Fuell Fllow Prelaunch
Consumer insight and positioning for a groundbreaking electric motorcycle launch by Harley Davidson legend, Erik Buell.
A few years ago I worked with a team launching an electric motorcycle they believed would appeal to young, tech-forward entrepreneurs. Early research said otherwise.
After running product-market fit tests, interviews, and message experiments, a different segment kept converting: older bikers with time, disposable income, and a garage that already told a long story.
We repositioned the product around engineering credibility and heritage rather than novelty. The ads got cheaper, conversion rates improved, and the launch crossed $10M in presales.
The company didn’t survive manufacturing. The launch itself did what it was meant to do.
1. What was happening
Short, factual setup. No drama.
2. What everyone assumed
The prevailing belief — often wrong.
3. What the data kept contradicting
The tension point.
4. The decision
What changed in positioning, messaging, or focus.
5. What improved
Outcomes, stated plainly.
6. What didn’t
Constraints, failures, or downstream issues.
7. What I’d do differently
One honest reflection.