Executive Summary:

The paper throws light on Harley-Davidson which is a Motor Company based in American. It speaks of its early days, it’s development phases, the reason behind its downfall during the1950s and later how the company revived. The strategies it opted for in the process and the kind of effort under taken during its transformation phases has also been highlighted.  At the same time, the company has also been compared with the likes of Suzuki and Yamaha, Japanese giants that survived it.


Harley-Davidson Motor Company is an American manufacturer. It is based in Milwaukee, Wisconsin and was formerly called HDI. The Company is famous for selling heavyweight at least over 750 cc cars. They are specifically designed to address the specifics of driving on a highway. Harley Davidson motorcycles are popularly called as Harleys. They follow a unique and exquisite design. It was their unique customization which soon turned them into a household name. More specifically speaking, Harley Davidson brought in the chopper style of motorcycle with them.

It captivates a loyal brand community. Mere licensing of the Harley logo generates fiver percent of the total revenue of the company. It was around forty one million dollars in 2004. Harley Davidson provides a lot of motorcycle fleets for the American police fleets. Its in subsidizing began in 2003. Buell Motorcycle Company turned into a wholly-owned subsidiary of Harley-Davison. It was in 2003 only, that this organization marked and celebrated its 100th birthday.  In August 2008, it fended for another acquisition. It acquired the Italian motorcycle manufacturer the MV Augusta.

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