Harley-Davidson, one of America’s most iconic motorcycle brands, has a storied history dating back to its founding in 1903. The company was created by William Harley and three Davidson brothers—Walter, Arthur, and William—who laid the foundation for what would become a global motorcycle phenomenon.
Their vision has carried through generations of motorcycle enthusiasts and continues to inspire riders worldwide.
Harley-Davidson is currently a publicly owned company, traded on the stock market as Harley-Davidson Motor Company Group, Inc. While it began as a family business, the company has evolved through various ownership structures over the decades.
In 1981, a group of investors led by Willie Davidson, grandson of founder William Davidson, purchased the company. Today, the motorcycle manufacturer operates under the leadership of CEO and President Jochen Zeitz, who guides the company’s direction in the modern motorcycle market.
Throughout its 120+ year history, Harley-Davidson has maintained its American spirit while expanding globally. The company has weathered economic challenges and ownership changes while staying true to its roots.
Harley’s relationship with other manufacturers has also evolved over time, including its acquisition of 49 percent of Buell Motorcycle Company in 1993, showing its commitment to growth and development in the motorcycle industry.
Key Takeaways
- Harley-Davidson is a publicly traded company led by CEO Jochen Zeitz, not owned by a single person or family.
- The company was founded in 1903 by William Harley and the Davidson brothers, marking over 120 years of motorcycle heritage.
- Despite changing ownership structures throughout its history, Harley-Davidson has maintained its American identity while growing into a global motorcycle brand.
History of Harley-Davidson
Harley-Davidson’s journey from a small Milwaukee shed to a global motorcycle icon spans over a century of innovation, racing success, and cultural impact. The company’s resilience through economic hardships established it as one of America’s most enduring brands.
Founding and Early Years
Harley-Davidson began in 1903 when childhood friends William S. Harley and Arthur Davidson built their first motorcycle in a small wooden shed in Milwaukee, Wisconsin. They were soon joined by Arthur’s brothers, Walter and William A. Davidson, forming the core team that would revolutionize American motorcycling.
Their first creation was a simple single-cylinder engine attached to a bicycle frame. This humble beginning laid the foundation for what would become an American manufacturing legend.
The company was officially incorporated on September 17, 1907, with Walter Davidson serving as the first president. By this time, their motorcycles had already gained a reputation for reliability and quality.
Harley-Davidson was one of only two major American motorcycle manufacturers to survive the Great Depression, alongside their historical rival Indian Motorcycles. This resilience demonstrated the company’s strong business foundation.
The Wrecking Crew and Racing Success
Racing quickly became central to Harley-Davidson’s identity and marketing strategy. The company formed a factory racing team known as the “Wrecking Crew” that dominated American motorcycle racing in the early 20th century.
The Wrecking Crew’s success on dirt tracks across America helped build the brand’s reputation for speed and durability. These races served as both entertainment and proving grounds for new motorcycle technologies.
Walter Davidson himself was an accomplished racer who won many endurance competitions, helping to demonstrate the reliability of their machines. These racing victories translated directly into increased sales as consumers sought the same powerful performance.
By establishing their dominance in competitive racing, Harley-Davidson created a performance legacy that continues to influence their brand identity today. The racing heritage helped position them as America’s premier motorcycle manufacturer.
Expansion and Innovation
When World War I began, Harley-Davidson shifted to support the war effort. The U.S. government purchased 20,000 motorcycles from the company, dramatically expanding their production capabilities and reach.
This military contract forced Harley-Davidson to scale up manufacturing quickly, leading to innovations in production techniques and motorcycle design. The company emerged from the war with enhanced capabilities and an international reputation.
During the 1920s, Harley-Davidson explored other transportation markets, including a brief venture into outboard motors for boats. However, they ultimately refocused on their core motorcycle business.
The company continued to innovate with new engine designs, including their iconic V-twin motor configuration that became synonymous with the brand. These technical advances helped Harley-Davidson motorcycles develop their distinctive look and sound.
By the mid-20th century, Harley-Davidson had transformed from a small Wisconsin startup into an internationally recognized symbol of American manufacturing excellence and motorcycle culture.
Ownership and Management
Harley-Davidson’s ownership has changed hands several times throughout its long history, evolving from a family business to a publicly traded company. These transitions have shaped the company’s direction and growth strategies while maintaining its iconic brand identity.
AMF Years
In 1969, Harley-Davidson entered a significant phase when American Machine and Foundry (AMF) purchased the company for $21 million. This acquisition came during a difficult period for the motorcycle manufacturer, which was struggling financially.
Under AMF’s ownership, production increased dramatically to meet demand. However, this rapid expansion led to quality control issues. Many motorcycle enthusiasts recall the AMF years as a time when Harley’s reputation suffered.
The Harley-Davidson trademark remained valuable despite these challenges. AMF’s focus on quantity over quality began to damage the brand’s standing in the marketplace. Motorcycle reliability became a serious concern, and Japanese competitors gained market share.
By the late 1970s, the relationship between AMF and Harley-Davidson had grown strained as the motorcycle division continued to face difficulties.
Buyback and Going Public
In 1981, a group of 13 executives led by Willie G. Davidson (grandson of co-founder William A. Davidson) executed a dramatic $80 million buyout to reclaim Harley-Davidson from AMF. This marked the beginning of a remarkable turnaround.
The new management team focused intensely on improving quality and rebuilding the brand’s reputation. They introduced the “Evolution” engine and modernized manufacturing processes.
In 1986, Harley-Davidson went public on the New York Stock Exchange, raising capital for expansion while transitioning to a publicly owned company. This move transformed the ownership structure from private hands to public ownership.
Today, major institutional investors hold significant stakes in the company. According to financial data, top shareholders include Vanguard Fiduciary Trust Co. (9.997%), H Partners Capital LLC (8.875%), and BlackRock.
Recent Developments
In recent years, Harley-Davidson’s leadership has undergone important changes to address market challenges. Currently, Jochen Zeitz serves as Chairman, President and CEO, bringing his experience to guide the company through evolving motorcycle markets.
The executive team includes Jonathan Root, who holds the dual role of Chief Financial Officer and President of Harley-Davidson’s Commercial division. This leadership team faces the challenge of attracting younger riders while maintaining the brand’s appeal to its traditional customer base.
In 2003, Harley-Davidson completed its acquisition of Buell Motorcycle Company, though this subsidiary was later discontinued. More recently, the company has invested in electric motorcycle technology with its LiveWire brand, signaling a strategic shift toward more sustainable transportation.
The Board of Directors includes Norman Thomas Linebarger (former Executive Chairman of Cummins) alongside other experienced business leaders who help shape the company’s long-term strategy.
Product Line and Innovations
Harley-Davidson has continuously evolved its product lineup while staying true to its iconic heritage. The company balances tradition with innovation, expanding from classic motorcycles to new market segments and future-focused electric models.
Classic Motorcycle Models
Harley-Davidson’s core lineup features several beloved families of motorcycles. The Sportster series offers lighter, more nimble bikes perfect for newer riders.
The Softail models blend classic styling with modern technology, featuring hidden rear suspension for a clean look.
The flagship Touring bikes like the Road Glide and Street Glide provide comfort for long journeys with features such as:
- Infotainment systems
- Saddlebags for storage
- Wind protection
- Advanced suspension
The Cruiser lineup, including the Fat Boy and Low Rider, continues to embody the classic Harley style that fans love. Unlike competitors such as Honda, Harley-Davidson maintains a distinctive V-twin engine configuration that creates their signature rumbling sound.
Entering New Markets
In recent years, Harley-Davidson has pushed into new segments to attract diverse riders. The Pan America adventure touring bike marked a significant departure from traditional cruisers, designed for both on-road and off-road capabilities.
The Street series was created specifically for urban environments and international markets with smaller displacement engines. This helped Harley compete with Honda and other manufacturers in countries where smaller bikes are preferred.
The Nightster and Bronx models represent Harley’s attempt to appeal to younger riders with sportier styling and more aggressive performance. These bikes feature:
- More modern aesthetics
- Lighter frames
- Improved handling
- Competitive pricing
Electric and Future Models
The Harley-Davidson LiveWire represented the company’s first serious venture into electric motorcycles. This groundbreaking model can accelerate from 0-60 mph in just 3 seconds while producing zero emissions.
Harley has since spun off LiveWire as its own brand to focus exclusively on electric mobility. Their plans include developing a full range of electric motorcycles at various price points.
Future innovations focus on sustainability without sacrificing the riding experience. The company is investing in:
- Battery technology improvements
- Charging infrastructure partnerships
- Lightweight materials
- Connected vehicle features
While competitors like Honda have diversified into many vehicle types, Harley-Davidson remains primarily focused on motorcycles, though they’re exploring electric bicycles and other personal mobility options to stay relevant in a changing market.
Brand and Community
Harley-Davidson has built one of the strongest brand identities in the world, powered by a loyal community of riders and enthusiasts. The company’s success extends far beyond just selling motorcycles—it has created a culture and lifestyle that people deeply connect with.
Riding Culture and Harley Owners Group
The Harley Owners Group (H.O.G.) was established in 1983. Since then, it has grown into one of the largest manufacturer-sponsored motorcycle clubs in the world. With over one million members, H.O.G. provides a structured way for Harley-Davidson riders to connect and share their passion.
Harley-Davidson dealers play a crucial role in building this community. They serve as gathering spots for local riders, hosting events, group rides, and technical workshops.
What makes the Harley community special is its shared identity. Riders often describe feeling like part of a family or brotherhood. Many members customize their bikes to express their personalities while still embracing the core Harley values.
Interestingly, Harley-Davidson acknowledges the community as the rightful owner of the brand. This approach has helped the company maintain authenticity and strong customer loyalty through changing times.
Harley-Davidson in Popular Media
The iconic status of Harley-Davidson extends well beyond motorcycle circles. The brand has become deeply embedded in American popular culture through movies, music, and fashion.
Classic films like “Easy Rider” cemented the Harley image as a symbol of freedom and rebellion. Meanwhile, TV shows such as “Sons of Anarchy” further popularized the Harley lifestyle, introducing it to new generations.
The company has leveraged this cultural significance through licensing of the Harley-Davidson logo, which accounts for almost 5 percent of the company’s net revenue. Harley merchandise—from clothing to home decor—allows non-riders to connect with the brand’s values.
Music has also embraced Harley culture, with countless songs referencing the distinctive rumble of a Harley engine. These cultural touchpoints have helped Harley-Davidson maintain its status as more than just a motorcycle—it’s an American icon.
Business Operations
Harley-Davidson maintains extensive global operations with dealerships across continents and manufacturing facilities strategically positioned to serve worldwide markets. The company’s business structure supports both production and sales through dedicated networks.
Global Network of Dealers
Harley-Davidson relies on a vast network of independently owned dealerships that serve as the primary point of contact for customers. These dealers do more than just sell motorcycles – they create community hubs for riders.
A typical Harley-Davidson Dealer offers:
- New and used motorcycle sales
- Parts and accessories
- Riding gear and apparel
- Service and maintenance
- Riding classes and events
The dealer network spans across six continents, making the iconic American brand accessible worldwide. Dealers often organize group rides and rallies that strengthen brand loyalty and create a sense of brotherhood among riders.
Site and Manufacturing Facilities
Harley-Davidson operates several manufacturing plants with its primary production facilities located in the United States. Their main manufacturing sites are strategically positioned to optimize their supply chain.
Key manufacturing locations include:
- York, Pennsylvania (vehicle operations)
- Menomonee Falls, Wisconsin (powertrain operations)
- Tomahawk, Wisconsin (component manufacturing)
The company has also established international manufacturing presence in countries like Brazil, India, and Thailand to better serve global markets and avoid import tariffs. Their operations management focuses on maintaining quality while achieving production efficiency.
Each facility specializes in specific production aspects, from engine manufacturing to final assembly and testing of complete motorcycles.
Digital Presence and Content
Harley-Davidson maintains a robust digital footprint across multiple online platforms, allowing fans and owners to connect with the brand. Their digital strategy focuses on building community and providing important information about their products while protecting user data.
Official Website and Digital Platforms
Harley-Davidson’s official website serves as the central hub for their digital presence. The site offers comprehensive information about motorcycles, parts, accessories, and the brand’s heritage.
Fans can also find Harley-Davidson on social media platforms like Facebook, Instagram, Twitter, and YouTube. The brand uses these channels to share content that resonates with motorcycle enthusiasts.
In 2021, Harley-Davidson launched H-D1 Marketplace, an online platform for buying and selling pre-owned Harley motorcycles. This digital initiative helps connect riders with trusted dealerships.
The company has also expanded its digital reach globally. In China, for example, they partnered with MADJOR to enhance their digital communication strategies in that market.
Privacy Policy and Data Management
Harley-Davidson takes user privacy seriously across all digital platforms. Their privacy policy clearly outlines how they collect, use, and protect personal data from website visitors and customers.
Users must provide consent before the company collects certain types of information. This transparent approach helps build trust with customers who share personal details when purchasing products or joining community programs.
The company also manages customer data for their fitness initiatives and rider communities. This information helps them create personalized experiences for Harley owners and enthusiasts.
Digital security measures protect user data across all of Harley-Davidson’s online properties. Regular updates to their privacy practices ensure compliance with changing regulations around the world.
