Harley Davison

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Date Submitted: 09/11/2011 09:42 AM

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Harley Davidson

Kristina M Cuozzo

BUS620 Managerial Marketing

Paula Zobish


The Harley Davidson design carries a unique, time-honored definition at Harley-Davidson, America's oldest and most renowned motorcycle company. After all, a Harley-Davidson motorcycle is more than just a mode of transportation or ordinary product. It is an American icon that is much loved and recognized around the world. A part of the marketing plan is very unique in that some of their customers have even had the log of Harley Davidson tattooed on parts of their body.

These elements have been part of Harley design almost since the company's beginning in 1903. In the ensuing 93 years, the company has been building the things of which dreams are made - rumbling muscular machines that owners claim liberate and transform them as if by magic. If you join the Harley Owners Group (or becoming a H.O.G. member), it is not so much about buying a bike as having a unique recreational lifestyle.

Company Overview

In 1903 William Harley and Arthur Davidson made their first Harley motorcycle. They built this in a small shed. In the next year C.H. Land opened the first Harley-Davidson dealership in Chicago. This is where they sold the first 3 Harley’s that were ever made. The first factory was opened up in 1906 and in 1907 they doubled the size of the factory.

By 1920, Harley Davidson was known as the largest motorcycle manufacturer in the world. They had 2,000 dealers in 67 different countries. Then in 1953 one of their competitors, Hendee went out of business, thus making Harley Davidson the only manufacturer of heavyweight motorcycles.

Over the years Harley motorcycles have become an American Icon. (Pandora) They have numerous rallies all over the country. The biggest being held in Sturgis, South Dakota. This was started in 1938 by a motorcycle club. This is a legendary event that takes place every year in the summer.

In 1969 Harley merged with American Machine...