Harley-Davidson
Inducted in 2001

Passionate Commitment Has Built the Harley-Davidson Brand

In 1903, based on a commitment to motorcycling and the motorcycling lifestyle, three Davidsons and one Harley built their first motorcycle in a small Milwaukee garage. Their passion for the sport has fueled the legend ever since.

Through two world wars, Harley became intimately entwined with the American experience. Often supplying its entire production run to the military, Harley ended the post-war era as the one remaining American motorcycle manufacturer, surviving over 60 other brands. In the '60s and '70s, however, Harley-Davidson - now owned by AMF - suffered from quality concerns and image problems due to changing cultural attitudes and negative media portrayals of the Harley lifestyle. Harley-Davidson's reputation and market share were rapidly declining.

In 1983, after a management buy-back (some investors took second mortgages on their homes), Harley-Davidson sparked one of the most dramatic turnarounds of the century. While embarking on a long-term plan to improve product quality, Harley-Davidson re-focused on the core brand values that had led to its past success.

Infused with a sense of adventure, freedom and individualism, Harley-Davidson is about something deeper than a product. Harley embodies a way of life or an ideal for how life should be lived. It is an ideal or philosophy that is unconventional, plain-spoken, and most of all, uncompromising.

This intriguing brand character is what makes Harley-Davidson so appealing to such a broad spectrum of society. You name the walk of life, and you'll find Harley-Davidson owners. Surprising for what might otherwise be considered a niche activity, the Harley-Davidson brand reaches far and wide.

And while success through the '80s, '90s and today is due to building the brand, it could not have been done without a commitment to product development. Harley-Davidson's leadership in product design and engineering has revolutionized the cruiser segment and positioned Harley as the most-imitated manufacturer in its industry.

Harley-Davidson's commitment to enhancing dealer and customer relationships has also been critically important. Harley invests heavily into events like Sturgis and Daytona and creates rallies, places to ride with customers and dealers. It is all part of Harley's close-to-the-customer philosophy. Another example of this philosophy is the H.O.G. (Harley Owners Group). Founded in 1983, it has continually expanded, becoming the largest factory-sponsored club in the world with more than 500,000 members. The 90th and 95th anniversary events in Milwaukee have attracted hundreds of thousands. The 100th in 2003 will draw even more. Harley has also expanded into motorcycle clothing and parts and accessories to provide additional growth and to enhance the customer's experience.

Quarter after quarter, Harley-Davidson's record sales and profits continue, with customers waiting more than a year on average for a motorcycle. And loyalty is stronger than ever. More than 90% of current owners intend to purchase another Harley.

By sticking to its vision - even during the lean years - Harley-Davidson has remained true to itself and its loyal customers. It is this commitment that makes Harley-Davidson one of the great brands of all time.