The purpose of Harley Davidson is to make dreams of personal freedom come true (www.harley-davidson.com). Customers can enjoy the freedom of the road where they can experience the thrill and excitement of riding a motorcycle. This allows customers to be themselves and live life to the fullest. Harley Davidson is unique in that its customers are among the most loyal. Not only is Harley Davidson a product, but it has become even more of a culture of loyalty. Customers are typically lifelong, exhibiting the four purchasing behaviors of loyal customers. Customers make regular or repeat purchases, buy anything that can be useful, encourage others to buy, and are immune from competition. Much of the loyalty to Harley Davidson has been a direct result of listening to its customers. Women are seen as relatively new to the Harley Davidson world and are working hard to cultivate this relationship. A common theme is that women are not taken seriously when it comes to the topic of motorcycles. Leslie Prevish, who previously worked for Harley Davidson, is a huge promoter of women motorcyclists and created the “garage party” to market women (Zube, 2013). Harley Davidson understands the needs of women and therefore is marketing more in depth to meet these needs and build loyalty