Harley-Davidson is the most famous motorbike manufacturer in the world based out of the United States, Milwaukee, Wisconsin. The iconic motorbike manufacturer’s story stretches over the early 1900s up until the late 1980s.
How did Harley-Davidson develop a cult-like following?
Harley-Davidson wasn’t just a motorbike manufacturer – they were a lifestyle, a culture and a community all in one. However there is a misconception that he was a one man show; in fact, Walter and Arthur Davidson joined William Harley in 1903. After William Davidson won a 175-mile race, Walter transformed motorbikes into a symbol of freedom and speed.
This manifested into popular culture as the brand became associated with lawful justice and rebellion, thus became an American icon that grew into the global market.
A global icon
Harley-Davidson pioneered through the global market by appearing in a series of famous Hollywood films such as in Line of Fire, 1993, Robocop 2, 1990 (showing Harleys as the rightful companions of the law), Rocky 3 and in Ghostrider.
In every film a Harley was in, they always gave out a super cool attitude that expanded through to communities of American Veterans banding together and riding their bikes. It helped ease PTSD for many of them, which also added to the brand’s reputation.
In addition, their branding was always on point. Many riders owning a Harley had the “Hell’s Angels” look – leather vests and jackets with large patches with the infamous Harley logo.
Branding contributed to their popularity because printing the Harley logo on all sorts of merchandise brought about more than just seasoned riders but gave all Harley enthusiasts a personal connection with the brand. They had created a new sense of what being “cool” meant.
What does the future hold for Harley-Davidson?
In a rapidly changing world where vehicles are increasingly electrified and becoming self-driving, it would be hard for Harley to keep up their traditions. However, under the new direction of their CEO, Jochen Zeitz, things are looking up for the Harley brand in recent years.
Zeitz along with other executives launched the “Rewire” initiative to change the brand’s future and partnered with motorcycle manufacturer, Hero, spinning off its electric bicycle operations.
Harley is launching a new adventure motorcycle called the “Pan America,” and has a new financial strategy in place that is helping them look ahead.
We look forward to see what’s next in store for the iconic brand.
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Hina Mirza
PR Specialist
The Social Company