Harley Davidson

Revenue

$5.647 billion (2017)

Employees

5,800 (2017)

Founded

1903



Overview:
Harley-Davidson, Inc. (H-D), or Harley, is an American motorcycle manufacturer, founded in Milwaukee, Wisconsin in 1903. Harley-Davidson manufactures its motorcycles at factories in York, Pennsylvania; Milwaukee, Wisconsin; Kansas City, Missouri, Manaus, Brazil, and Bawal, India. Construction of a new plant in Thailand is scheduled to begin in late 2018. The company markets its products worldwide. Besides motorcycles, the company licenses and markets merchandise under the Harley-Davidson brand, among them apparel, home decor and ornaments, accessories, toys, and scale figures of its motorcycles, and video games based on its motorcycle line and the community.

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Industries:
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Transportation
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Automotive



Similar firms (based on pattern co-occurrence):
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2 shared patterns
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2 shared patterns
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2 shared patterns
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2 shared patterns
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2 shared patterns
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2 shared patterns
Business Model Patterns:

Direct Selling

How they do it: Harley Davidson has a range of brand store’s selling both its motorcycles as well as its brand merchandise. In addition it also has stores that focus exclusively on the brand and merchandise in popular locations such as malls and airports.

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Experience Selling

How they do it: Harley Davidson is based on the marketing image of the ”lone rider”, initiated to emphasize a more working-class, macho, and a little anti-social attitude associated with motorcycling’s dark side.

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Franchising

How they do it: Harley Davidson works together with individual dealers, opening and running a brand store for them which can focus on motorcycles and service or also just general merchandise. The company supports its dealers with financial and insurance services such as receivable financing.

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License

How they do it: Harley Davidson generates a large portion of its revenue with merchandise carrying the Harley Davidson brand. To avoid a negative impact on their brand the company has a distinctive licensing strategy and only accepts products that are in line with their own goals and guidelines for the Harley Davidson brand.

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