THE FOUNDERS |
Arthur Davidson |
Walter Davidson |
William S. Harley |
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The first Harley Davidson factory, set up in 1903 |
The Bar & Shield logo, introduced in 1910 |
The first bike to be produced, Serial#1 bike |
The birth of the legend took
place in 1903. It began in a 10'x15' shed located in the Davidson
familys Milwaukee backyard. It was made by the three
brothers - William D. Davidson, Walter Davidson, Arthur Davidson
and William S. Harley. The Harley-Davidson Motor Co. began its
journey in 1903, with three motorcycles being built using the
best available tools and their hands. Today it is well known as
"king of the road". In 1909, the company introduced the
V-Twin, an engine that remains the company's standard till this
day. The "Bar & Shield" logo waas introduced in
1910. During World War I, nearly 20,000 Harley-Davidson
Motorcycles were put into use by the U.S. military. In 1921, a
Harley became the first vehicle to win a race with an average
speed of over 100 miles per hour. It introduced the front brakes
as standard in 1928. During the depression of the 1930s only two
manufactured were able to survive, Harley-Davidson and Indian.
After the closure of Indian in 1953, Harley-Davidson was the sole
survivor in the American motorcycle industry. In the 1950s and
1960s the American "Motorcycle Culture" hit the bike
world. Black leather motorcycle jacket changed from a fashion
statement to a statement of lifestyle. In 1965, the company made
public stock offerings and ended the family ownership. During
this period there was an increase in the imports of cheaper
Japanese motorcycles, this led to a decline in Harley-Davidson
sales. But by 1986, the company had regained the top spot in the
American market, surpassing Honda Motorcycles. In the same year
it also returned to public ownership with a highly successful
stock offering which provided the capital for the company to
diversify. Harley-Davidson was hailed by President Reagan as an
"American success story." By the end of 1986,
Harley-Davidson had 47% of the super heavyweight market. By 1988,
market share was 54%; today it is 56%.
Demand for Harley-Davidson motorcycles is rapidly increasing in
Europe, Japan, Australia and other countries.