In the past few months of “Hey, we’re rebooting Harley-Davidson” press releases, one particular tidbit stuck out as particularly juicy: A while back, the MoCo told us it plans to launch a concentrated effort on selling used motorcycles. Now, we see that plan kicking off, under the name H-D1 Marketplace.
So what’s it all about? According to the US press release, “H-D1 Marketplace will provide consumers with the most comprehensive opportunity to search, experience, sell and purchase pre-owned Harley-Davidson motorcycles across North America. Backed by the strength and scale of our dealer network and enhanced by the Harley-Davidson Certified™ program for extra peace of mind, H-D1 Marketplace will facilitate a seamless purchase experience for customers looking for that special pre-owned Harley-Davidson.”
Deciphering that jargon, here’s what’s going on: Harley-Davidson will use its dealer network to find, purchase, certify, and re-sell used bikes. Whether you’re buying your Harley-Davidson new or used, the company wants that sale. Or, as new CEO Jochen Zeitz puts it in the press release, “The launch of H-D1 Marketplace is the first step towards our ambitious transformation of H-D.com into the leading online destination for everything Harley-Davidson.“
Wait, did Zeitz just hint that Harley-Davidson’s website will also show used inventory? That’s what it sounded like … but maybe that’s a misinterpretation.
Whatever. What we do know is, H-D1 Marketplace rolls out in the US first, but we should see it in Canada, as Harley-Davidson’s presser says it’s a North American program. Again, as per the press release:
“Launching first in USA, H-D1 Marketplace will start with the entire selection of pre-owned Harley-Davidson motorcycles from our participating dealer network, that will be available for our customers to browse and customize online. Powered by H-D Financial Services, customers will have access to innovative, industry-leading financing solutions, to make purchasing even easier. Through the ‘Sell My Bike’ feature, customers will also be able to sell their motorcycles directly into the Harley-Davidson dealer network.”
Note that customers will be able to sell their motorcycles “into” the Harley dealer network, not “through” the network. That’s an important distinction—it implies H-D will re-sell the bike, instead of simply advertising a third-party customer’s bike. And, that certainly makes sense from a business perspective.
Or maybe it’ll all be different when the program comes to Canada. We’re sure to hear more about the whole plan here in coming months.