While it may not be considered “kosher,” Jeffrey Bleustein — chairman of the board and CEO of Harley-Davidson, Inc. — is definitely a “H.O.G.”
Bleustein and his wife, Brenda, will head to Washington, D.C., in late August to lead one of four cross-country rides to Milwaukee to celebrate the company’s 100th anniversary Aug. 28-31.
Recalling his first such ride, Bleustein said, “The first [ride] we led began in Orlando for the 90th anniversary. I’ll never forget the emotion of riding over the first bridge into Milwaukee. It was filled with people cheering and waving flags. We were coming home and the tears ran down our faces.
“Even though we were more prepared for the 95th, the same thing happened. It’s so overwhelming to get such a welcome.”
Bleustein joined the company in 1975, and throughout his career has served as vice president of engineering and of the parts and accessories division, and as president and chief operating officer.
In a recent interview at his office, which is filled with memorabilia, he said, “I suppose like a lot of other nice Jewish boys, I was forbidden by my parents to ride on a motorcycle. But I did sneak a few rides as a teenager. I wasn’t obsessed, but I think as a kid I always looked at Harleys in awe. Back then, I never dreamed motorcycles would become so entwined in my life.”
Plans for the company’s 100th anniversary celebration began the day after the 95th, he said.
“We met immediately to discuss the good and the bad parts of that event while everything was still fresh in our minds. We then put it away for a few short months before plunging into the monumental task of organizing a world-wide celebration.”
Softening their image
Although the anniversary event focuses on fun and excitement, the company’s goal remains to attract new customers.
“We’ve made a conscious effort since the 1980s to soften our image somewhat and be more welcoming to a broader group of people,” Bleustein explained. “And our intent has been to improve the image of motorcycling as sport.”
Another image booster for Harley has been becoming a corporate sponsor for the Muscular Dystrophy Association. “We introduced a charitable component into the business mix in 1982 and have since raised more than $40 million. Our goal for the 100th is raise another $5 million,” Bleustein said.
He continued, “Adding this dimension has helped our image because the public thinks ‘bikers can’t be so bad if they do good things.’ And, honestly, it makes us all in the Harley family feel good.”
Further, the company has worked with its dealers to upgrade the company’s stores. “We felt it was important to improve the merchandising and become more family- and female-friendly. Some of the dealers were worried that the typical client would miss the oily floors and dingy atmosphere, but the changes have proven to be very positive,” he said.
And who would have ever anticipated such a surge of ridership among the Jewish
community?
“I guess I would have expected my peers to buy a sports car rather than a Harley. While not inexpensive, Harleys range from $6,000-$20,000, which is far less than the cost of a sports car. And, frankly, I think bikers get a lot more recognition on the road.”
Though he can’t fully explain how the negative perception of motorcycle riders has been diffused, Bleustein theorized that riding provides a compact amount of relaxation for people with busy lifestyles.
“Specifically,” he said, “it’s the baby boomers. They live frenetic lifestyles and don’t have much time for fun. Motorcycling offers a great opportunity for fun in a short time. We’re finding that many people ride to work because it gives them a break from their traditional day.
Confessing that he, too, enjoys riding to work, he said, “I think they find it refreshing.”
Bleustein admitted that buying a Harley may be a stretch for blue-collar workers, but said, “There are financing programs available and the re-sale value is great. You can practically get your investment back. And, it seems once you’re in, you’re in.”
Admitting there is still a sense of “naughtiness” in biking, Bleustein noted, “We do want to create a bit of a mystique. I think that is part of the history of the company. We do want to be welcoming to the general market, but Harleys have long been a part of the pop culture. They’ve always been the choice of rock and rollers and riding evokes such a feeling of adventure.”
Hundreds of thousands of people are expected to converge on Milwaukee for the four-day, 100th anniversary event. “The event could bring more than $10 million to the city in terms of money spent,” Bleustein said. “For many bikers, this is their vacation. Some have elaborate plans to ship their bikes via airplanes, while others will probably just jump on their bike at the last minute and come. Bikers are free-spirited and they like to party,” he said.
Acknowledging that an event of this magnitude keeps Milwaukee on the map, he also boasted its effect of imprinting the Harley-Davidson brand on future customers. “Certainly we hope to attract non-riders,” he said.
With the celebration still weeks away, Harley-Davidson has already had nearly 700 million media impressions — the number of people exposed to the name via advertising — according to company estimates.
“I love these celebrations because I get a chance to spend time with our customers. Our product makes people happy. What more can I ask from my job than to have people tell me we changed their lives. It’s very exciting and very fulfilling,” he said.
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