Harley-Davidson has become an iconic symbol of American culture and engineering. This legendary motorcycle brand has a rich history spanning over a century, from its humble beginnings to its status as a global powerhouse. The story of Harley-Davidson is one of innovation, perseverance, and a deep connection with riders worldwide.
This article explores the Harley-Davidson history, starting with its founders and tracing its journey to the present day. We'll look at the company's early growth, its ability to overcome challenges, and its evolution in the modern era. From the development of groundbreaking engines like the Panhead and Knucklehead to the creation of the Harley-Davidson Museum, we'll examine the key milestones that have shaped this American icon.
The Founding of an American Icon
The story of Harley-Davidson began in Milwaukee, Wisconsin, at the dawn of the 20th century. This iconic American brand has its roots in the friendship between two young men who shared a passion for mechanics and innovation.
William Harley and Arthur Davidson's partnership
William S. Harley and Arthur Davidson, childhood friends from Milwaukee, laid the foundation for what would become a global motorcycle empire. Their partnership started in 1901 when Harley, at the age of 20, drew up plans for a small engine designed to fit a regular bicycle frame. This initial concept sparked a collaboration that would change the landscape of American motorcycling.
Over the next two years, Harley and Davidson worked tirelessly on their motor-bicycle project. They utilized the machine shop at their friend Henry Melk's home on the north side of Milwaukee to bring their vision to life. Their dedication and shared enthusiasm for engineering drove them forward, despite the challenges they faced.
The first Harley-Davidson motorcycle
The duo's first attempt at creating a motorized bicycle was completed in 1903 with the help of Arthur's brother, Walter Davidson. However, upon testing their creation, they discovered it lacked the power to climb the hills around Milwaukee without pedal assistance. Rather than being discouraged, Harley and the Davidson brothers viewed this setback as a valuable learning experience.
Undeterred, they immediately began work on a new and improved machine. This second prototype featured a more powerful engine with a displacement of 24.74 cubic inches (405 cc) and 9.75-inch flywheels weighing 28 pounds. The new design incorporated an advanced loop-frame pattern similar to the 1903 Milwaukee Merkel motorcycle.
Establishing the company in Milwaukee
The development of their improved motorcycle took place in a modest 10 x 15-foot shed in the Davidson family's backyard. This small structure, located at the corner of 37th Street and Highland Boulevard in Milwaukee, would later become a symbol of the company's humble beginnings.
On September 8, 1904, the new Harley-Davidson prototype made its public debut at a Milwaukee motorcycle race held at State Fair Park. Edward Hildebrand rode the machine and secured a fourth-place finish, marking the first documented appearance of a Harley-Davidson motorcycle in competition.
The following year, in 1905, the fledgling company began producing complete motorcycles on a limited basis. Carl H. Lang, the first Harley-Davidson dealer, sold three of the five motorcycles built that year in Chicago. This initial success prompted the need for expansion, and in 1906, Harley and the Davidson brothers constructed their first factory on Chestnut Street (later renamed Juneau Avenue).
This 40 x 60-foot single-story wooden structure became the birthplace of Harley-Davidson's manufacturing legacy. In its first year of operation, the factory produced approximately 50 motorcycles, setting the stage for rapid growth in the coming years. The company's official incorporation followed on September 17, 1907, solidifying its position as a major player in the motorcycle industry.
Early Growth and Innovation
The early years of Harley-Davidson were marked by rapid growth and technological advancements. The company's commitment to innovation and quality quickly established it as a leader in the motorcycle industry.
Introduction of the V-twin engine
In 1907, Harley-Davidson unveiled a prototype model featuring a 45-degree V-Twin engine at the Chicago Automobile Show. This revolutionary design would become a hallmark of the brand. The first V-Twin engines displaced 53.68 cubic inches (880 cc) and produced about 7 horsepower, doubling the power of earlier single-cylinder models. With this new engine, Harley-Davidson motorcycles could reach speeds of up to 60 mph, a significant improvement over previous models.
The introduction of the V-Twin engine had a profound impact on Harley-Davidson's production and popularity. In 1908, the company produced 450 motorcycles. By 1909, that number had skyrocketed to 1,149 machines. The V-Twin engine's success led to its perfection in 1909, allowing Harley-Davidson motorcycles to achieve even higher speeds.
Expansion during World War I
The outbreak of World War I in 1914 presented both challenges and opportunities for Harley-Davidson. The company's involvement in the war effort played a crucial role in its growth and solidified its position as a major player in the motorcycle industry.
In 1917, when the United States entered the war, the military demanded motorcycles for various purposes. Harley-Davidson rose to the occasion, providing over 20,000 motorcycles to the U.S. military. This massive order represented about 50% of the company's total sales for that year. The motorcycles were used for a variety of tasks, including message delivery, reconnaissance, and medical support.
To meet the increased demand, Harley-Davidson expanded its production capabilities and established its first service school in Milwaukee to train Army mechanics. This expansion not only helped the war effort but also positioned the company for future growth.
The 'Wrecking Crew' racing team
While focusing on military contracts, Harley-Davidson also recognized the importance of marketing and brand promotion. In 1914, the company officially entered motorcycle racing by forming a team known as the "Wrecking Crew." This group of factory-supported riders would play a crucial role in establishing Harley-Davidson's reputation for performance and reliability.
The Wrecking Crew quickly made a name for themselves in national competitions. In 1915, Otto Walker, one of the team's star riders, won several major national events, including a first and second-place sweep at the prestigious Dodge City race. This victory, along with four other Harley-Davidson riders finishing in the top ten, was a significant achievement for the company.
The success of the Wrecking Crew had a profound impact on Harley-Davidson's sales and reputation. Their victories were heavily promoted in motorcycle publications across the country, helping to establish Harley-Davidson as a dominant force in motorcycle racing and further boosting the brand's popularity among enthusiasts.
Surviving Challenges and Evolving
The Great Depression era
The Great Depression posed a significant challenge to Harley-Davidson's survival. Before the stock market crash of 1929, the company was selling over 21,000 motorcycles annually. However, by 1933, sales plummeted to a mere 3,700 units. To combat this downturn, Harley-Davidson unveiled a unique motorcycle in 1934, incorporating Art Deco styling directly into the bike's body. These models, known as Flatheads, were intended to revive the company's fortunes, but they alone were not sufficient to overcome the economic crisis.
To ensure the company's survival, Harley-Davidson diversified its operations. They established powerplants based on the principles used in motorcycle engines. Additionally, they introduced a new three-wheeled delivery vehicle called the Servi-Car, designed to navigate the roughest dirt roads of the time. The Servi-Car proved so popular that it remained in production until 1973.
In a bold move to increase production, Harley-Davidson built a production line in Japan during the 1930s. However, as tensions rose leading up to World War II, the Sankyo Seiyako Corporation severed ties with Harley-Davidson. Despite this setback, the company continued to produce motorcycles under the Rikuo name, creating a subdivision of motorcycles in Japan closely related to Harley-Davidsons.
World War II production
When World War II broke out, Harley-Davidson was ready to support the war effort. The company sold approximately 90,000 motorcycles to the U.S. government and other Allied countries. The majority of motorcycles used in battle were Harley-Davidson WLAs, with the company producing around 70,000 units during the war.
The 1942 Harley-Davidson WLA motorcycle was specifically designed for military use. These 45-cubic-inch V-twins were painted in Olive Drab and fitted with special equipment for wartime purposes. Features included an ammo box, machine-gun scabbard, rear carrier, and special 'blackout lights' to avoid detection.
In addition to the WLA, Harley-Davidson also produced the XA motorcycle for the United States military. The XA was a rare model intended for desert use. It featured a horizontally opposed twin engine, similar to BMWs of the time, and incorporated a foot-shift transmission with a hand clutch. Only 1,000 XAs were built, and none saw service overseas.
Post-war boom and AMF ownership
After World War II, Harley-Davidson experienced a surge in popularity. The company's motorcycles became symbols of freedom and rebellion, with many returning servicemen seeking to own a Harley-Davidson like those they had ridden during the war. This led to a significant increase in sales and popularity for both the motorcycles and the company.
In 1948, Harley-Davidson introduced the Panhead engine, which became a game-changer for the company. Available in both 61 and 74 cubic inch versions, the Panhead engine boasted 60 horsepower and featured groundbreaking innovations such as aluminum cylinder heads and hydraulic valve lifters. These advancements revolutionized Harley-Davidson's valve train design and paved the way for continued success in the motorcycle industry.
Despite the post-war boom, Harley-Davidson faced financial difficulties in the late 1960s. To avoid closure, the company found a financial savior in American Machine and Foundry (AMF), a recreational sporting goods company. In 1969, AMF purchased the struggling Harley-Davidson, providing a much-needed lifeline to keep the iconic motorcycle brand alive.
Harley-Davidson in the Modern Era
The 1980s resurgence
The 1980s marked a turning point for Harley-Davidson. After facing financial difficulties and intense competition from Japanese manufacturers, the company experienced a remarkable resurgence. In 1981, a group of 13 investors led by Vaughn Beals and Willie G. Davidson purchased Harley-Davidson from AMF for $80 million. This new management team implemented crucial changes that would revitalize the iconic American brand.
The company focused on improving product quality, introducing new technologies, and adopting just-in-time inventory management. These operational improvements were coupled with a strategic move to seek tariff protection for large-displacement motorcycles. The Reagan administration granted these protections in 1983, giving Harley-Davidson the breathing room it needed to implement its new strategies.
Rather than mimicking popular Japanese designs, Harley-Davidson deliberately exploited the 'retro' appeal of its motorcycles. The company built machines that adopted the look and feel of their earlier bikes, tapping into the customization trends of the era. This approach resonated with riders who craved more than just transportation; they wanted a lifestyle that Harley-Davidson promised.
Expanding product lines
As part of its revival strategy, Harley-Davidson expanded its product lines to cater to diverse rider preferences. The company introduced the Softail series in 1984, featuring the innovative 'Sub Shock' cantilever-swingarm rear suspension design purchased from Missouri engineer Bill Davis. This new line, starting with the FXST Softail, became a significant addition to Harley-Davidson's lineup.
The company also developed specialized models for law enforcement, such as the FXRP, which was part of the Harley-Davidson police series. These sturdy, reliable motorcycles helped Harley-Davidson compete with Japanese manufacturers and demonstrate its continued relevance in the market.
In response to the potential loss of market share due to the aging of baby-boomers, Harley-Davidson diversified its offerings. The company briefly ventured into the luxury motorhome market by purchasing Holiday Rambler in 1986, although this division was later sold to Monaco Coach Corporation in 1996.
Embracing new technologies
As Harley-Davidson moved into the modern era, the company recognized the importance of embracing new technologies to stay competitive. The introduction of the Milwaukee-Eight engine in recent years has been a significant advancement, offering improved power, comfort, and efficiency for Harley-Davidson motorcycles.
The company has also made strides in electric motorcycle technology. In 2019, Harley-Davidson launched its first electric motorcycle, the LiveWire, which has since evolved into its own sub-brand. This move into the electric vehicle market demonstrates Harley-Davidson's commitment to innovation and adapting to changing consumer preferences.
Conclusion
Harley-Davidson's journey from its humble beginnings to its current status as a global motorcycle icon is a testament to its resilience and ability to adapt. The company's commitment to innovation, coupled with its deep-rooted connection to American culture, has allowed it to weather numerous challenges over the past century. From the introduction of groundbreaking engines to its expansion into new markets, Harley-Davidson has consistently evolved while staying true to its core values.
Looking ahead, Harley-Davidson continues to push boundaries in the motorcycle industry. Its venture into electric motorcycles and embrace of new technologies show its dedication to meeting the changing needs of riders. As the company moves forward, it remains a symbol of freedom, rebellion, and the American spirit, inspiring generations of enthusiasts around the world.
FAQs
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What is the origin story of Harley-Davidson?
Harley-Davidson was initially conceptualized as a sketch of a small engine by William S. Harley when he was just 20 years old. This engine, intended to be mounted on a pedal bike, evolved into a more ambitious project when Harley joined forces with his childhood friend, Arthur Davidson, to create a complete motorcycle. -
Who were the original founders of Harley-Davidson?
The founding team of Harley-Davidson included William Harley and the Davidson brothers—Arthur, Walter, and William A. Davidson. Together, they embarked on the journey to design and manufacture innovative motorcycles. -
Can you tell me about the Harley-Davidson Owners Group?
The Harley-Davidson Owners Group was established by Harley-Davidson in 1983 as a strategy to strengthen the bonds between the company and its enthusiasts. The initiative aimed to connect the widespread community of Harley fans, fostering a sense of unity and shared passion. -
Which company did Harley-Davidson merge with in 1969?
In 1969, Harley-Davidson was acquired by the American Machine and Foundry Company (AMF). This partnership lasted until 1981, when Vaughn Beals and a group of AMF executives bought back Harley-Davidson. During this period, the company benefited from protective tariffs and underwent significant improvements in motorcycle design, production processes, and facilities.