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Hog heaven
More than a mode of transportation–
Harley-Davidson motorcycles are a one-of-a-kind ride
Three young, mechanically-minded men worked in a dingy 10-by-15-foot shed for years, tinkering with small engines and modified bicycle frames. They emerged from their Milwaukee workshop to test drive their finished product in 1903. Although the spindly prototype Harley-Davidson “power-cycle” lacked the power to climb even Milwaukee’s tame hills, subsequent models would come to define the American spirit and command droves of faithful followers.
The now world-known company operates out of a sophisticated 450,000 square-foot factory in Wauwatosa, as well as numerous extension factories in Tomahawk, Menomonee Falls, Franklin and throughout the country. Harley-Davidson corporate headquarters and sales offices, still located in Milwaukee, oversee a staff of more than 9,000 across the nation and around the world.
Across the country, a new segment of Americans are becoming motorcyclists and the activity is becoming integrated into the fabric of mainstream America. Motorcycle Industry Council president Tim Buche believes consumer confidence is on the rise and says a general trend has emerged toward people viewing motorcycles as viable transportation.
Individuals in the market for a motorcycle have a variety of options to choose from. Sporty brands like Yamaha, Honda and Kawasaki appeal to many seeking a fast ride. However, consumers looking for more than just speed may find that Harley-Davidson is unlike the rest.
Employees at the Wisconsin facilities build more than a collection of motorcycle parts––they distinguish the Harley-Davidson brand by creating an unforgettable riding experience. During its 100-year existence, the brand has cultivated a distinct image and lifestyle that appeals to both veteran riders and newcomers. The company accomplishes its mission to fulfill dreams through the experience of motorcycling by providing an expanding line of bikes, branded products and services in selected market segments.
“Several things set Harley-Davidson motorcycles apart from the competition,” says Claudia Lunde, event coordinator and administrative assistant for St. Croix Harley-Davidson in New Richmond. “They are made in the United States, they are a quality product and [are] reasonably priced. They reflect a lifestyle of freedom and a little rebellion. There are choices for all types of riders.”
Harley owners can customize their motorcycles. Each bike can adopt a unique look and personality that reflects the individuality of its owner.
“A Harley-Davidson machine seems to know it has a soul, and it intertwines with the rider––the rider is hopeless to resist it,” says Jack Supple, chairman of Carmichael Lynch, Harley-Davidson’s advertising agency. “A Harley-Davidson motorcycle … grabs the eyeballs and pounds the eardrums and pushes a wake of attitude in front of it. A Harley has presence,” Lynch says. “It is impossible to ignore.”
Harley owner Michele Nichols of Wisconsin Dells attests to this. She says it’s “the feeling of freedom and sunshine [and] wind in your face and hair,” that draws her to Harley. Even the motor’s distinctive rumble gets her blood pumping. “The sound Harleys make is such a rush,” she says.
Many of Harley’s extraordinarily loyal consumers enjoy not only the product itself but the community that Harley-Davidson has created, which values the entire experience of riding. The brand encapsulates all that is free, patriotic, individualistic and adventurous, and many bikers even choose to make Harley a permanent part of who they are by tattooing the company’s characteristic bar and shield logo onto their bodies.
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| open road: Hundreds of motorcycles line the streets as Harley enthusiasts celebrate. photo: Wis. Department of Tourism |
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interactive map: Wisconsin Harley-Davidson dealerships find contact information and links to dealerships around the state. |
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curb magazine 2005: balance for wisconsin's young professionals
