Former VP of Business Development for Harley-Davidson and
Expert on Consumer Trends and Branding
Clyde Fessler is widely recognized as the brand architect in the dramatic turnaround of the Harley-Davidson Motor Company. His powerful presentations demonstrate the genuine passion surrounding the much-admired Harley brand, the experience of motorcycling and the attributes of freedom, adventure and individuality.
Turn-Around Specialist
Fessler served in key executive positions at Harley-Davidson for 25 years, playing an integral role in the evolution of the company into a global community-building lifestyle brand with an extraordinarily loyal following. His dynamic presentation relates the Harley-Davidson turnaround story, detailing how the brand developed its own mystique by bringing together seemingly disparate combinations of products, people, processes and experiences in unique and often surprising ways. It is a story that resonates with business audiences across a wide range of demographic segments.
Harley Davidson
Fessler joined Harley-Davidson in 1977 as Advertising and Promotions Manager and was soon promoted to Director of Marketing. In that position, Fessler led the establishment of the Harley Owners Group, or H.O. G., which remains the largest sponsored enthusiast club in the world with more than one million members.
As General Sales Manager, Fessler established new dealer incentives, policies and programs – many of which are still in effect today. As Director of Licensing, he propagated the Harley brand across a wide variety of third-party merchandise which added over $200 million in annual revenue.
As Vice President of General Merchandise, Fessler built the Motor Clothes line from $20 million in annual sales to over $100 million over a period of five years. As Vice President of Motor Accessories, he developed the strategy that doubled Harley’s accessory business in three years and tripled it in five.
In his final role, as Vice President of Business Development, Fessler helped refine the strategic direction of the company, creating the global rental program and the Rider’s Edge safety training program. He was also involved in the 2-1 program to develop a tilting 3-wheeler.
Book
Fessler is the author of the 2012 book Rebuilding the Brand: How Harley-Davidson Became King of the Road and was recently inducted into The Motor Cycle Hall of Fame!
Education
He is a graduate of the University of Notre Dame and has served on the Board of Trustees of the American Motorcycle Association and the Motorcycle Safety Foundation. Fessler also played a key role in Harley-Davidson’s relationship with the Muscular Dystrophy Association, which has generated over $70 million in donations as the primary charity of H.O.G.
When he is not busy sharing his vision, creativity and strategic thinking with clients and audiences, Clyde can be found exploring the world on one of his five Harley-Davidson motorcycles.
The Harley Davidson Turnaround
Clyde’s presentation captures the Harley-Davidson turnaround story and adds mystique… the ability of the brand to bring together, in unique and surprising ways, seemingly disparate combinations of products, people, processes, and experiences. As a proven, experienced, successful marketing strategist, Clyde will motivate your audience and help direct them to a renewed, heightened level of achievement to reach your goals with pride through a focused business plan including team playing.
Strategic Marketing in Anxious Times
The Harley-Davidson marketing story explains the strategy that took a company on the verge of bankruptcy, to one of the top performing corporations on the New York Stock Exchange, and one of the most respected brands in the world. Clyde Fessler, the man behind the strategy, spent twenty-five years creating and leading the plan. He talks to audiences about how he created a strategy that has endured for over 20 years and enabled Harley-Davidson to be inducted into the Marketing Hall of Fame, and motivates organizations with his remarkable turnaround success.
Implementing Innovation for Corporate Growth
Utilizing Consumer Promotion Instead of Advertising To Build floor Traffic and Brand Loyalty
Building a Brand
The Five P’s of Business Marketing
All Clyde Fessler Books
Rebuilding the Brand: How Harley-Davidson Became King of the Road
Purchase BookYou hit just the right note to help kick off the event, and you stimulated lots of ideas. In fact, it's uncanny how often people referenced back to your speech throughout the week. We are fortunate to have people like you helping to advance our cause.
- YMCA of Austin | Vice President of Mission Advancement
What an engaging speaker! Clyde captivated the audience with his presentation. He had a terrific story to tell, but what made it even better was that he made the connection between his story and ours. Attendees were inspired and entertained. You can't ask for more than that to wrap up an annual sales meeting. Clyde was fabulous.
- Network Health Plan | VP Strategic Planning and Brand Management
In the name of the Kraft Foods Europe Integrated Marketing Team, we would like to thank you for the great speech you made on Monday, May 16th and for all the learning’s we were able to take out of it. It was an incredible, inspiring and motivating moment of togetherness with our Senior Marketers and thank you that you made it happen. Hope to get the chance to meet you soon again.
- Kraft Food Communication | Manager
Clyde hit the long ball home run for us. We have had several requests for the speaker info regarding Clyde. Clyde and his wife’s attendance at the receptions Friday night was also viewed as a great added value and to their credit was noticed by our attendees (the important folks) not just the management. The most often repeated line from the attendees “this was the best Saturday in our history.” A large part of that is directly related to Clyde.
- | International Brotherhood of Electrical Workers (IBEW)
