HARLEY DAVIDSON

Harley-Davidson is the legendary American motorcycle manufacturer and a true symbol of American culture. Founded in 1903 in a small shed in Milwaukee, Wisconsin, by William S. Harley and brothers Arthur and Walter Davidson, the company has produced classic cruiser motorcycles powered by distinctive air-cooled V-Twin engines from the very beginning.

In the early 20th century, Harley-Davidson was one of many small motorcycle brands emerging across the United States. Yet, over more than a century, the brand not only survived but became deeply intertwined with the American story itself.

Harley-Davidson incorporated in 1907, and by the end of the decade, the company was producing motorcycles with its signature 45-degree air-cooled V-Twin. The following decade saw rapid growth, with many bikes supplied to the U.S. military during World War I. By the early 1930s, Harley-Davidson’s only remaining domestic rival was Indian.

During World War II, Harley-Davidson once again ramped up production for the military, building approximately 90,000 motorcycles for the war effort. In the post-war years, iconic models like the Sportster (introduced in 1957 and still in production today) and other signature bikes were launched.

The 1960s brought changes in ownership: Harley-Davidson went public in 1965 and merged with American Machine and Foundry (AMF) in 1969. In the early 1980s, the company returned to independent ownership, with members of the founding families resuming leadership roles. The Davidson family remains closely involved, with Willie G. Davidson serving as President of Styling for many years.

The 1980s and 1990s saw the introduction of new model families such as the Softail, FLT, and Road King, joining classics like the Electra Glide. In the 1990s, Harley-Davidson also acquired a controlling stake in Buell, an American sportbike and street bike manufacturer.

In the 21st century, Harley-Davidson has maintained its status as an American icon while embracing innovation and reaching out to new generations of riders. The company introduced more performance-oriented models like the V-Rod, its first production motorcycle with a liquid-cooled engine. To attract younger riders, Harley developed the Dark Custom line (including the Iron 883 and Cross Bones) and enhanced ride quality on touring bikes with a new frame and swingarm, as well as the three-wheeled Tri Glide.

Harley-Davidson also showcases the possibilities of customization through its CVO (Custom Vehicle Operations) line, where standard models are transformed with Screamin’ Eagle engines, exclusive paint, and top-tier components.