Motorcycles have always been a major part of American culture. The Harley-Davidson motorcycle has played an essential role in this history, and the company’s success is primarily due to its focus on building brand recognition. Harley Davidson was founded in 1903 by William S. Harley and Arthur Davidson as a small bike shop with two employees.
They began producing motorcycles for the U.S military during WWI, which led to increased interest from civilians after the war ended. By 1922, there were over 200 dealerships nationwide—a number that had only tripled since 1923! One of their most easily recognizable products was the 1972 sportster xlch. But how do they do it? Let’s find out below:
Great Depression
The depression caused a lot of hardships for people all over America. Unemployment rates were at an all-time high; companies were closing, and families everywhere had no idea how they’d be able to put food on their table tomorrow. Despite this significant downturn for American society, Harley Davidson managed to remain profitable.
How? It’s simple, really; they focused on building brand recognition. No matter how bad things got for the average American family, people still wanted to feel like they had a little bit of luxury in their life. Owning a Harley-Davidson motorcycle was seen as a sign of manliness and toughness. It was a way to show the world that you were still doing well, even when things looked their bleakest.
World War I
America’s economy was on the brink of collapse during WWI. Companies were struggling to find enough workers, and the demand for goods was skyrocketing. It’s as if the nation’s finances will tear at the seams any moment now.
The U.S government decided that they needed a motorcycle manufacturer on their side to ensure victory against Germany, so they sent Harley Davidson an urgent request for motorcycles! The company responded with over 29000 bikes before the war ended.
Despite the fact that they were no longer needed for combat, Harley Davidson continued to produce their motorcycles for civilian use afterward. The demand was skyrocketing! So much so; in fact, it tripled by 1923! They had 200 dealerships nationwide with over 300 more on the backorder waiting list! While things seemed like they couldn’t get any better, the Great Depression was just around the corner.
World War II
The company’s success continued into World War II. Harley Davidson once again answered the call of duty by producing over 90,000 military bikes for the war effort! This time around, they had some competition, though.
The Japanese and German governments had their own motorcycle companies, and they were producing bikes with technology that was at least 40 years ahead of Harley Davidson’s. Even though every country in Europe (and most countries worldwide) used motorcycles for transportation, military or otherwise, they weren’t nearly as popular here in America as they were overseas. This was primarily since Harley Davidson had such a strong focus on building brand recognition.
The company’s marketing department did an excellent job of ensuring that their bikes were seen as the only natural choice for anyone looking for a motorcycle.