As one of two major American motorcycle manufacturers to survive the Great Depression (along with Indian), the company has survived numerous ownership arrangements, subsidiary arrangements (e.g., Aermacchi 1974-1978 and Buell 1987-2009), periods of poor economic health and product quality, as well as intense global competition — to become one of the world’s largest motorcycle manufacturers and an iconic brand widely known for its loyal following — with owner clubs and events worldwide as well as a company sponsored brand-focused museum.
Noted for a style of customization that gave rise to the chopper motorcycle style, Harley-Davidson traditionally marketed heavyweight, air-cooled cruiser motorcycles with engine displacements greater than 700 cm³ — and has broadened its offerings to include its more contemporary VRSC (2002) and middle-weight Street (2015) platforms.
Harley-Davidson manufactures its motorcycles at factories in York, Pennsylvania; Milwaukee, Wisconsin; Kansas City, Missouri; Manaus, Brazil; and Bawal, India — and markets its products worldwide.
According to a recent Harley-Davidson study, in 1987 half of all Harley riders were under age 35. Now, only 15 percent of Harley buyers are under 35, and as of 2005, the median age had risen to 46.7.
In 1987, the median household income of a Harley-Davidson rider was $38,000. By 1997, the median household income for those riders had more than doubled, to $83,000.
Harley-Davidson attracts a loyal brand community, with licensing of the Harley-Davidson logo accounting for almost 5 percent of the company’s net revenue ($41 million in 2004). Harley-Davidson supplies many American police forces with their motorcycle fleets.
Harley-Davidson motorcycles has long been associated with the sub-cultures of the biker, motorcycle clubs, and Outlaw motorcycle clubs.
