Putting a Shine on Harley's Marketing Efforts

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Harley-Davidson's middle-aged woes may have finally received a healthy kick in the chaps with the hiring of former General Motors marketing director Marc-Hans Richer.AdAge.com reports that Richer, 40, will be The Motor Co.'s first chief marketing officer.

Richer comes to Harley after a string of successes at GM, including the PR stunt of giving away cars to the entire audience of an "Oprah" taping and launching the company?s sleek roadster, the Solstice, with a branding tie-in to the TV show "The Apprentice."

The website notes that one of Richer's strongest suits is his ability to target younger consumers, something Harley-Davidson is desperate for given its aging customer base.

— Dennis Johnson