It’s called market segmentation or the strategy consisting of dividing the market into distinct groups who have distinct needs, wants and behavior and to communicate to each segment with a specific message . And if you already know that in 2025 half of the US population will have a Hispanic origin, no wonder that Harley-Davidson decided to celebrate Latino riders or Harlistas. Harley-Davidson Motor Company is celebrating the dedication and pride of Hispanic riders and enthusiasts by launching a new Latino section on its Website.
“There is a longstanding history between Hispanics and Harley-Davidson and we want to celebrate it,” said Karina Jaramillo-Saa, manager of market outreach at Harley-Davidson Motor Company. “We are very excited about our Harlista site and can’t wait to share in the spirit of our riders and see their wonderful experiences.” Latino Harley riders can share and submit personal stories, photos and videos of their life on the open road by visiting Harley-Davidson Harlistas.. Of course, the idea is to reinforce the companerismo (camaraderie) between Hispanic bikers and to inspire others. Some of the stories will be selected for an opportunity to be featured in an upcoming documentary produced by Harley-Davidson.