Harley launches “all-inclusive” membership program

Building on the 40-year history of its Harley Owners Group, the largest factory-sponsored motorcycle club in the world with over 500,000 members, Harley-Davidson has launched its new H-D Membership program.

H-D Membership is a community platform and membership program that will bring together riders and moto-culture fans under the “United We Ride” banner to connect, engage and ride with one another, according to the company.

H-D Membership is intended for riders and fans to enjoy a personalized experience of in-app social features, riding benefits and access to the Harley-Davidson brand. H-D Membership is a new and positive hub for moto-culture – serving as an inspiration to riders and non-riders alike, the company says.

“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,” says 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 unique moto-culture community:

• New app experience – The revamped H-D app, now exclusive for members, has been designed to connect and engage with the wider community. Members can now explore new digital and social tools that enable sharing of experiences, and for members to learn and be inspired by each other. With the help of member profiles, member groups, ride planning and sharing and numerous other tools, members can engage both on and off the road.
• Unique and personalized content – H-D Membership creates special access to the H-D brand. Tailored to a member’s individual lifestyle and riding interests, members will have access to information on new products, special membership events, curated H-D content (e.g., educational riding, moto-culture inspiring, H-D community), and much more.
• Expanded benefits – H-D Membership provides benefits both on and off the bike such as roadside assistance, motorcycle service, unique member products and more. Additionally, members gain access to special offers through collaborations with Hilton, SiriusXM, AT&T, EagleRider Rentals, the Fuel Rewards program at Shell and Tentrr (two-wheel friendly camping).
• Introduction of loyalty rewards – With the new H-D Membership program, members will earn points for purchases of H-D products at participating Harley-Davidson dealerships and online at H-D.com. Members will also earn rewards for engaging with the community by sharing great content, riding together, attending events and completing challenges. Members who also hold the Harley-Davidson Visa card can earn even more points.
• 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.

Harley says it plans to launch the membership program first in the U.S. and will continue the rollout across other regions.