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Harley-Davidson History.pdf
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The Harley-Davidson Story
In the world of motorcycling there is a manufacturer and their bikes that stand out over all the rest. Harley-Davidson motorcycles are the best motorcycles in the world because of heritage and tradition, the come back after a difficult era, and the support from the bike owners that is a carefully maintained cult.
Arthur Davidson and William S. Harley were schoolmate friends that shared a mechanical passion and strong desire to join the other motorcycle pioneers. They rekindled their relationship while working at the same factory in Milwaukee. Together they began to study mechanics focusing on motorcycle engines. In 1901 they had four engines designed and ready to be fitted to bicycle frames. In 1903 the first Harley-Davidson motorcycles were built. The brand appeared in ads and articles describing the motorcycle that would become a legend. Three motorcycles were produced between 1903 and 1904 and were sold before they were even built. During this time Walter C. Davidson Sr. and William A. Davidson joined Arthur Davidson and William S.
Needless to say, that experience has changed over time. It began from a simplistic design in 1904 as a motorized bike. However, as time progressed it brought about the introduction of the biker gang era. These were the bad asses image riding their heavy bikes down the highway, rebels who refused to give in to society’s pressures. It was the time of the Hell’s Angels, with their patches, long hair, and untidy beards that became the symbol of freedom on the road. They created the mantra of the bad ass dude on a bad ass American bike and no one was gonna tell him what to
Everyone wants to think their motorcycle is "the best." I have owned several different brands of motorcycles. I would not call any of my former motorcycles "the best." Yes, maybe they were the best sport bikes in a given year, or touring model, or trail bike at the moment. Each and every motorcycle I have owned had room for improvement. What would make a Harley Davidson the best? Best should be defined as a motorcycle that suits you and your primary use for it.
Celebrating their 100th anniversary next year, Harley-Davidson is a true American success story. From their modest beginnings in Milwaukee, Wisconsin to one of the most recognized company names worldwide, they have been passionate about motorcycles. Harley offers an experience like none other with the one of a kind look, feel, and sound only available on a Harley. Besides their main business of building and selling motorcycles, they have began to offer financing and insurance through Harley-Davidson Financial Services, and they also offer a full line of accessories and apparel to make the Harley experience complete.
Four wheeling has been one of my family’s favorite activities for my whole life. Both of my parents even grew up riding. They kept the tradition of riding in our family by giving me my first four wheeler when I was five years old. I would take it on miniature trail rides until it eventually gave out and I had to hop on with my parents. We have continued that tradition by going on many four wheeling trips every summer.
...es how powerful of a symbol it has become. You wouldn’t consider the fact that someone drives a Honda Accord a defining characteristic of his or her identity but somehow that changes when it becomes a Harley Davidson Heritage Softtail. "Four wheels move the body two wheels move the sole" (Harley Davidson Ad/ 1992). It becomes clear that the motorcycle is much more than a vehicle; it is a manifestation of American values. When you break it down nothing seems more American that freedom, and brotherhood. Film has fully capitalized on these characteristics helping make the motorcycle a powerful image that has had a defining impact on American culture.
He looked through hundreds of books on bicycles and books on horse and buggies. Ford decided to use wheels from a bicycle, and the same steel framing. From the horse and buggy, he took the idea of the shape of the actual frame. He also made a handlebar that was in the same place as horse rider for a buggy. When Henry For opened his first automobile plant, not only did it bring much attention to the industry, but it also made people want to own a car so that they looked “cool”. People knew that this was going to be a successful industry so they wanted to work in it. Even though most people think that the first true car ever made by Henry Ford was the Model A; they are actually being deceived. Henry Ford’s first actual cars were made for racing. Only a year or so later did Ford start making Model A’s.
The president of Harley-Davidson at the time, William E. Davidson was the son of the founder. He believed the lightweight motorcycles were no threat to Harley's business. By the middle of the 1960's HD realized its mistake an tried to compete in this segment by bringing motorcycles from Italy. These were of no better quality than the motorcycles Harley was producing in its plants, and no where no wear the quality of the Hondas, the market leader at the time.
A Harley-Davidson motorcycle is more than just a mode of transportation or ordinary product. It's
HD has chosen the strategic direction of targeting women and the younger market that is technologically conscious in order to increase its share in the first time motorcycle owner market space. With the introduction of the new VRSC’S, and the new lowered sporster 833 L and the 1200 L, design for small riders who want more power, also promoting the already existing HD motorcycle owners to step forward and purchasing a bigger model. HD is in a position of attaining a sizeable share in the first time motorcycle owners, the young males, and females’ marketplace. To target the women and the young market with the new product line, the company has adopted the following marketing objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing mix to target women and the younger demographic.
Since Harley-Davidson is already a big player in cruise market, to be profitable in this sector might be time consuming and difficult for Ducati. Also, Harley-Davidson has a loyal customer base which might make it tougher for Ducati to attract more customers towards its side.
Despite their conception in 1903, Harley-Davidson and the motorcycle industry as a whole didn’t really take off until after the Second World War. Many people rode motorcycles during the war, with Harley-Davidson themselves supplying almost 90,000 motorcycles for the U.S. military during this time. Many veterans chose to purchase motorcycles upon returning home, as they enjoyed riding during the war and wanted to continue riding in their civilian life. This generation known as the "baby-boomers" quickly became the main target audience for many of Harley-Davidson’s marketing efforts. With sales increasing and the industry growing, many "motorcycle clubs" and "rallies" were introduced. Unfortunately, due to the lewd behavior displayed by most people associated with these clubs and rallies, bikers typically had an image of being disorderly and raucous. Harley-Davidson’s image itself took a big shot due to the Hells Angels. This was a motorcycle gang wishing to become notorious for "drug trafficking and other organized crime activities," who used only Harley-Davidson motorcycles. All of this combined to lead to a decline in demand and sales throughout the entire industry during the 1960’s. The industry was really helped out with the release of the Hollywood film Easy Rider in 1969. This film helped change the public’s perception of bikers and sparked an increase in motorcycle demand which has lasted to this day.
Honda has established a program for its suppliers to strive for improvements in order to meet Honda’s requirements. The goals of the BP program are to improve the relationship between Honda and their suppliers, reduce manufacturing costs, and eliminate product defects. They accomplish these goals by focusing on 5 key areas: Best Position, Best Productivity, Best Product, Best Price, and Best Partners (Bounds and Arnold).
We think it would be interesting to quote first Harley-Davidson's mission, in order to get a first approach of what is the purpose of the company from their point of view. The mission talks first about dreams, rather than motorcycles, which is what the public has in mind. This mission says:
... amazing cars out there, people never knew that the Bugatti Veyron is made by Volkswagen which is known as the company that makes minivans and other cars. The Bugatti is specially designed if anything messes up the car will never run again, the tires, rims, engine, windows, lights, suspension, the metal, the brakes, everything on that car is made and on their for a reason. The Hennessey Venom Gt broke the world record for hitting 270.49 mph which broke the Bugatti’s record. The world of mechanics began from a V-1 engine to V6, V8, V10, from a V12 maybe in the future there will be bigger engines and better gas mileage. To me Mustangs are the best cars to me they are fast and they have the best body style in the muscle car section. Camaros are not that great in body style wise but challengers are pretty good and they have an old and new school body style put together.