Don’t adjust your computer screen, you’re at the right website…and no Harley-Davidson hasn’t taken over A&R, but the Milwaukee company certainly has been busy the past few weeks. To recap, Harley-Davidson recently agreed keep its Monemonee Falls and Tomahawk plants in Wisconsin after the labor unions agreed to workforce concessions (getting paid $215,000 a head for each laid off worker in the process) and the Wisconsin Department of Commerce handed out a $20 million tax break.
That victory was offset by Harley-Davidson getting dumped last month by long-time ad agency Carmichael Lynch, with a classic “it’s not you, it’s me” press release (which if high school dating us taught us nothing, means it really is YOU). Meanwhile this week, Harley was dumped in a different fashion when Interbrand, the world’s largest brand consultancy firm, dropped the Bar & Shield brand 22 places on its T0p 100 brands list, down to 97th, and devalued the Harley-Davidson brand by over $1 billion in brand equity. This is of course nothing compared to the coup de grâce, where Harley-Davidson sold MV Agusta for €1, after buying the bankrupt Italian brand for $100 million two years ago.
Hoping to right the ship, Harley-Davidson announced today that it has created a 13th Board of Directors seat, and filled it with Levi Strauss & Co. CEO R. John Anderson.