The program fits into the value chain and the firm's strategy because it focuses on commitment to customers, which is needed in order to provide a significant boost to Harley-Davidson's sales. Since Harley-Davidson is often not considered by people who are buying motorcycles – especially if they are younger – the company uses the Rider's Edge program to encourage more people to purchase their motorcycles. They showcase the value the rider would get from the purchase, and that brings more sales to the company.
