Harley-Davidson’
Legend of American Motorcycling

Harley-Davidson was founded in 1903 in Milwaukee, Wisconsin, USA, by William S. Harley and the Davidson brothers — Arthur, Walter, and William. What began in a small wooden shed grew into one of the most iconic motorcycle brands in the world, embodying freedom, rebellion, and American spirit.

Today, Harley-Davidson is a leading name in the premium cruiser and touring motorcycle market. While sales have declined in some Western markets in recent years, Harley remains a powerful heritage brand with deep cultural relevance.

Key Highlights:

• Listed on the NYSE (Ticker: HOG)
• Operates in over 100 countries
• HQ: Milwaukee, Wisconsin
• Product Focus: 350cc–1900cc motorcycles
• Competes with: Indian Motorcycle, Royal Enfield (in mid-weight), BMW, Ducati, Triumph

Harley’s product line is divided into categories catering to different riding styles:

• Cruiser : Softail, Street Bob, Fat Boy
• Sport : Sportster S, Nightster
• Electric : LiveWire ONE, S2 Del Mar
• 🇮🇳 India Mid-segment : X440 (in collaboration with Hero)
• Apparel/Gear X440 (in collaboration with Hero)

• Century-old legacy with deep cultural roots
• Heavyweight, loud, and bold motorcycle designs
• Massive community & club culture (H.O.G. – Harley Owners Group)
• V-twin engine sound & feel unmatched by competitors
• Customizability and after-market accessory range
• Lifestyle & fashion crossover appeal

• Freedom & Brotherhood: “Live to Ride, Ride to Live” culture
• H.O.G. (Harley Owners Group): Community events, rallies, loyalty
• Distinct Identity: Chrome, leather, loud pipes, Americana aesthetic
• Heritage & Nostalgia: Marketing focused on legacy, not speed
• Product Extensions: Apparel, footwear, model toys, coffee shops

• Hero MotoCorp (India) – Co-developed Harley X440 for Indian market
• LiveWire (Electric) – Spin-off brand for EV motorcycles
• Call of Duty, Fortnite – Virtual bike collabs
• Harley x Levi’s, Harley x Supreme – Lifestyle co-branded gear
• Custom Builders – Commissioned artists, e.g., Paul Jr. Designs

• Buell Motorcycles (1987) : - Performance-focused brand (divested in 2009)
• LiveWire (2021) : - Electric mobility spinoff brand
• H-D Certified Pre-Owned Program : - For resale and financing
• Global dealerships : - Owned/operated in key markets (Japan, UAE, Europe)

• Aging customer base : -
  New models like Pan America, Nightster, and X440 for younger riders
• Drop in U.S. sales : -
  Shifted focus to Asia and EU markets
• Electric vehicle disruption : -
  LiveWire launched as a standalone EV brand
• High prices in developing countries : -
  Hero-Harley JV for affordable motorcycles
• Image of exclusivity : -
  More urban models, women's riding gear, community events for beginners

Current & Future Plans:

• Asia-Centric Growth: India, Vietnam, Indonesia (through Hero and CBU units)
• LiveWire Electric Expansion: New models under $15K
• Women Rider Campaigns: Training schools & female-centric events
• Lifestyle Brand Push: Standalone Harley fashion stores, coffee lounges
• Adventure & Touring Line: Focus on bikes like Pan America 1250
• Harley App Ecosystem: Rides, navigation, community features

“Harley-Davidson” isn’t just a motorcycle. It’s a symbol of:

• Freedom
• Rebellion
• Brotherhood
• Grit & Mechanic Soul
• 🇺🇸 American Heritage/strong