Harley Davidson:  Turning a brand into a way of life
The Harley Davidson brand is more than just a motorcycle or a mode of transport; it represents a way of life, a love of freedom, a badge of honor, and camaraderie and brotherhood both on and off the road.  It all began in a family garage in 1903 when a young William S. Harley and his friend, Arthur Davidson founded the brand that would carry their names around the world.  From the beginning they knew they were selling more than just a set of wheels.  The “Harley” experience is a lifestyle, a personality.  The brand appeals to people’s emotions and gives an added value of becoming part of the “Harley family.”

There aren’t many brands whose logo people are willing tattoo on their body.  The company has developed a variety of initiatives to promote loyalty amongst its customers, including free membership to local motorcycle groups, magazines, insurance and emergency services.   Still, other customer benefits include the development of a fashion line, Harley pens and a Harley Davidson credit card, amongst others.  The result is a company that generates exceptional loyalty and has turned itself into an icon, a cultural symbol and a social phenomenon.  Its mission “to fulfill dreams through the experience of motorcycling” has created the most powerful of all motorcycle brands, one that not only produces wealth but also generates more than 895,000 members worldwide who are united by a similar passion – to make Harley Davidson a way of life.