Word: ironizing
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Dates: during 2000-2009
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...Facebook video, the screen is filled with a sea of 20-something men and women cruising on sleek black motorbikes, all of them Harley-Davidson's Sportster Iron 883s. It's part of a marketing campaign to generate buzz around the newest Sportster. "That's hot!" one woman declares on Harley-Davidson's Facebook page, where other minidocumentaries promoting the bike are posted...
Acknowledging the challenge of selling premium motorcycles in this economic environment, Harley-Davidson recently introduced a print ad aiming to play on the Sportster Iron 883's relatively low price. The message: "About six bucks a day. Cheaper than your smokes, a six-pack, a lap dance, a bar tab, another tattoo, a parking ticket ..." The Sportster line is expected to account for a larger share of Harley-Davidson's sales this year - though still less than 25% of the total. (The company notes that there is still a waiting list for the new $29,000 Tri-Glide Ultra Classic...
...moves was to hire a director of product development for "outreach customers" - young people, women and those in non-U.S. markets. Richer's team quickly discovered that young people aren't into the heavy chrome found on many Harley-Davidsons - hence the emphasis on the primarily black Sportster Iron 883, which was already in development...
...reduced her inventory and lowered prices on some items. The Sportster is usually one of the slowest-selling models, "the ones we're trying to get rid of at the end of the year," she says. But soon after arriving at her showroom, the Sportster Iron 883 sold out. "They've been saying for a long time that it's important to capture the younger generation, but it never seemed to happen," says Vindeni. But the new Sportster, she says, "may help. Even young people dream of owning a Harley...
...Some analysts believe Chinalco paid a premium for the Rio assets, given how much prices have slumped. But BOC International's Xu notes, "that the price is much, much lower for the assets - particularly iron ore and copper - than it would have been just six months ago. This seems like a pretty good deal for Chinalco...