2. 2
Introduction
HARLEY-DAVIDSON is an American motorcycle manufacturer
Founded in the year 1903 by William S. Harley, Arthur Davidson ,
Walter Davidson
One of the major motorcycles manufacturers of America
The company sells heavyweight motorcycles , bike accessories
and apparels
Also known as HARLEY’s or H-D
3. 3
Type of company :- Public company
Traded as :- NYSE: HOG
Headquarters :- Milwaukee, Wisconain , United States
Key people :- Kieth E. Wandell , CEO
Products :- Motorcycles
Employees :- 6300 ( Dec , 2010 )
Website :- harley-davidson.com
7. History 7
In 1901, William s. Hurley drew up plans for a displacement engine
Completed the engine in 1903 , the first Harley engine was now a reality
In 1905 , small advertisements could be seen in “ Automobile trade journal
In 1906 , Harley and Davidson brothers build their first factory at chestnut
street
The years 1906 – 1911 saw expansion of production and new models
came up
By the year 1911 almost 150 makes of motorcycles came up
In the year 1913 , 3 new factories came up and the HARLEY as a brand
was shaping up
8. Some of the early models 8
Harley Davidson 1000cc
(1923)
Harley Davidson 1000cc
(1916)
Harley-Davidson 1200cc SV
(1931)
9. World war II 9
Due to the prevailing conditions of war sales of bikes increased drastically
Major sales were due to artillery vehicles for the U.S army
Shipments to the Soviet Union under the Lend-Lease program numbered at
least 30,000 .
The WLAs produced during all four years of war production generally have
1942 serial numbers.
Production of the WLA stopped at the end of World War II, but was resumed
from 1950 to 1952 for use in the Korean War .
The U.S. Army also asked Harley-Davidson to produce a new motorcycle with
many of the features of BMW's side-valve and shaft-driven R71.
10. Some artillery vehicles 10
Harley’s WLC (1943) Harley’s x71 (1944)
Canadian army copy of BMW’s R71
13. Models that made a difference 13
2001 883 sportster hugger
Hamburg police electra
guide
14. 14
2005 Dyna super glide
2002 softail heritage classic
15. H-D what they are known for …??
15
Harley’s bikes have a distinctive design and exhaust note
Known for heavy customization that gave rise to chopper style of bikes
Revolutionary V-twin engine and double barrel cylinder
They mix royality with street life giving shape to the “bikerzz culture “
The varied use of design and technology under the same hood
Cause of origin of the biker culture and sustains it till now
They need not relate to only world of bikes but also related to the world of
apparels
18. Present day scenario 18
Harley-Davidson still one of the biggest bike manufacturing companies
Net income US$ 146.5 Million (Dec, 2010)
Shaped Harley owner group ( HOG )
HOG is the largest factory sponsered motorcycle organisation in the world
Harley has now become the trade of bikers all over the world
Until you've been on a Harley-Davidson, you haven't been on a
motorcycle
19. Present major factories 19
York, Pennsylvania – Vehicle Operations: Manufacturing site for
Touring class, Softail, and custom vehicles.
Tomahawk, Wisconsin – Tomahawk Operations: Facility that
makes sidecars, saddlebags, windshields, and more.
Kansas City, Missouni– Vehicle and Powertrain Operations:
Manufacturing site of Sportster, VRSC, and other vehicles.
Menomonee Falls, Wisconsin – Pilgrim Road Powertrain
Operations plant, two types of tours.
Milwaukee, Wisconsin– Harley-Davidson Museum: Archive;
exhibits of people, products, culture and history; restaurant &
café; and museum store.
20. Marketing strategy 20
Harley Davison sustains a loyal brand community by clubs , events and
musuem
The brand Harley has become so big that in the year only its logo copyright
cost accounted for the 8 % of the company revenue
They associate themselves with many biker groups and clubs
There is also a Harley’s theme hotel in las vegas run and maintained by
H-D inc.
Many ad campaigns like “born to ride “ , “ ride to hell “ and many more
Live to Ride, Ride to Live
21. Association with celebrities 21
Many celebrities are associated with the brand Harley and some of
them are
Late. Elvis Presely Bill Clinton Arnold
Schwargzenneger
23. And the list continues…… 23
Robert Brown jr. Angelina jolie
24. Association with movies…
24
It’s a long list that starts with
Wild hogs Harley davidson and the
marlboro man
Tron the legacy
Werewolves on wheels
Terminator 2
Hells angels on wheel
Born to ride
Indiana jones
Top gun
Knight riders
33. Now lets see some latest models of
33
Harley Davidson
Road cruiser 2250 cc
SRT chopper 2009
34. Our views about the company 34
Incorporates style with technology
Cause of origin of bikers culture
Still holds and maintain the simplicity and classic design of the bikes
Gives the sense of freedom of expression by various customization
What we liked is the “ build your Harvey “ section on its website , which
allows site visitors and wanna be designers to build their own design
Mixes muscle with technology that gives a perfect blend of roaring power
and style
Still maintain the biker culture through many events and competitions
35. “And the legend rolls on“ 35
Thank you by :-
Anubhi Sharma
Kshitij Lau