests. Members of the new loyalty program will also have exclusive access to information on new products, special membership events, additional curated H-D content (e.g., educational riding, moto-culture inspiring, H-D community), product launches, and more. 

Exclusive Benefits 

The new Membership program further rewards its members with high-value benefits such as roadside assistance, motorcycle service, and unique, branded products. Additionally, members gain access to exclusive benefits and offers through Harley’s strategic collaborations with brands like Hilton®, SiriusXM, AT&T, EagleRider Rentals, the Fuel Rewards® program at Shell and Tentrr (two-wheel friendly camping). 

Introducing Loyalty Member Rewards 

One of the most exciting and compelling aspects of the new H-D Membership program is that members will earn points for purchases on H-D® products at participating Harley-Davidson® dealerships and online at H-D.com. Members can also earn rewards for interacting with the community by sharing great content, sharing riding excursions together, attending sponsored events, and completing challenges. Members who also have the Harley-Davidson® Visa® card can earn even more points and enjoy extra redemption options and benefits. 

H-D™ Membership is free for all participants, offering multiple ways for members to tailor their experiences, engage with the H-D community and earn rewards. The H-D™ Membership plan endeavors to engage the broader riding community and H-D™ brand fans, while extending support to members who are new to the biking world. The brand hopes H-D™ Membership will connect, empower, and reward its community, enhancing the H-D™ experience. Members can download the H-D app to stay up to date on special events, including the Harley-Davidson® Homecoming™ Festival, scheduled for July 13 – 16, 2023. 

H-D™ is launching its new Membership program first in the United States and will continue rolling it out across its regions over the next year. 

Read More about Harley Davidson: 

Harley-Davidson Aims to “Build” Riders to Expand Brand Loyalty 

Harley-Davidson To Amplify Brand Power To Attract Riders (motorsportsnewswire.com) 

Research & Reports on Customer Experience & Loyalty 


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