Changing Face of Harley Davidson

Harley-davidsonThe changing face of the Harley Davidson – from rebellion to museums

The Harley Davidson has been living a bit of an odd period in its life lately, with the brand’s 110th anniversary recently seeing it blessed by the Pope at a special celebration in Rome. It’s an interesting turn for a company once seen as being synonymous with rebellion and shifting attitudes.

It was once the case that the Harley Davidson motorcycle was the poster-bike for anti-authoritarianism, most reputably being the vehicle of choice for the notorious Hell’s Angels, a biker gang who trek the US and live an almost romantic life outside of the boundaries of normal society.

The bike has also been a force for rebellion in popular media, with films like Easy Rider and The Wild One making the Harley a symbol of the willful, violent freedom of the old America. Easy Rider, in particular, was a true rebellion in terms of cinema, with the anarchic tale of two Harley-driving freethinkers causing such a stir in Hollywood that it allowed a new, more youthful generation of filmmakers into the industry to experiment with the form. With the Harley at its epicenter, the American film industry was shaken to its very core.

The older audience of the Harley

And yet, now the Harley Davidson has moved on, cementing a reputation less as the tearaway’s bike of choice and more as a national treasure of a vehicle, reminding an increasingly ageing demographic of their glory days. Indeed, as the Harley Davidson has grown ever older, so too has its core market. The white, male and middle-aged customer has become the norm for the market, and Harley has followed suit with that well-known adage that we become more conservative as we get older. The main problem for the company is that this market, while flush with disposable income, already have bikes and, as they become older, will be forced to find newer and more sedate hobbies to satisfy them.

Cornering a new market

This is despite a number of new attempts by the company to broaden its core audience, with new designs such as the 883 Low providing a lighter and lower-to-the ground model for more petite female riders, and the V-Rod luring in the younger biker with more adrenaline-pumping performance in mind. While the jagged edges and heavy handling of the Harley are still the norm, their aesthetic has diversified to draw in new markets, and in the process has moved away from some of the romanticism attached to these bikes and the open road. But, while they may seem to be trying to move forward, Harley Davidson have clearly gained a certain amount of nostalgia over the years, opening a museum in 2008 which celebrates the bike’s long and controversial history with a wide selection of memorabilia, vintage vehicles and galleries that proudly wear the brand’s history like a badge.

It’s led to an interesting tension within Harley as it tries to keep its boomer fans hooked while still drawing in a wider crowd and, although sales for the bike are declining (reputable website Forbes reports that 247,625 were sold in 2012, a 30 per cent decrease over the past six years), the company remain in rude health. If their continued efforts to broaden their brand’s appeal succeed, there could be a new generation of riders to carry on the Harley torch.

Author: Dhmhtrhs Papadopoulos

Photo: under creative license – wiki

1 Comment

  1. Matthew Hauler

    The brand has definitely changed from what it once was to where it stands now. When I looked at the bikes they were very nice but you paid what I felt was premium for the HD name. I also felt the bikes rode very low and didn't provide a good field of vision for both the rider and cage drivers.

    The CEO of HD spoke at our company sales kick-off a few years ago and mentioned how much HD relied on customization for profitability. I wonder if shows like Sons of Anarchy are helping to drive customization or if they are seeing any uptick in sales related to the show.

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