Clear VM guidelines see sales riding high.
Harley-Davidson set out on a journey to strengthen its market position through improved dealership standards. How do you steer VM best practice around the world?
Our ambition was to raise the bar of retail standards for Harley-Davidson worldwide. To help the brand deliver the transformation required, we developed a manual that would achieve consistent VM best practice and have relevance to a truly global audience. We also conducted in-depth retail analysis of current Harley-Davidson brand delivery to understand exactly what needed to change, and provide a clear direction for future development.
The new VM manual encompassed all the necessary elements, such as policies, guidelines and tools. As a result of our partnership we’ve been able to improve VM processes, knowledge and skills – bringing perfect product presentation and a great customer experience to life. Since we’ve been on board, sales have grown at 24% YOY across the EMEA region. As further proof of its success, the VM manual was translated into 19 languages, in both print and online versions, and made available across Harley-Davidson’s international franchise dealership network.