Main article: Harley Owners Group
Harley-Davidson established the Harley Owners Group (HOG) in 1983 to build on the strong loyalty and fraternity of Harley-Davidson enthusiasts as a means to promote not just a consumer product, but a lifestyle. The HOG has also served to open new revenue streams for the company, with the production of tie-in merchandise offered to club members, numbering over one million strong. Other motorcycle brands,[112] and other and consumer brands outside motorcycling, have tried to imitate the Harley-Davidson's success in this endeavor by creating factory-sponsored community marketing clubs of their own.[113] HOG members typically spend 30% more than other Harley owners, on such items as clothing and Harley-Davidson-sponsored events.[114]
In 1991, HOG went international, with the first official European HOG Rally in Cheltenham, England.[115] Today, more than one million members and more than 1400 chapters worldwide make HOG the largest factory-sponsored motorcycle organization in the world.[116]
HOG benefits include organized group rides, exclusive products and product discounts, insurance premium discounts, and the Hog Tales newsletter. A one year full membership is included with the purchase of a new, unregistered Harley-Davidson.[117]
In 2008, HOG celebrated its 25th anniversary in conjunction with the Harley 105th in Milwaukee Wisconsin.
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