COMPANY PROFILE

• Founded: 1903
• Founders: William S. Harley, Arthur
Davidson, Walter Davidson and William A.
Davidson.
• Headquarters: Milwaukee, Wisconsin, USA
• Chairman & CEO: Jochen Zeitz
• Competitors: Honda, Suzuki, Yamaha,
Kawasaki
 HARLEY OWNERS GROUP (H.O.G.)
• H.O.G. was established by Harley-Davidson in 1983 in
response to a growing desire by Harley-Davidson
owners and riders for an organized way to share their
passion and show their pride.
• Today H.O.G. has 900,000 members and is the largest
factory-sponsored motorcycle organization in the
world.
• Benefits:
– Subscriptions to Hog Tales and Enthusiast, membership
manual, membership only site, toll-free number, touring
handbook, mileage program, pins and patches, insurance,
travel center, events, etc.
 HARLEY DAVIDSON LOGO
“Harley-Davidson logos and trademarks symbolize more than just the
quality and heritage of our products. They stand for something important
enough that people tattoo them on their skin. It’s something that can’t
easily be expressed with words, but is felt in the soul. For many, “Harley-
Davidson” isn’t a name or a brand. It’s a way of life.”
 HARLEY DAVIDSON LOGO
• The Harley-Davidson logo commonly referred
as the "Bar and Shield" logo created in 1910.
• Officially registered with the U.S. Patent Office
in 1911.
 HARLEY DAVIDSON 50th ANNIVERSARY
LOGO
• To celebrate 50 years, Harley Davidson used
this logo
IN YEAR 1965 HARLEY CHANGED ITS
LOGO
IN 2003 , 100th ANNIVERSARY BADGE
110 YEARS OF SERVICE
th
 BRAND EXTENSION
Merchandise
Helmet
Clothes
Mugs
Collectibles
 BRAND EXTENSION FAILURE
Perfume/ Shampoo / Shower gel
For lovers of the motorcycle, this was an extension too
far.
Harley Davidson had fallen into the trap of thinking that
more products equals more sales. And it usually does,
at least in the short term.
As you would expect, the bikers were not impressed.
• Harley-Davidson India commenced operations in
August 2009 and appointed the first dealership
in July 2010.
• Since early 2011, Harley-Davidson has been
assembling motorcycles in India at its CKD
(Completely-Knocked-Down) assembly unit at
Bawal in Haryana.
• India is the second country where Harley-
Davidson has CKD assembly operations outside
the US, after Brazil.
• Harley-Davidson offers a range of 13 models from
each of its 5 platforms – Street, Sportster®, Dyna®,
Softail® & Touring.
• Each of the 6 Harley-Davidson motorcycle platforms
boasts of a distinct character and caters to the
varied sensibilities of broad range of customers.
• 8 of these 13 models are assembled at the CKD
assembly unit at Bawal in Haryana.
• The new Harley-Davidson Street™ 750 and 500
motorcycles will be built in Harley-Davidson’s
Kansas City US and Bawal India plants.
2019 MOTORBIKES IN INDIA
• At present, the Company has 22 authorized
dealerships in India.
• All Harley- Davidson showrooms are in line with
the company’s global standards and together
they form an important hub to showcase the
legendary culture and lifestyle of the brand and
engage with the customers and Harley
aficionados in the country.
• Harley-Davidson India sells a range of Harley-
Davidson genuine parts and accessories along
with general merchandise including motor
clothes apparel and collectibles.
WHY THE BRAND IS SUCCESSFUL?
• Harley Davidson bikes are noted for the tradition of
heavy customization that gave rise to
the Chopper style of motorcycle.
• Harley-Davidson motorcycles have a distinctive
design and exhaust note. People don’t buy a H.D
bike; rather they buy an experience which has an
endless journey.
• Harley Davidson has become a new culture for
bikers. H.D has a huge fan following around the
world.