I was born with gasoline in my veins and a crayon in each hand.
Willie G,
Former Harley-Davidson Creative Director,
grandson of a founder
From humble beginnings as makers of a bicycle for practical transportation to work, Harley-Davidson (H-D) products grew into the great American success story. This was mostly due to the family commitment, with multiple generations devoting their lives to the business. This plus the innovative design elements became the winning combination for creating a cultural phenomenon.
* Founded in 1902, according to Willie G (other sources list 1901 and 1903.)
* 1909 – 1,149 motorcycles were built
* USPS and police departments became major customers
In these early years, the Harley Davidson (H-D) mission statement was:
We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
H-Ds were marketed to families, with ads showcasing well dressed people with kids taking outings on H-D bikes. Ads also featured USPS mail deliverers on their bikes.
* WWI – the military became a major customer, buying 20,000 motorcycles
* 1920 – H-D built 28,189 units, making it the largest motorcycle manufacturer in the world, both in volume and in the size of its facilities
* 1933 – sales tripled after a new approach – using colored paint and graphics
* WWII – 90,000 motorcycles were sold to the military, shipped with a technical guide, repair kit, and lots of spare parts. H-D was awarded the EAward for Excellence twice.
After the war, those bikes went into army surplus. When many returning GI’s bought them and modified them, the “chopper” was birthed. The common image of a Harley rider changed from a well-dressed and cleancut family man to a wild outcast, a roaming outlaw who did wheelies and got in bar fights. Hollywood also damaged Harley’s image with outlaw biker gang films produced from the 1950s through the 1970s. In his book, Willie G briefly mentions the H-D counter culture, the “outlaw clubs”, such as the Booze Fighters, which he dubs “a drinking club with a riding problem”.
Willie G, the great grandson of an H-D founder, felt his legacy was to remake the organizational culture. In his memoir, Ride Free, he states:
* H-D customers pursue adventure and freedom
* We’re close to our customers who are all enthusiasts
* Passion and emotion are such an important part of what we do
* Our products have to look right, with mechanical beauty and simplicity
An artist by inclination, Willie G attended the Los Angeles Art Center, where he expanded his Midwestern perspective and observed the West Coast hot rod scene / designs. After returning to Milwaukee, he worked for a consulting design firm and moonlighted for H-D as a designer. He was quickly brought into H-D full time as the technical and creative guide, and tasked with designing a new logo, which is still in use. He spent decades leading the visioning / imaging aspect of the business, and was a force in creating the HD culture.
In 1987, H-D was dubbed an American Success Story, which Willie G attributes to blood, sweat and tears, and good old fashioned US ingenuity.
And by continually asking the questions:
* Who’s the customer?
* What’s the spirit of the bike?
* How does it relate to our heritage?
* How does it bring the heritage forward to create something new and exciting for the customer?
* How does it resonate with the current rider?
Willie G states a motorcycle is much more than transportation. It’s an extension of your personality and interests. It makes you feel good going down the road. His design team continually re-imagined H-D’s to fuel this emotional appeal of the “machine”.
Starting out as a “corporate guy,” Willie G morphed from traditional to Harley – with long hair and beard – and became a familiar face at rallies, races and rides. The “brotherhood” was so central to his life that his honeymoon was an H-D trip to a rally!
Building on the “unbreakable bond and brotherhood” of HOGs – Harley Owners’ Groups – he worked actively and tirelessly with clubs, fund raiser rides, events, memorabilia collections and a museum, and other “passion
fueled” activities.
He poured energy into events, and when the 85th anniversary celebration was a huge success, it became an every 5 year event. Ten years later at the 95th anniversary event, 100,000 enthusiasts celebrated together in
Milwaukee. In 1991, the first global rally was held, uniting HOGs all around the world.
Building on the “unbreakable bond and brotherhood” of HOGs – Harley Owners’ Groups – he worked actively and tirelessly with clubs, fund raiser rides, events, memorabilia collections and a museum, and other “passion
fueled” activities.
He poured energy into events, and when the 85th anniversary celebration was a huge success, it became an every 5 year event. Ten years later at the 95th anniversary event, 100,000 enthusiasts celebrated together in
Milwaukee. In 1991, the first global rally was held, uniting HOGs all around the world.
* 2020 – with over 9,000 employees, H-D built over 300,000 units, as well as selling a licensed line of clothing and accessories and operating H-D Cafes in various cities that showcase H-D biker memorabilia.
* 2023 – the vision statement was updated to:
Harley-Davidson’s mission is to fulfill dreams inspired by the passion of riders around the world.
REFLECT:
Would this vision motivate you as an employee?
Would it attract you as a customer?
APPLY:
Write a vision statement with emotional appeal.
Create an image to go with it.
Ride Free: A Memoir, Willie G Davidson, Simon &Schuster, 2023
