Thanks to an unprecedented marketing plan, Harley Davidson sells more bikes
in the US of A than anyone else. A marketing plan so rich and deep, so simple
yet so successful that they market it through college courses. And in a few
words, it works. They sell an image of what they think a biker wants to be, and
many have fallen into it. And because of their sales success, it has forced
their product to become better also. Whoever thought you would find ABS on a
Harley, let alone Brembo brakes? Harleys that handle? Reliable? Women riding
them? And yet they sell them with no discounts to those waiting in line to get
them. Any product would love to have the sales success Harley has, congrats to
them. What a move, especially from a company that 30 years ago approached the
Federal Government to put a tax on any imported bike over 700 cc’s, because no
one was buying? But they came through when they needed to, and I find their
comeback incredible, and worth emulating.
Almost 100 years ago Alfred P. Sloan, the architect of General Motors made
two outstanding quotes. “You can sell an old man a young man’s car, but you
cannot sell a young man an old man’s car.” Very true. And then “General Motors
is not in the business of making cars, it is in the business of making money.”
And their history speaks for itself, until the 1980’s, about the same time
Harley started their comeback. They found you can sell a biker looking bike to
anyone, but not anyone would buy a bike without an image. Bad is good, good
translates to profits, and t shirt sales. Of which they sell more of than some
motorcycle manufacturers do bikes. Which gave rise to the slogan “$20,000 and
20 miles do not make you a biker.” Leathers, a V-twin, your wife wearing
clothes two sizes too small, and having decal of the Bar and Shield on your
pickup do not make you a biker. Yet many fall under the illusion, and today
when someone who doesn’t ride hears you do, the instantly think Harley.
Yet why are their so many 1 or 2 year old Harleys sitting in the used line
of Japanese stores? Did Harley get them in, or back after years out, but
couldn’t keep them? When the HD means hundred dollars translated into
thousands, did they go elsewhere? Did they find that performance can and
reliability can cost less? Did they learn that riding is more than an image,
more than a life style, but it is fun? And the fun only ends when you do? Can
heritage only take you so far, we’ll see what happens to Indian in a few years.
Triumph learned the lesson, and builds more than Bonnevilles. Some like to
ride, to some it is all about the image, to others they never get it. The $20k
biker is alive and well, at least for 20 miles or until all his friends have
seen his new ride. Then it is back to his SUV after his wife complains about
helmet head, or she can’t text while riding. A $20k lesson on life. While the
rest of us ride, because we want to. Real bikers will never be trendy, stylish,
or fit in with an SUV/mini-van dominated world. Rebels to the end, long after
the 200 mile test has left many a new Harley, or Triumph, or Indian, Ducati,
Guzzi, or Honda for sale. Helmet and leathers included.
Those of us who are real bikers, can spot the image conscious non-riders.
Works with Christians too. Lately too many I know are going through a crisis,
and fail at the altar of Christ. But never leave. When offered a choice by
Jesus, Peter answered “where else will we go?” He and his fellow disciples had
been with him and seen the miracles. The great teachings. But they had also
seen themselves scared and embarrassed by things he had said. They had and
would suffer insults, threats, and even death by serving him, by being a
Christian. Just by being seen with him could lead to jail or death. Yet when
offered a choice, to go or to stay, they made the right decision, they chose
Jesus. They could not deny his words had given them hope, and eased their
fears. His wisdom was like no other, and his ways backed up his words. Peter
states “we have believed and come to know.” Believing led to seeing. They
weren’t like the image conscious biker who spent $20k to fit in, when it rained,
they rode. Wife’s air a mess, buy her a comb. When the road called we
answered, and riding became intertwined in our lives. We didn’t quit when it
broke down, bad weather didn’t keep us inside, and our image became our
character, instead of the other way around. We ride. And Peter saw the
difference when Jesus came into a life. His included.
Life has, is, or will throw things at you that you cannot understand. We
will someday, or for weeks walk through the valley of the shadow of death. But
we know Jesus is with us. He is no poser, his words are truth, and we choose to
stick with him despite the situations. We know that heaven lies ahead, and that
our true testimonies are based on what he has done in our lives when nothing
else could or would. We find that like the disciples, we have contemplated
something or someone else. We may have even strayed, but in our hearts always
knew it was all about Jesus. And given the final choice, no matter the
situation that led to our pity party, we choose Jesus. For we really have no
other choice. There is no SUV alternate to life after riding with him. You
smell the air, feel the road, and see things through his eyes, and suddenly it
all makes sense. And just like the t-shirt says, “if I had to explain it, you
wouldn’t understand.” Yet some cannot explain, so it is not up to us to
understand, but to trust.
Some ride for a season, some to be seen. Real bikers are in it for life.
We have checked out the alternatives and found no other way we rather get on
down the road. And Jesus is the same in my life, and others who believe. We
have been given the choice, and we chose Jesus. We aren’t in it for image or
acceptance, we are in it for love. It goes way beyond understanding, way beyond
words. Like God told me, “how can you describe an infinite God using finite
words? To finite minds?” It takes the spirit to change, then nurture and grow
us. We will have tough times, but he will carry us through. There will be days
we take the car and wish we had ridden. All our decisions will not be right,
but the one to choose Jesus will lead to forgiveness. And mercy, which can only
be found after you screw up. If you have found your life in the line of used
lives after a few rides, it is not Jesus who changed, it was your decision. One
he never forced you into, so lean on Peter’s response. “We have found you have
the words of eternal life. We have come to believe you are the Holy One of
God.” Can you say the same?
Satan has some wonderful marketing tools to keep you from Jesus. But they
are just that, tools that pale when compared to truth. Some day you will be
asked who is Jesus? Peter knew when he answered “thou art the Christ.” Don’t
let $20k take you to find out if you are a biker. The real ones can see through
you. We can tell by your hairdo after a ride, or your attitude to cold
weather. Works with Jesus too, he knows and we can tell where you are with
Christ. Forgiveness is the difference. Jesus forgives, your bank note won’t.
You keep paying until it is paid off or you sell the bike. Rather consider
wisdom from above before buying into an image. Just because you can make the
payments doesn’t make you a rider. Jesus paid it all, and considering the
alternative, there is no other choice to make. “They are weak, but he is
strong. Yes Jesus loves me...the Bible tells me so.” If a child can get it,
what are you waiting for? Why aren’t you riding?
love with compassion,
Mike
matthew25bikr.blogspot.com