You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Harley-Davidson CMO: We Aren't an Auto Brand Mark-Hans Richer Explains Why the Motorcycle Marque Is More About Lifestyle Than Transportation By Michael McCarthy, Published on July 10, 2013 6 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.