Espacio Harley-Davidson Barcelona
How does an official dealership grow, and protect its name, when the brand over its door belongs to someone else?
The roadmap
In April 2024 we proposed a Thrive Digital Roadmap for Espacio with an 18-month horizon: an initial audit, digital strategy and SWOT, buyer personas, resources by objective and KPI, protocols and content strategy, and an annual action plan. The work continues as a monthly engagement in which we act much like an in-house communication and marketing department.
Adjusting as results come in
When paid campaigns underperformed, we paused them and moved the content strategy towards what matters most to a dealership: people coming through the showroom door.
When the other dealership fell
In September 2024 the other official Harley-Davidson dealership in Barcelona, on Calvet street, closed abruptly amid fraud allegations that reached the press. Our response for Espacio was brief and factual: an official statement making clear it had no link with the Calvet business, while daily communication carried on as normal. Later press coverage of the case stated that Espacio had no link with the Calvet scandal and that its management had not been called into question.
