Harley-Davidson Inc. (HD) is one of the most recognized brands worldwide. The motorcycle manufacturer has one of the most loyal owner groups of any company. Unfortunately, the firm's success has come at a price. New customers are sometimes frustrated at long waiting lists for a new bike, and other potential new customers say they are turned off at the enthusiasm of some of the current owners. The average age of a Harley rider has risen from 35 in 1987 to nearly 47 in 2006. Harley has a Wild Bunch reputation that drives some customers away, and a "this is for a different generation" effect on some potential younger customers. Other potential customers are simply intimidated at the idea of riding a 400 pound Harley-Davidson. To deal with these concerns, and to try to encourage new owners, HD developed the Rider's Edge program in which anyone who could pass the Motorcycle Safety Foundation's written test and driving test would be eligible for instructions on how to ride a Harley. The instructions are provided by local dealers.
Where does this program fit in the Harley-Davidson value chain? From a value chain perspective, how does the Rider's Edge program at Harley-Davidson support the firm's strategy?