Harley-Davidson Motor Co. unveiled its new Dark Custom Harley-Davidson Roadster motorcycle, and in celebration, will host motorcycle-sharing pop-up stations in select U.S. cities this week to bring a $7-a-day promotion to life, according to a company press release.
This marks the first-ever free motorcycle-share program, which allows consumers the ability to test ride the company’s new motorcycle and take advantage of a special financing offer provided by Eaglemark Savings Bank, a division of Harley-Davidson Financial Services.
“We borrowed the popular bicycle-share concept for a few days to showcase how folks can afford to own this new racing-inspired motorcycle,” Dino Bernacchi, Harley-Davidson U.S. marketing director, said in the release.
The financing promotion essentially offers consumers the ability to purchase the motorcycle for $7 a day, based on the applicant’s prior credit performance and loan term. The offer is valid for up to a 60-month term with no down payment, according to the release.
“This whole effort is designed to show just how attainable owning a new Harley-Davidson motorcycle can be,” Bernacchi added.
Harley-Davidson is “pleased with the progress we’re making in both driving demand and delivering business performance in a highly competitive environment,” Matt Levatich, president and chief executive of Harley-Davidson Inc., said in a previous press release. “The increased marketing and new product investments are beginning to take hold and we anticipate continued progress across our focus areas as we dial in and ramp-up our approach.”
Check out the full Roadster commercial below.