Harley Davidson

The Harley-Davidson family of motorcycles has a long-standing tradition of excellence, commitment to the “Harley lifestyle” and is deeply rooted in history as a slice of true Americana. The Harley-Davidson company started small, in a tiny wooden shed in Milwaukee in 1903 and has grown to become the most well known American motorcycle company with a recognizable brand community. Harley-Davidson owners are proud of their bikes and live to fulfill the values at the heart of the company. The values inherent to the Harley-Davidson company are simple and just: tell the truth, be fair, keep your promises, respect the individual and encourage intellectual curiosity.

The Harley-Davidson Company has seen its share of hard times in its 104-year history. The company survived World War I, experienced astounding success during the 1920’s only to be brought to near-ruin at the onset of the 1930’s, survived the Great Depression, came back to life during and after World War II, encountered damage to its reputation in the 1950’s following the 1947 Hollister, CA bike riot that tarnished the Harley name. In the ensuing years, the Harley-Davidson company suffered further slander through negative depictions of Harley owners in Hollywood movies and the public perception of the Harley-Davidson name plummeted. The Harley-Davidson company did not experience a resurgence in positive leadership until 1981 when a complete restructuring of the company initiated a slow return of buyers due to the company’s exploitation of its “retro” machines. In 1990, Harley-Davidson was once again back on top in the heavyweight market through the introduction and subsequent success of the “Fat Boy” motorcycle.

Today, Harley-Davidson enjoys a full line up of motorcycles, from the nostalgic feeling of the long-haul Touring bikes to the “high-tech” style of the VSRC family of tough-attitude, muscular machines. Harley-Davidson’s branding can be seen across the world, thorough the licensing of its logo and product name and fans of the American Harley-Davidson company, lifestyle and machines reaching to the Far East, Australia and Europe.