CASE STUDY
Accelerating go-to-market success of a late-entry certified pre-owned program
Bringing a new program to market with speed, scale and standout creative
Harley‑Davidson Financial Services (HDFS), the financial arm of one of the world’s most iconic brands, was entering the certified pre-owned (CPO) motorcycle market later than its competitors. Coming off a pandemic-induced inventory crunch, the pressure was on to launch fast and make a major impact—with both dealers and prospective buyers. HDFS turned to Lydon to help introduce the Harley‑Davidson Certified™ program across the U.S. dealer network, communicate its value to consumers, and build the tools and materials needed to drive adoption at the showroom level and beyond.
Client
Harley-Davidson Financial Services
Industry
Financial Services / Automotive Retail
Marketing Platforms
- Product Go-To-Market
- Consumer Point-Of-Sale
- Agent Support
- Branding & Visual Identity
Services
- Strategy Consulting
- SmartCreative™: Content & Design
- Email & Direct Mail Marketing
- Display & Programmatic
- Social Media
72%
dealer program adoption at launch
10,000%
average daily views on H‑D1™ Marketplace
1,000%
H‑D Certified™ motorcycle sales in first three months
DELIVERING A FULLY REALIZED AND CREDIBLE PROGRAM ON DAY ONE
HDFS needed more than a name and a sales script—it needed a complete, dealer-ready solution at launch. Lydon worked closely with internal stakeholders to define the program’s positioning, design the H‑D Certified™ logo, and deliver a full suite of educational and marketing tools. From dealer onboarding materials and showroom signage to digital ad units and social templates, we built a modular toolkit for rapid deployment, seamless customization and consistent brand impact. The result: fast internal alignment and accelerated adoption across the H‑D dealer network.
The H‑D Certified™ program gained immediate traction—exceeding early sales goals and becoming a strong revenue stream for the HDFS dealer network in its first year.
THE LYDON DIFFERENCE: STRATEGY, DESIGN AND DEALER SUPPORT
We knew this product launch wasn’t just about creative execution—it was about enabling performance at scale. Based on our 30-year relationship with HDFS, we understood that the program had to succeed across a network of independent dealers, so we prioritized flexibility, clarity and consistency. Lydon delivered smartly branded, plug-and-play assets with centralized control and local adaptability, designed to work across showrooms, inboxes, websites, and social feeds. And because we build with implementation in mind, dealers had what they needed to activate the program immediately, without hassle or confusion.
Key tactics and deliverables
Logo development and program branding
Dealer-facing education and rollout materials
Point-of-sale signage and merchandising toolkits
Social media and display advertising assets
Email and direct mail campaigns
Digital showroom graphics for use on dealer websites
Collateral customization system for dealers
Interactive content and digital animation
Marketplace promotion content and banner ads
Campaign performance monitoring and asset updates
The result
The H‑D Certified™ launch exceeded expectations across the board. With a 72% adoption rate among independent dealers and over 1,000 units sold in the first 90 days, the program quickly proved its value as both a revenue generator and a strategic brand extension. As customer awareness surged, the program’s success helped spark a broader rollout across North America. Today, it continues to deliver value for both HDFS and the independent dealer network it supports.
Ready to bring your product to market with momentum, impact, and staying power? Let’s talk.
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