• by Karl Greenberg , November 11, 2015

Almost a third of Harley-Davidson's owners are current or former military, and connecting with them is a priority for the Milwaukee-based company -- the leading motorcycle maker in the U.S. in volume.

No surprise that H-D has a presence at the Veteran's Day parade in New York, the biggest such parade in the world. Even if they weren’t there physically, they would be there, well, physically, since the parade always includes vets on H-D motorcycles. It may not be to the extent of Rolling Thunder during Memorial Day in Washington, D.C., but you’d have to blink for a long time to miss it. 

But Harley-Davidson was there on Tuesday, and announced during the parade, that it is extending “Operation Personal Freedom,” offering free Riding Academy training to current and former armed services personnel. 

Harley-Davidson managing director and former U.S. Army officer Christian Walters, who spoke to Marketing Daily while waiting for the weather to cooperate before boarding an Army Bell helicopter for a parade flyover, points out that the company has had a long relationship with the military, beyond having had bikes in WWII ground actions. “For 100 of our 112 years we have been in direct support of the military. Now we are building on our efforts,” he says.  

H-D beefed up involvement in veterans' causes a year ago, partnering with the Wounded Warrior Project around awareness of neurological and psychological injuries to soldiers such as PTSD, and has raised over a million dollars on behalf of the organization. Last May the company launched Operation Personal Freedom -- during the course of which, per Walters, the company trained about 6,500 vets to ride. “So it's a natural thing for us to say we can we do more.” 

On Tuesday, in conjunction with the parade, the company announced it would extend the offer to let current and former vets attend Harley-Davidson's Riding Academy starting January and running through year-end 2016. 

In addition to timing the announcement with the parade -- which brought in about 25,000 participants -- Harley-Davidson had a presence there, as well, with a fleet of bikes ridden by veterans, including employees. The brand also had street teams handing out cards touting the Riding Academy offer, and ran ads and video content, including a spot on CW during parade coverage, featuring soldiers riding Harley-Davidson bikes on the open road. Content also ran on H-D's YouTube and other social channels. 

Walters says the military connection is critical for the brand because of a common history and the brand's association with Americana, but can't seem forced. “It really is important and a natural for us; I'm a veteran, and we never want it to feel like we are trying too hard.”

The company communicates to military personnel via H-D.com, it's 700-strong dealer network, which the company says will be doing programs for military personnel; the owners’ H.O.G. Magazine, which will come out this month. Harley is also advertising in Armed Forces vertical, like Military Times. 

Harley has also launched Operation Personal Freedom MotorClothes collection with 10% of the proceeds supporting the Wounded Warriors. And the  dealer events across the country will focus on welcoming and celebrating our military heroes.