Harley-Davidson Purchase (B): Role of the Seller

by: Andrew Hoffman

Publication Date: April 27, 2010
Length: 4 pages
Product ID#: 1-429-085

Core Disciplines: Marketing/Sales, Negotiations, Strategy & Management

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This is going to be your last Harley-Davidson! You’ve had enough. You’re tired of the oil stain in your garage and the joke about why it’s there: “How do you know when your Harley needs oil? When it stops leaking!” You bought this Low Rider Custom new in 1989, before the whole Harley craze. So, you were able to pick your model and color — black, of course. In your opinion, that’s the only color for a Harley. Who in their right mind wants a green or a red Harley? And you’ve enjoyed every one of the 51,000 miles you’ve put on it. You really want this bike out of your garage. It’s taking up room for other things you’d like to put there, like that 1956 MGA sports car you’re considering buying with the money you get from this sale. It costs $15,000, and you want to get as close to $12,000 as you can so you don’t have to dip into your meager savings account to buy it.