Pop quiz time.
What does Project RUSHMORE mean? Can you explain the concept in the amount of time that it takes to pour your favorite refreshment?
Insert — 30 second timer with Jeopardy “Thinking” music…
Give up? Well according to Harley-Davidson’s U.S. Media Relations Manager, Jen Hoyer: “The term Project RUSHMORE has a dual meaning. First, it’s rooted in the image of Mount Rushmore and its significance to many motorcycle riders around the world as the iconic destination of a dream ride – along with the relationship to Sturgis and the South Dakota’s Black Hills. It’s that kind of motorcycle journey that brings Harley-Davidson products to life.
“Second, RUSHMORE is also about the combined ideas of ‘rush’ and ‘more,’ representing the performance and features Harley-Davidson has designed into new motorcycles. Working with our customers, we’ve created motorcycles that allow us all to see more, feel more, hear more and of course rush more. We wanted this era of Touring bikes to be distinguishable in terms of all the changes that we made.”
From my vantage Project RUSHMORE was simple. The factory talked to thousand of riders, asking what kind of improvements, gadgets and updates they would like to see. Then, they took the unusual step of actually engineering and incorporating the best of these ideas into production bikes. Imagine that. A business culture where you ask the customer what they want and then provide it!
Initially eight models were retooled and enhanced under Project RUSHMORE, making it the largest new model launch in Harley’s history. Innovative marketing mixed with a proactive approach to customer satisfaction.