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All For Freedom, Freedom For All
If one thinks of the most famous and popular motorcycle brand in the world, the only one name would appear - Harley Davidson. This fascinating journey was initiated in 1903 by two brothers - Arthur and Walter Davidson and their friend William Harley. The famous brand was started with the idea of making an engine that could cope with a common bicycle.
Walter Davidson was the company's first president. The first Harley Davidson was launched two years later, but was immediately withdrawn because it was not strong enough to run on bumpy and sloping roads. The first Harley Davidson factory was started in 1906. Coincidentally, William Harley received his Bachelor of Engineering degree the same year. By the year 1909, Harley developed its famous V-twin engine, which benefited Harley immensely in the coming decades.
During both world wars, Harley was helped a lot to build his 'Freedom' brand image. The company provided bikes for both world wars. For the next few decades, the company developed very well, but in the 1980s, Japanese companies began to market bikes with good hardware at low prices, and that was why Harley had suffered losses.
The quality level of Harley also went down, so there were only two options left for them - either invest everything in the business or lose the entire business. Harley decided to learn a lesson from this experience very quickly. He learned from Japanese companies' quality control measures and production techniques and built a new engine that helped to cope with most problems.
At that time, it was not financially affordable for the company to do traditional branding, so they chose a unique approach in the year 1983. The company set up 'Harley Owners Group' or 'HOG' to communicate with customers. Initially no huge gains were seen, but over time, this option became more powerful and created a brand of loyalty among Harley customers, which the company is still proud of. Over time, existing brands became so powerful that consumers began to see Harley's logo as a symbol of 'freedom' and 'power'. With the passage of time, Harley had some difficulty getting the attention of new customers, but the company knew it would be better to keep pace with the new era, without letting its own personality become a hindrance.
Today, Harley Davidson is the number one company for women, youth and many others. Nowadays the company understands very well how to preserve values by feeling proud of their heritage and how to maintain their value without compromising their values. A lot of the company's creative ideas are found on social media today.
Harley Davidson has acquired a prominent position in the history of motorbikes due to ideals like 'Freedom', 'Heritage', 'Community' and 'Quality'. Harley's current loyal customers understand what 'Harley is' and 'what kind of lifestyle it represents'. This is the reason why the company has a type of fan following cult.
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