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Few Brands engender such intense loyalty as that found in the hearts of Harley- Davidson owners. Long ago, Harley Davidson realized that the best way to create lasting relationships with its customers was to understand them on their own terms. The company spends a great deal of time and money in pursuit of that goal. It wants to know who its customers are, how they think and feel, and why they buy a Harley. That customer-centric strategy has helped build Harley-Davidson into a multibillion–dollar company with the largest company-sponsored owner’s group in the world. Harley-Davidson has learned that it sells much more than motorcycles. The company sells a feeling of independence, individualism, and freedom. These strong emotional connections have made Harley- Davidson ownership much more of a lifestyle than merely a product consumption experience. To support that lifestyle, Harley- Davidson recognizes that its most important marketing tool is the network of individuals who ride Harleys. For this reason, Harley- Davidson engages its customer base through company-sponsored travel adventures, events, and other things, such as clothes and accessories both for riders and those who simply like to associate with the brand