Lifestyle over Product – Bernhard Gneithing on Harley-Davidson

„We sell a lifestyle – the motorbike comes for free.“

Bernhard GneithingBernhard Gneithing from Harley-Davidson emphasizes that they primarily sell a lifestyle – the motorbike comes for free.
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Bernhard Gneithing is the Marketing Director for Harley-Davidson Germany and formerly served as the company's press officer.

Bernhard Gneithing explains that Harley-Davidson sells not just motorbikes but a lifestyle.


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Quote about selling a lifestyle by Bernhard Gneithing from Harley-Davidson

Bernhard Gneithing is the Marketing Director for Harley-Davidson Germany. Previously, he served as the press officer at Harley-Davidson, bringing extensive experience in marketing and communications within the motorcycle industry.

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"We’re dealing with a culture of teenage babies, they can watch TV, do their homework, and listen to music all at the same time. The strongest appeal you can make is emotional. If you can get their emotions going, make them forget their logic…you’ve got them. At MTV, we don’t shoot for the 14 year olds – WE OWN THEM," Robert (Bob) Pittman
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