CHAPTER 1

Introduction

1|Page

Introduction

Harley-Davidson Inc, often abbreviated H-D or Harley, is an American m o t o r c y c l e manufacturer.

Founded in M i l w a u k e e , Wis c o n s i n during the first decade of the 20th century, it was one of two
major American motorcycle manufacturers (I n d i a n being the other) to survive the G r e a t
D e p r e s s i o n . Harley-Davidson also survived a period of poor q u a l i t y c o n t r o l and competition from
Japanese manufacturers.
From 1977 to 2014 the only motorcycles sold to the public under the Harley-Davidson brand have been
heavyweight motorcycles designed for highway cruising, with e n g i n e d i s p l a c e m e n t s greater than
700 cc. Harley-Davidson motorcycles, or "Harleys", are noted for the tradition of heavy customization that
gave rise to the c h o p p e r style of motorcycle. Except for the modern V R S C and Street model families,
current Harley-Davidson motorcycles reflect the styles of classic Harley designs.

Harley-Davidson sustains a large b r a n d c o m m u n i t y which keeps active through clubs, events and a
museum. Licensing of the Harley-Davidson brand and logo accounted for $40 million (0.8%) of the
company's net revenue in 2010.

Objective of study
2|Page

1. To study the difference in marketing strategies used by Harley Davidson with other motorcycle
manufacturing companies.
2. To study pricing strategies used by Harley Davidson and cause of its ever rising demand.
3. To study the impact of catchy taglines in increasing the sales of product.
4. To analyze for customers to chose Harley Davidson bikes despite high prices and least cost on
advertisement.
5. To study how the image and aura created by Harley Davidson helped them in their marketing of the
product.

Research methodology

3|Page

Research methodology used here was by the way of questionnaires to customers, direct interview from
officials working in Harley showroom in Delhi for the primary data, and matter collected from Wikipedia
and Harleys official website is taken to be as secondary data.

Limitations of the study

1. The questionnaire does not take into account the large population and varied choices of all the people so
study is small and concentrated.
2. Duration of study was not enough to study the changes in demand of product.
3. Size of market taken is very small.

4|Page

CHAPTER 2
Profile of Harley Davidson

Harley-Davidson, Inc. manufactures and sells heavyweight motorcycles as well as a line of motorcycle
parts, accessories, general merchandise and related services. It also provides wholesale and retail financing
and insurance programs primarily to Harley-Davidson dealers and customers. The company operates its
business through two segments: Motorcycles & Related Products and Financial Services. The
Motorcycles& Related Products segment designs, manufactures and sells at wholesale street-legal Harley5|Page

Davidson motorcycles as well as a line of motorcycle parts, accessories, general merchandise and related
services. The Financial Services segment consists of Harley-Davidson Financial Services, which provides
wholesale and retail financing and provides insurance and insurance-related programs primarily to HarleyDavidson dealers and their retail customers. Harley-Davidson was founded by William Sylvester Harley,
Arthur Davidson, Walter C. Davidson, Sr. and William A. Davidson in 1903 and is headquartered in
Milwaukee, WI

Board of Directors
Name/Title

Current Board Membership

Keith

E.

Wen d e l l , 6 4 C h a i r m a n ,
President & Chief Executive
Officer

JochenZeitz, 51Independent
Director

Richard

Dana

Holding

Davidson,

Corp.,

Inc.,

Harley-

Constellation

Brands, Inc.

Cobra Golf, Inc., Kering SA,

Vol c o m , I n c . , H a r l e y - D a v i d s o n ,
I n c . , Wil d e r n e s s H o l d i n g s L t d .

I.

Beattie, 74Lead

Independent Director

Simpson

Thacher&

Bartlett

L L P, M e m o r i a l S l o a n - K e t t e r i n g
Cancer
Struggles

Center,
Ven t u r e s ,

Heidrick&
National

Wom e n s L a w C e n t e r, M e m o r i a l
H o s p i t a l F o r C a n c e r & Al l i e d
Diseases,
Partners,

Inc.,
Inc.,

Evercore
Heidrick&

6|Page

Struggles

International,

Harley-Davidson,

Inc.,

Inc.,
New

Vis i o n s f o r P u b l i c S c h o o l s , I n c .

Norman

Thomas

Linebarger, 51Independent

The Cummins Foundation, Inc.,

Harley-Davidson, Inc., Energy
Systems

Director

Network,

Cummins,

Inc.

Chester Engineers, Inc., Mount

Ararat
George

L.

Miles, 72Independent Director

Community

Center,

Inc.,

Ac t i v i t y

H F F,

Inc.,

American International Group,

Inc., University of Pittsburgh,
UPMC

Health

System,

EQT

Corp., Harley-Davidson, Inc.

R.

John

NewZoom,

Inc.,

Harley-

Anderson, 63Independent

D a v i d s o n , I n c . , Tr u e R e l i g i o n

Director

Apparel, Inc.

James

Al b e r t

Norling, 72Independent

Davidson, Inc.

Director

George

S TATS C h i p PAC L t d . , H a r l e y -

H.

Ohio

Wes l e y a n

U n i v e r s i t y,

Conrades, 75Independent

H a r l e y - D a v i d s o n , I n c . , Ak a m a i

Director

Tec h n o l o g i e s ,

Inc.,

Pharmaceuticals,

Ironwood

Inc.,

Oracle
7|Page

Corp.

Michael

J.

Cave, 53Independent Director

Harley-Davidson, Inc., Private

E x p o r t F u n d i n g C o r p . , Ai r c a s t l e
Ltd.

CDW
Corp.,
Barry

K.

Allen, 65Independent Director

Corp.,

Wor l d

Tri a t h l o n

Harley-Davidson,

Inc.,

Provident Mutual Funds, Inc.,

FMI Funds, Inc., Boys & Girls
Clubs

of

Greater

Milwaukee,

Stream Global Services, Inc.,

Bell Canada, BCE, Inc.

Sara

L.

Kandu,

Inc.,

Levinson, 63Independent

Inc.,

Director

Macy's, Inc.

CMI

Marketing,

Harley-Davidson,

Inc.,

Transaction Summary Total Insider Purchases and Sales Reported to the SEC

Timeframe

Transactions

Shares
12,245

Last 3 Months

4 Purchases2 Sales
16,334
8|Page

107,840
Last 6 Months

16 Purchases8 Sales
107,554
260,129

Last 12 Months

31 Purchases54 Sales
300,336

In 1901, 20 year-old Wil l i a m S . H a r l e y drew up plans for a small engine with a d i s p l a c e m e n t of

7.07 cubic inches (116 cc) and four-inch (102 mm) f l y w h e e l s . The engine was designed for use in a
regular pedal-bicycle frame. Over the next two years, Harley and his childhood friend A r t h u r
D a v i d s o n worked on their m o t o r - b i c y c l e using the north side M i l w a u k e e machine shop at the
home of their friend, Henry Melk. It was finished in 1903 with the help of Arthur's brother, Walter
Davidson. Upon testing their power-cycle, Harley and the Davidson brothers found it unable to climb the
hills around Milwaukee without pedal assistance. They quickly wrote off their first motor-bicycle as a
valuable learning experiment.
Work immediately began on a new and improved second-generation machine. This first "real" HarleyDavidson motorcycle had a bigger engine of 24.74 cubic inches (405 cc) with 9.75 inches (25 cm)
flywheels weighing 28 lb (13 kg). The machine's advanced loop-frame pattern was similar to the 1903
Milwaukee Merkel motorcycle (designed by Joseph Merkel, later of F l y i n g M e r k e l fame). The bigger
engine and loop-frame design took it out of the motorized bicycle category and marked the path to future
motorcycle designs. The boys also received help with their bigger engine from outboard motor pioneer O l e
E v i n r u d e , who was then building gas engines of his own design for automotive use on Milwaukee's Lake
Street.

Great Depression

9|Page

The Great Depression began a few months after the introduction of their 45 cubic inch model. HarleyDavidson's sales fell from 21,000 in 1929 to 3,703 in 1933. Despite this, Harley-Davidson unveiled a new
line-up for 1934, which included a flathead with Art Deco styling.
In order to survive the remainder of the Depression, the company manufactured industrial power plants
based on their motorcycle engines. They also designed and built a three-wheeled delivery vehicle called
the Service-Car, which remained in production until 1973.
In the mid-1930s, Alfred Rich Child opened a production line in Japan with the
74 cubic inches (1,210 cc) VL. The Japanese license-holder, Sankyo Seiyako Corporation, severed its
business relations with Harley-Davidson in 1936 and continued manufacturing the VL under
the Rikuo name.

An 80 cubic inches (1,300 cc) flathead engine was added to the line in 1935, by which time the singlecylinder motorcycles had been discontinued.
In 1936, the 61E and 61EL models with the "Knucklehead" OHV engines was introduced. Valve
train problems in early Knucklehead engines required a redesign halfway through its first year of
production and retrofitting of the new valve train on earlier engines.
By 1937, all Harley-Davidson's flathead engines were equipped with dry-sump oil recirculation systems
similar to the one introduced in the "Knucklehead" OHV engine. The revised 74 cubic inches (1,210 cc) V
and VL models were renamed U and UL, the 80 cubic inches (1,300 cc) VH and VLH to be renamed UH
and ULH, and the 45 cubic inches (740 cc) R to be renamed W.
In 1941, the 74 cubic inches (1,210 cc) "Knucklehead" was introduced as the F and the FL. The 80 cubic
inches (1,300 cc) flathead UH and ULH models were discontinued after 1941, while the 74" U & UL
flathead models were produced up to 1948.
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W or l d War I
In 1917, the United States entered Wor l d War I and the military demanded motorcycles for the war
effort. Harleys had already been used by the military in the P a n c h o Vil l a E x p e d i t i o n but World War
I was the first time the motorcycle had been adopted for combat service. Harley-Davidson provided about
15,000 machines to the military forces during World War I.

World War II
One of only two American cycle manufacturers to survive the Great Depression,Harley-Davidson again
produced large numbers of motorcycles for the US Army inWorld War II and resumed civilian production
afterwards, producing a range of large V-twin motorcycles that were successful both on racetracks and for
private buyers.
Harley-Davidson, on the eve of World War II, was already supplying the Army with a military-specific
version of its 45 cubic inches (740 cc) WL line, called the WLA. The A in this case stood for "Army". Upon
the outbreak of war, the company, along with most other manufacturing enterprises, shifted to war work.
More than 90,000 military motorcycles, mostly WLAs and WLCs (the Canadian version) were produced,
many to be provided to allies. Harley-Davidson received two Army-Navy E Awards, one in 1943 and the
other in 1945, which were awarded for Excellence in Production.

11 | P a g e

M o t o rcy c l e e n g i n e s
The classic Harley-Davidson engines are V- t w i n e n g i n e s , each with a 45
angle between the cylinders. The c r a n k s h a f t has a single pin, and
both p i s t o n s are connected to this pin through their c o n n e c t i n g r o d s .
This 45 angle is covered under several U n i t e d S t a t e s p a t e n t s and is an engineering trade-off that
allows a large, high-torque engine in a relatively small space. It causes the cylinders to fire at uneven
intervals and produces the choppy "potato-potato" sound so strongly linked to the Harley-Davidson brand.
To simplify the engine and reduce costs, the V-twin ignition was designed to operate with a single set of
points and no distributor. This is known as a dual fire ignition system, causing both spark plugs to fire
regardless of which cylinder was on its compression stroke, with the other spark plug firing on its cylinder's
exhaust stroke, effectively "w a s t i n g a s p a r k ". The exhaust note is basically a throaty growling sound
with some popping. The 45 design of the engine thus creates a plug firing sequencing as such: The first
cylinder fires, the second (rear) cylinder fires 315 later, then there is a 405 gap until the first cylinder fires
again, giving the engine its unique sound.
Harley-Davidson has used various ignition systems throughout its history be it the early points and
condenser system, (Big Twin up to 1978 and Sportsters 1970 to 1978), magneto ignition system used on
1958 to 1969 Sportsters, early electronic with centrifugal mechanical advance weights, (all models 1978
and a half to 1979), or the late electronic with transistorized ignition control module, more familiarly
known as the black box or the brain, (all models 1980 to present).
Starting in 1995, the company introduced Electronic Fuel Injection (EFI) as an option for the 30th
anniversary edition E l e c t r a G l i d e . EFI became standard on all Harley-Davidson motorcycles, including
Sportsters, upon the introduction of the 2007 product line.
In 1991, Harley-Davidson began to participate in the Sound Quality Working Group, founded by Orfield
Labs, Bruel and Kjaer, T E A C , Yam a h a , S e n n h e i s e r , SMS and Cortex. This was the nation's first
group to share research on psychological acoustics. Later that year, Harley-Davidson participated in a series
of sound quality studies at Orfield Labs, based on recordings taken at the Tal l a d e g a S u p e r s p e e d w a y ,
with the objective to lower the sound level for EU standards while analytically capturing the "Harley
Sound. This research resulted in the bikes that were introduced in compliance with EU standards for 1998.
12 | P a g e

On February 1, 1994, the company filed a s o u n d t r a d e m a r k application for the distinctive sound of the
Harley-Davidson motorcycle engine: "The mark consists of the exhaust sound of applicant's motorcycles,
produced by V-twin, common crankpin motorcycle engines when the goods are in use". Nine of HarleyDavidson's competitors filed comments opposing the application, arguing that cruiser-style motorcycles of
various brands use a single-crankpin V-twin engine which produce a similar sound. These objections were
followed by litigation. In June 2000, the company dropped efforts to federally register its trademark.

M o d e l f a mi l i e s
Modern Harley-branded motorcycles fall into one of six model families: Touring, Softail, Dyna, Sportster,
Vrod and Street. These model families are distinguished by the frame, engine, suspension, and other
characteristics.

Touring

Hamburg Police Electra Glide

The touring family, also known as "dressers", includes Road King, Road Glide, Street Glide and Electra
Glide models offered in various trim. The Road Kings have a "retro cruiser" appearance and are equipped
with a large clear windshield. Road Kings are reminiscent of big-twin models from the 1940s and 1950s.
Electra Glides can be identified by their full front fairings. Most Electra Glides sport a fork-mounted fairing
referred to as the "Batwing" due to its unmistakable shape. The Road Glide and Road Glide Ultra Classic
have a frame-mounted fairing, referred to as the "Shark nose". The Shark nose includes a unique, dual front
headlight.
13 | P a g e

Touring models are distinguishable by their large saddlebags, rear coil-over air suspension and are the only
models to offer full fairings with radios and CBs. All touring models use the same frame, first introduced
with a Shovelhead motor in 1980, and carried forward with only modest upgrades until 2009, when it was
extensively redesigned. The frame is distinguished by the location of the steering head in front of the forks
and was the first H-D frame to rubber mount the drive train to isolate the rider from the vibration of the big
V-twin.

Softail

2002 Softail Heritage Classic.

These big-twin motorcycles capitalize on Harley's strong value on tradition. With the rear-wheel suspension
hidden under the transmission, they are visually similar to the "hardtail" choppers popular in the 1960s and
1970s, as well as from their own earlier history. In keeping with that tradition, Harley offers Softail models
with "Springer" front ends and "Heritage" styling that incorporate design cues from throughout their
history.

Dyna

14 | P a g e

2005 Dyna Super Glide Custom.

Dyna-frame motorcycles were developed in the 1980s and early 1990s and debuted in the 1991 model year
with the FXDB Sturgis offered in limited edition quantities. In 1992 the line continued with the limited
edition FXDB Daytona and a production model FXD Super Glide. The new DYNA frame featured big-twin
engines and traditional styling. They can be distinguished from the Softail by the traditional coil-over
suspension that connects the swingarm to the frame, and from the Sportster by their larger engines. On
these models, the transmission also houses the engine's oil reservoir.

Sportster

2003 Harley-Davidson XL1200 Custom Anniversary Edition

Introduced in 1957, the Sportster family were conceived as racing motorcycles, and were popular on dirt
and flat-track race courses through the 1960s and 1970s. Smaller and lighter than the other Harley models,
contemporary Sportsters make use of 883 cc or 1,200 cc Evolution engines and, though often modified,
remain similar in appearance to their racing ancestors.

15 | P a g e

Up until the 2003 model year, the engine on the Sportster was rigidly mounted to the frame. The 2004
Sportster received a new frame accommodating a rubber-mounted engine. This made the bike heavier and
reduced the available lean angle, while it reduced the amount of vibration transmitted to the frame and the
rider, providing a smoother ride for rider and passenger

VRSC

V-Rod
Introduced in 2001, the VRSC family bears little resemblance to Harley's more traditional lineup.
Competing against Japanese and American muscle bikes in the upcoming power cruiser segment, the "VRod" makes use of an engine developed jointly with Porsche that, for the first time in Harley history,
incorporates overhead cams and liquid cooling. The V-Rod is visually distinctive, easily identified by the
60-degree V-Twin engine, the radiator and the hydro formed frame members that support the round-topped
air cleaner cover. The VRSC platform was also used for factory drag-racing motorcycles.

16 | P a g e

Street
The Street, Harley Davidson's newest platform and their first all new platform in thirteen years, was
designed to appeal to younger riders looking for a lighter bike. The Street 750 model was launched in India
at the 2014 Indian Auto Expo, Delhi-NCR on 5 February 2014. The Street 750 weighs 218 kg and has a
ground clearance of 144 mm giving it the lowest weight and the highest ground clearance of HarleyDavidson motorcycles currently available
The Street 750 uses an all-new, liquid-cooled, 60 V-twin engine called the Revolution X. In the Street 750,
the engine displaces 749 cc (45.7 cu in) and produces 65 Nm at 4,000 rpm. A six speed transmission is
used.
The Street 750 and the smaller-displacement Street 500 will be available in late 2014. Street series
motorcycles for the North American market will be built in Harley-Davidson's Kansas City, Missouri
plant, while those for other markets around the world will be assembled in their plant in Bawal, India.

C u s t o m Veh i c l e O p e r a t i o n s
Custom Vehicle Operations (CVO) is a team within Harley-Davidson that produces limited-edition
customizations of Harley's stock models. Every year since 1999, the team has selected two to five of the
company's base models and added higher-displacement engines, performance upgrades, special-edition
paint jobs, more chromed or accented components, audio system upgrades, and electronic accessories to
create high-dollar, premium-quality customizations for the f a c t o r y c u s t o m market. The models most
commonly upgraded in such a fashion are the Ultra Classic Electra Glide, which has been selected for CVO
treatment every year from 2006 to the present, and the Road King, which was selected in 2002, 2003, 2007,
and 2008. The Dyna, Softail, and VRSC families have also been selected for CVO customization.

17 | P a g e

B r a n d c u l t u re
According to a recent Harley-Davidson study, in 1987 half of all Harley riders were under age 35. Now,
only 15% of Harley buyers are under 35, and as of 2005, the m e d i a n age had risen to 46.7.
The income of the average Harley-Davidson rider has risen, as well. In 1987, the m e d i a n household
income of a Harley-Davidson rider was $38,000. By 1997, the m e d i a n h o u s e h o l d i n c o m e for those
riders had more than doubled, to $83,000.
Harley-Davidson attracts a loyal b r a n d c o m m u n i t y , with licensing of the Harley-Davidson logo
accounting for almost 5% of the company's net revenue ($41 million in 2004). Harley-Davidson supplies
many American police forces with their motorcycle fleets.
Harley-Davidson motorcycles have long been associated with the sub-cultures of the b i k e r , m o t o r c y c l e
c l u b s , and O u t l a w m o t o r c y c l e c l u b s , o r o n e p e r c e n t e r s .

Harley Owners Group (HOG)

Harley-Davidson established the Harley Owners Group (HOG) in 1983 to build on the loyalty of HarleyDavidson enthusiasts as a means to promote a lifestyle alongside its products. The HOG also opened new
revenue streams for the company, with the production of tie-in merchandise offered to club members,
numbering more than one million. Other motorcycle brands, [138] and other and consumer brands outside
motorcycling, have also tried to create factory-sponsored community marketing clubs of their own.
[139]

HOG members typically spend 30% more than other Harley owners, on such items as clothing and

Harley-Davidson-sponsored events.[140]
In 1991, HOG went international, with the first official European HOG Rally in Cheltenham,
England. Today, more than one million members and more than 1400 chapters worldwide make HOG the
largest factory-sponsored motorcycle organization in the world.

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HOG benefits include organized group rides, exclusive products and product discounts, insurance
discounts, and the Hog Tales newsletter. A one year full membership is included with the purchase of a
new, unregistered Harley-Davidson.
In 2008, HOG celebrated its 25th anniversary in conjunction with the Harley 105th in Milwaukee,
Wisconsin.
3rd Southern HOG Rally set to bring together largest gathering of Harley-Davidson owners in South India.
More than 600 Harley-Davidson Owners expected to ride to Hyderabad from across 13 HOG Chapters

L a b o r H a l l o f F a me
William S. Harley, Arthur Davidson, William A. Davidson and Walter Davidson, Sr. were inducted into
the L a b o r H a l l o f F a m e for their accomplishments for the H-D company and its workforce.

19 | P a g e

Hummer/American Lightweight
Model

Engine

Years

Model

125 cc two-

1948 Copy of DKW RT 125 given to Harley-Davidson as war reparations.

125

stroke single

1952

Model

165 cc

165

stroke single

Hummer

Super 10

Topper

Ranger

Pacer

Scat

125 cc

two- 1953

two- 1955

stroke single

165 cc

two-

stroke single
175 cc

Redesigned "B" engine with the old 125 cc capacity. Extremely basic
specification: no battery, horn operated by rubber bulb, no turn
signals, no brake light. Last 125 cc American Lightweight.

1961

engine.

1965

1962

variable transmission, but no engine fan.

Off-road motorcycle without lights or front fender. Extremely low
gearing. Made one year only.

two- 1962 175 cc replacement for the Super 10. A new frame with rear

stroke single
175 cc

Replacement for the Model 125, with larger engine.

two- 1960 Scooter with fiberglass body, pull-start "B" engine, and continuously

stroke single
165 cc

1959

More than ten thousand were sold in the first year of production.

two- 1960 Replaced Model 165 and Hummer, used 165 cc version of the "B"

stroke single
165 cc

1959

Notes

1965

suspension was introduced in 1963.

two- 1962 Dual-purpose motorcycle based on the Pacer. The Ranger's low

stroke single

1965

gearing was optional. Was switched to the sprung frame along with
20 | P a g e

the Pacer in 1963.

175 cc

Bobcat

two-

stroke single

Last American Lightweight, made one year only. Only American

1966

Lightweight made with a standard dual seat. One-piece ABS resin

bodywork covered the tank and rear tyre and supported the seat.

Aermacchis sold as Harley-Davidsons

Aermacchi motorcycles sold in US with Harley-Davidson badging.

Model

Engine

Years

Notes

Sprint

250 cc OHC single

19611968 Sold in "C" and "H" versions.

19651966

M-50,

M-

50 Sport

50 cc two-stroke single

(M-50)
1966

(M-

50 Sport)
M-65,

M-

65 Sport

Rapido

Baja 100

SX-350

Urban commuter bikes. M-50 was a single-seat stepthrough, M-50 Sport had a conventional gas tank and a
dual seat.

65 cc two-stroke single 19671972 Enlarged versions of M-50s.

125 cc

two-stroke

single
100 cc

two-stroke

single
344 cc
OHC single

four-stroke

19681972

19691972 Off-road

19711974

Sprint with larger engine. Up to 1972 kick start, 4

speeds, 6 volts

21 | P a g e

SS-350

SS-350

344 cc

four-stroke

single
350 cc

two-stroke

single

19731974 Primary and electric start, 5 speeds, 12 volts

19751978 Two-stroke replacement for the four stroke SS350

Touring

Model
FL Hydra
Glide
FL

Duo

Glide

FLH
Electra
Glide

Engine

1,200 cc

1,200 cc

Years
1949
1957
1958
1964

1,200 cc (1965
1980),

1965

1,340 cc (1978 1993

1993)

Notes

Discontinued after nine years in production.

Discontinued after seven years in production.

Fitted with the Panhead engine in the first year of production with
an electric start, the Shovelhead engine in the second year of
production, and the Evolution engine after 18 years in production.

FLHS
Electra
Glide

1,340 cc

Sport
FLT Tour 1,340 cc

1980

Introduced a new touring frame with rubber-mounted engine, five

Glide

1996

speed transmission, steering geometry with a low rake angle and

the fork mounted behind the headset. The Tour Glide had a frame22 | P a g e

mounted fairing.
Introduced an updated frame mounted Tour Glide fairing. 1998
was the only year the Road Glide was offered with the 1340

1,340cc(1998)
1,450cc
FLTR/I
Road
Glide

carburetted power plant. 1998-1999 these came standard with the

(1999-

Ultra Electra Glide electrical system allowing plug and play

2010)
1,550cc

(2010- 1998

present)

present

(1,690cc

&

additions and communications. 2000 the factory began using the

electrical system off the Electra Glide Classic with expensive
upgrades available and communications upgrades required the
radio be returned to the factory. The Road Glide has become the

1,800cc on CVO

preferred touring model for customizing but started off with slow

only)

sales and was never available in every country that offered the
Electra Glide series.

FLHT
Electra

1,340 cc

1983

Glide
1,450cc

(2006-

1,550cc

Street

present)

Glide

(1,690cc

and a "Batwing" fork-mounted fairing.

Introduced in 2006. A 'stripped down' version of the Electra Glide,

2010)
FLHX

An updated version of the Electra Glide with the Tour Glide frame

the Street Glide is mechanically identical to the Electra Glide

(2010-

2006
present

&1,800cc

on

CVO only)

series machines but comes with a chopped down windscreen, no

front fender trim, no Tour Pack, and a lower rear air-adjustable
suspension. The Street Glide still retains all of the creature
comforts of the Electra Glide bikes such as a Harmon Kardon
sound system, cruise control, and optional ABS and security.

Small twins (Model W / 45 / K-series / Sportster)

Model

Engine

Years

Notes

Model W

584 cc flathead flat- 19191923 First of two H-D flat-twin motorcycle designs put
23 | P a g e

into production, first H-D flathead motorcycle.

twin

D-series (45 solo)

R-series (45 solo: R,

RL, RLD,)

The fork was atrailing link design.

First H-D 45 cubic inch motorcycle, first H-D

739 cc flathead

19291932

739 cc flathead

19321936 Second series of 45 solo

flathead V-twin motorcycle.

Recirculating oil system introduced on all H-D

W-series (45 solo: W,

WL, WLA, WLC, 739 cc flathead

19371952

WLD, WR)

engines in 1936, R became W to denote this.

WLA and WLC were military models, WR was a
racing model

19321936
(R-series
engine)
Servi-Car

739 cc flathead

Discontinued after 42 years in production. From

1964, the first Harley-Davidson to receive

19371973 electric starting.[1]

(W-series
engine)
Last 45 street solo, all-new engine, first civilian

Model K and KK

750 cc flathead

19521953

Model KR

750 cc flathead

19531969 Racing Only

Model KH and KHK 888 cc flathead

XL, Ironhead

883 cc,
1,000 cc

H-D with rear suspension

19541956 KH-series: K series, same bore but longer stroke.

19571985 The first year of Sportster, a development of the

(1972
KH with overhead-valve engines and cast iron
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heads. The engine was updated after 29 years.[2]

1985)

XR-750

750 cc

19701985

Overhead-valve engines, iron heads (1970

1971), alloy heads (19721985)
Discontinued after two years in production,

XLCR

1,000 cc

19771978

overhead-valve engines, iron heads, solo seats,

snake exhaust, also includes reverse shifting
pedal, and rear pegs.

XR1000

1,000 cc

19831984

883 cc,
XL, Evolution

1,100 cc

(1986

1987),

Street model using XR racing cylinder head and

other XR engine parts.

The first year of the new Sportster to have

1986

the Evolution overhead-valve

engine,

alloy

heads, (known to many as the "Evo")

1,200 cc (1988)

A "baby" version of the popular 1,200 cc

XL883N, Iron

883 cc

2009

Nightster, it comes with more black and cast

wheels.

FX/FXR/FXD/FLD/Dyna
Model

Engine

Super Glide FX 1,200 cc

FXE FXD

(19711980),

Years

Notes

1971

First custom ever designed by Willie G. Davidson for the

Super Glide family series.

1,340 cc
(19791998),
1,450 cc
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(19992005),
1,584 cc
(2007)
1,200 cc
(19771980),
1,340 cc
(19791998),
Low Rider FXS 1,450 cc
FXDL

19772009,

(19992006), 2014.5
1,584 cc

Second custom designed for the Dyna Glide family series.

2014 mid-year return of the Lowrider after 3 model years
hiatus.

(20072009),
1,690 cc
(2014.5)
1,200 cc
(19791980),
Fat Bob FXEF 1,340 cc
FXDF

19791986, Discontinued after seven years in production. 2012 sees

(19791986), 2008

the introduction of new 103ci engine

1,584 cc
(2008)
1,340 cc
(19801986),
1,340 cc
Wide

Glide (19931998), 19801986,

FXSB FXDWG

1,450 cc
(19992006),

1993

Featured extended 41mm forks, a 21" front wheel,

forward foot controls, and the 1980 model only featured a
flame paint job.

1,584 cc
(2007)

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Sturgis FXB

Super

Glide

II

FXR
Sport

19801982, 1st production Harley-Davidson to feature a belt final

1,340 cc

Glide

FXRS
Low Glide

1991

drive as well as a belt primary drive.

1,340 cc

19821985

Discontinued after three years in production.

1,340 cc

19841993

Discontinued after nine years in production.

1,340 cc

19841985

Discontinued after two years in production.

1,450 cc
(2006),
Street Bob FXDB

1,584 cc
(20072013),

2006

First "Dark Custom" designed for the Dyna Glide family

series.

1,690 cc
(2014)

Switchback FLD

103

cu.

(1,690 cc)

in.

2012

Quick attach/detach saddlebags and windshield (for

touring or cruising)

Model
Softail
Heritage
Softail
Springer

Engine

Years

Notes

1984? First model in the Softail series.

1986

Second entry in the Softail family.

1988-

The third version of the Softail series sporting the retro Springer
27 | P a g e

Softail

2006

Fat Boy

19901995

Bad Boy

1997

Softail

1998-

Standard

Softail Deuce

1999
2007
1999

Night Train

2009

Softail Deluxe

Softail Custom

Cross Bones

Rocker

frontend.

and

2005
2006
2010
2008
2011
2008

Rocker C

2011

Fat Boy Lo

2010

Blackline

2011

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2013

Softail Slim

103

in

(1690 cc)
103

Breakout

cu

cu

(1690 cc)

in

2012

The 2012 Softail Slim FLS blends raw, minimalistic 1940s

bobber styling with up-to-date old school minimalism.

2013

Military
Model

Engine

Years

Notes

1940
WLA

45 cu in (740 cc)

1945,

WLA was the U.S. Army version of civilian WL; WLC was the

1949-

Canadian Army version

1952
Tactical motorcycle for desert warfare. Based heavily
XA

45 cu in
(740 cc) flat-twin

on BMW and Zndapp designs. Featured a flat-twin engine

circa 1942 with a longitudinal crankshaft, a gearshift pedal, shaft drive, and
plunger rear suspension. Approximately 1000 produced for
testing. Not used in combat nor ordered in volume.

MT350 Rotax
E

1993

348 cc OHC single 2000

A development of the Armstrong MT500 dual-purpose military

motorcycle.

S.W.O.T. analysis
29 | P a g e

Strengths
There is approximately 70% market share in relation to the market for heavyweight motorcycles.
Has its operation in the manufacture of motorcycles, and is also active in providing financial services.
The only American brand manufacturers of heavyweight motorcycles.
Has a strong brand and is well established in the consumers mind with the image of freedom and
strength.
BRAC (Buell Riders Adventure Group), formed to support the brand and engage customers leverage their
standard of fidelity.
Custom Motorcycles is a significant amount of revenue for Harley Davidson.
Excellent relationship with the supplier, so that the integrity of the work and performance is achieved
without the expense of quality.
Strong image with respect to the goodwill of the factors (the company has its employees to join with
communities to lend a hand.)
Strong and durable long-term relationship with employees.
The company admits SNBC (Breast Cancer Network of Strength).
It is also compatible with the MDA (Muscular Dystrophy Association) and has done so in many ways
helped the association with regard to research and development, providing financial resources.
Strong marketing and distribution channel in the U.S.
Enlisted in the Fortune 500.

30 | P a g e

 Customer loyalty first and foremost strength of the company (Once a customer buys a motorcycle, jacket,
scarf, etc become a part of it).

Opportunities
The demand for Harley Davidson is the highest in Europe on the international market.
It must market their products more competitive, especially in the European market.
India is a large untapped market for motorcycle too.
Women and young people are more inclined to ride a bike.
International market for bicycles is much larger than the U.S. market.
Customer value parts in the international market.
Even in regions where the economy is at a low level, Harley may take the opportunity by the thought of
customers in that situation; a bicycle is a cheaper way to travel, which would be favourable for the Harley.

Threats
Capacity constraints and supply shortages have anticipated the loss in recent years.
The average age of purchase according to an investigation of 42 years old and growing.
Increased environmental regulations.
Increased standards in the European market.
Some of the competitors of the company is using more resources in marketing their product line
(bicycles) and is a threat because it can change your risk factor for having diversified product line.
Buell Division should continue under the umbrella of Harley.
Because of the low cost of making a bike and the higher profit margin, it is clear that more competition
can participate, especially those already in the car manufacturing market.
31 | P a g e

 They are charging high Price from customers.

Loss of market share steadily, especially in the European market.
Analyze future production needs heavyweight bike is weak, because the required production quantity is
not met.
Poor marketing techniques that is not attracting new customers in the international market.
Many people also fear of being classified as hooliganism in society if they started cycling.
Opportunities
The demand for Harley Davidson is the highest in Europe on the international market.

CHAPTER 3
32 | P a g e

Analysis and Interpretation

The following data was collected from various respondents who like 900cc and above motorcycles at
random. These respondents have some knowledge about the Harley Davidson products.

Sample size
The sample size taken here is 50.Theese people were chosen from random locations in Delhi .\

Analysis
Q1 which 900cc and above bike is preferred by you?
Name of Motorcycle

Frequency

Harley Davidson

30

Triumph

10

Indian

Suzuki Intruder

5
33 | P a g e

People's liking of bike

30
25
20

frequency

15
10
5
0
Harley Davidson

Indian

It is evident from the reports that Harley Davidson is the most preferred bike among the given bikes maybe
due to its promotion technique.
Q2 Whats the preferable price range of Harley bikes?
Price range (in lacs)

Frequency

5-10

10

10-20

20

20-30

13

30-40

34 | P a g e

prefferred price range

10

5-10
10-20
20-30

13
20

30-40

People prefer bikes from price range 10 lacs to 20 lacs as it is the best in this range which is both
economical and value for money.

Q3 How many people you know own a Harley?

People you know

Frequency

0-5

21

5-10

14

10-15

12

More than 15

35 | P a g e

ferquency
25
20
15
10
5
0

ferquency

This shows that many people buy Harley bikes in groups.

Q4 What do you like the most about Harley?

Services by Harley

Frequency

Customisation

12

Design

18

HOG

All of the above

11

36 | P a g e

Frequency
11

12

Customization
Design
HOG
All of the above

9
18

The Harley Design seems to be the reason for its popularity and its growth in sales.

Q5 What type of Harley you like?

Model Name

Frequency

Softtail

14

Army

Touring

21

Dyna

12

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People's favourite Harley

Softail

12

14

Army
3

21

Touring
Dyna

Touring Harleys are the most popular kind in all the Harleys.

Q6 How do you got to know about it?

Source of information

Frequency

Friends

13

Internet

HOG

20

Touring Groups

12

38 | P a g e

frequency
25
20
15

frequency

10
5
0
Friends

Internet

HOG

Touring groups

HOG activities and product keep Harley bikes popular, followed by mouth publicity then the touring
groups.

Interpretation
From the above data it can be interpreted that Harley bikes are the most popular 900cc and above bikes
mainly due to its design and Harley owners group. Maybe the price is well above the normal price but still
its value for money. The image created by Harley has helped it to retain its market share and market
standing.

39 | P a g e

CHAPTER4
Conclusion and Recommendation

Conclusions
From the above analysis it can be concluded:

I.

Marketing strategies used by Harley are very different from that of its competitors, Suzuki Intruder
one of the main competition of Sportster uses television advertisement for its promotion where as
Harley doesnt use any such advertisement.

40 | P a g e

II.

Demand for Harley keeps rising despite its high prices, this is due to the Harley promise and the
market share it captures. It has created a special image in the mind of its customer.

III.

Harley Davidson has proved to be one of the most dynamic organisations in the world. Harley was
able to change its marketing strategies and its catchy taglines from time to time according to the
needs of the market. For example, in 1950s Harley used the tagline The true rebellion which
created the image of independent being, but with changing times it changed its tagline for women
empowerment Harley women do it more contently. It changed Harleys rebellious image to one
which supports women.

IV.

Harley-Davidson has been able to build a community of enthusiasts around its brand that includes
members from very diverse groups, and with almost no advertising. Every other American brand
like McDonalds PnG survives mainly on advertising unlike Harley. With having appropriate
experience from the past and dynamicity of the young generation their think tank was able to select
a perfect strategy of promotion which reduces advertisement cost and increases sales.

V.Though Harleys had a lower turnover in last three quarters, it was able to recover its turnover in last
quarter. This was possible only due to the image and aura created by Harley. Harley created an image
according to which Harley owners are shown to be supreme than the others.

Recommendations
1. Overall Harley Davidson is a strong company with excellent margins and constantly growing
revenues. In 2005 Harley Davidson recorded its 19th consecutive year of record revenues and record
profits.
2. The main concern for Harley is whether or not they can sustain their growth in the face of
improvements in their competitors products and a maturing market.
3. Even a company as dominant in its market(heavyweight motorcycle) as Harley Davidson can will
afford to sit back and let competitors steal market share because of inaction.
41 | P a g e

4. As per prospective customers, Harley must introduce new designs for younger genration with less
power so it is easy for new riders to learn.
5. Harley has to be aware from Japneesne company Suzuki which is producing motorcycle of same
parameters.
6. Harley has to spend more on advertisments as sales has dipped in last few years
7. Also there is a feeling among customers and trade analysts that Harley is not anymore a pinnacle in
the market, so they have to work on its promotion strategies and show this is the best product in the
price range to revive its faded image.

Bibliography
www.harley-davidson.com
www.zigwheels.com
Myth, Reality, and the Origin of the Harley-Davidson Motorcycle, Herbert Wenger (2003)
www.hotbikeweb.com
Annual reports of Harley Davidson
www.trade-analyst.com

42 | P a g e

Questionnaire
Q1. Which 900cc and above motorcycle is preferred by you?
1.
2.
3.
4.

Harley Davidson
Triumph
Indian
Suzuki Intruder

Q2.What is the preferred price (in lacs) range of Harley?

1.
2.
3.
4.

5-10
10-20
20-30
30-40

Q3.How many people you know own a Harley?

43 | P a g e

1.
2.
3.
4.

0-5
5-10
10-15
More than 15

Q4.What do you like the most about Harley?

1.
2.
3.
4.

Customization
Design
HOG
All of the above

Q5.Which type of Harley do you like?

1.
2.
3.
4.

Softtail
Army
Touring
Dyna

Q6.How do you got to know about Harley?

1.
2.
3.
4.

Friends
Internet
HOG
Touring groups

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