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Hog heaven
More than a mode of transportation– Harley-Davidson motorcycles are a one-of-a-kind ride

by christine sowinski

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.

The feeling of freedom all Harley riders experience is a bond that holds the diverse group together. Today’s Harley customers come from all walks of life, each with their own idea of what makes for great riding. They encompass a variety of professions and are from different cities and states, from small towns to large metropolitan cities.

“The typical Harley customer has transformed throughout the years. Today there is no typical [customer],” says Lunde. “Harley-Davidson customers are lawyers, doctors, car salesmen, welders [and] waitresses, from all income brackets, walks of life and status. But I think one thing connects them all––the feeling.”

That feeling binds together Harley riders with their shared spirit of adventure, taste for sensory overload and desire to cruise through the next bend in the road. Terry Doughty, owner of an Appleton Harley-Davidson dealership agrees.

“We are all individuals with a passion for motorcycles––Harley-Davidson motorcycles,” he says. His passion for motorcycles began in 1970 at age 17 when he purchased his first bike. He took a part-time job at a dealership four years later, and by 1980 he was a partial owner of the dealership. In 1998, he assumed sole ownership.

Doughty says he is fortunate to be able to make a living out of his passion for motorcycles. He is an example of how Harley-Davidson employees not only sell the products, but are also enthusiasts like the customers they serve.

Riders can look to any Wisconsin Harley dealerships to find unique parts and accessories to customize their bikes. The Sauk Prairie dealership is a good place to start. It is the largest, with more than 72,000 square feet to service, detail, store and sell Harley products.

Dealerships, however, are more than brick-and-mortar showrooms for motorcycles––they also serve as gathering places where riders and enthusiasts establish critical connections that bind the Harley-Davidson family together. Bob Herman, owner of the Fond du Lac dealership, makes a point to greet customers like family as they walk through the front door.

Herman’s dealership also holds special social events for its riders. Ladies Night, for example, showcased services meant to draw female clientele together—fashion shows, manicures and shopping.

Larger national events also draw riders together to share in the camaraderie their Harleys create. Sturgis, South Dakota’s annual five-day motorcycle rally is arguably the king of these events. The annual rally, which will celebrate its 66th anniversary in August 2006, drew over 525,000 motorcycling enthusiasts in 2005. It has included scheduled rides and musical performances by big-name artists like Tim McGraw and Toby Keith.

Riders also gather every year in Washington, D.C., to honor the country’s veterans at the Rolling Thunder Ride for Freedom.

Herman’s Ladies Night and Sturgis’ annual rally are not events that date back to Harley-Davidson’s early days as a motor on a bicycle in a tiny Wisconsin shed. But, while the modern events and facilities of today’s dealerships and factories have evolved to accommodate today’s riders, Harley’s history remains a source of pride for Harley employees and riders.

In 1903, William S. Harley and brothers Walter and Arthur Davidson turned a revolutionary idea into a successful company. Despite its meager beginnings in a small wooden shed, Harley-Davidson grew steadily during its first two decades. The company was strong enough by the 1930s to persevere during the Great Depression, and even supplied 100,000 motorcycles for the WWII effort. It survived product quality issues and increased foreign competition during the middle of the century.

Today, Harley-Davidson is more than a brand. Harley has created a lifestyle centered on the experience of riding a motorcycle. More than 1 million people from all corners of the globe convened in Milwaukee in 2003 to celebrate that lifestyle during Harley-Davidson’s centennial anniversary.

©curb magazine - winter 2005
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