Essay on General Mamaner

2919 Words Aug 20th, 2013 12 Pages
Harley-Davidson:

Preparing for the Next Century

English 3345 - Business Team #4:

Natalie Martell

Martha Martinez

Virginia Lopez

Myles Melendez

History, development, & growth: The birth of the Harley-Davidson legend began around the 1900’s, in a small shed in the Davidson family backyard in Milwaukee. What started out as an ambition for Walter Davidson, to be the best bicycle rider, turned out to be a step into a multimillion dollar business. William D., Walter, and Arthur Davidson, along with their long time friend William S. Harley, built their first motorcycle using the best available tools, which were their hands and brains. The Harley –Davidson Motor Company was put into motion in 1903 when they built
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The Harley motorcycle not only looked different, it sounded different. The growl of the Harley engine was, and still is, described as "a voice: a bassoprofundo thump that makes other motorcycles sound like sewing machines. (P. Reid, p. 5). By introducing larger and more powerful motorcycles, Harley- Davidson managed to remain profitable even though sales declined before World War II.

By the mid-1950s, Harley-Davidson became the undisputed leader of the motorcycle market. Its motorcycles were advertised in "biker" magazines and promoted mainly by word of mouth. Harley motorcycles were used by the U.S. military, highway patrol officers, the Hell's Angels, and Hollywood rebels, including actors James Dean and Marlon Brando. In the late 1950s, this roster expanded to include young "Elvis types" attracting dates with their Harley motorcycles. Given this customer base, the firm's advertisements often depicted leather-clad riders, military dispatch riders, or police officers on motorcycles. These advertisements cultivated an image of Harley motorcycles as tough because they were often associated with people who were willing to break the traditional mold or willing to live on the edge. The image reflected rugged individuality and the frontier spirit of the United States. Over time, the Harley motorcycle became a part of American iconography and was associated with the U.S. flag and the bald eagle, America's national symbol. This association

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