Harley Davidson recently posted a $3.9 million ad campaign for a Harley Davidson Sport 500 bike, the company’s latest attempt to raise its profile as a brand.
The ad features a stocky, muscular figure sporting a pair of red-and-blue leather pants.
The bike, which looks like a scaled-down version of the company-owned Harley Davidson Classic, has a sleek, black-and a chrome-and white finish.
Its rear wheel has an unmistakable Harley logo and a red dot that looks like the word “DRIVE.”
Harley Davidson’s “DRIVE” logo is emblazoned across the rear of the bike.
“Drive this bike fast and make yourself the king of the road,” reads the ad.
The advertising campaign has been a boon for Harley Davidson, whose shares have surged in the last two years.
In June, the stock was trading at $5.55.
The company posted $4.6 billion in revenue in the third quarter of 2018, up from $2.8 billion in the same quarter a year earlier.
The brand has also taken on some new challenges in the wake of the U.S. election.
Harley Davidson has struggled to attract younger customers, with younger customers now making up just 12 percent of its overall customer base.
The firm’s latest ad campaign has also brought criticism from some critics who feel that it doesn’t portray the brand in a way that is representative of what people would like to see.
The ads focus on “driveability” — the idea that people who ride motorcycles like the Sport 500 can get by in a city.
But for some, it’s hard to see how people can get the bike if they don’t ride it.
“It is clear that the advertising campaign does not accurately reflect what our riders really want or need from a motorcycle,” the American Public Transportation Association, which represents many major American cities, said in a statement.
“The company has shown little regard for the need for this type of advertising and has been willing to sacrifice rider safety to achieve a perceived level of profitability.
That’s not good enough.”
The ad campaign also drew ire from some Democrats in Congress, including Sen. Elizabeth Warren, who called it “shameful” for the ad campaign to target women.
“If we’re going to be judged on our appearance, let’s be judged by our performance,” Warren said during a press conference, according to the Washington Post.
The controversy over the ad reflects a broader culture of sexism in the U, as women and minorities are less likely to ride than men.
Harley-Davidson, which is based in San Diego, has been pushing its new Harley Sport 500s for years, but the brand’s sales are not expected to increase as much as other brands such as Ducati, according the Wall Street Journal.
The sportier bike is expected to hit the market sometime next year, but it will be in limited quantities, according a company official.
The new ads are just the latest in a series of efforts to sell Harley Davidson motorcycles, with the brand having launched its own line of bikes in recent years.