Harley-Davidson Even before Peter Fonda, Dennis Hopper and Jack Nicholson immortalised the idea in Easy Rider and Steppenwolf sang Born To Be Wild, a journey of self-discovery into the wilderness has played a key role in the shared American psyche. The vehicle of choice for said journey has long been a Harley-Davidson which has come to symbolise freedom and rebellion for a large swathe of America. Despite Japan and Germany offering many bikes of greater comfort, speed and reliability, the hog continues to exert a powerful sway.
Swing your leg across the saddle of a Harley and say ‘hello’ to your alter ego. In today’s conservative society, owning a ‘hog’ is a statement of individuality. On a Harley-Davidson, quantity provides its own quality. A sheer hulk of metal, macho styling and a deep, throbbing beat announce your arrival from a block away, a world apart from the frenzied conventions of modern, high-performance bikes. Though antiquated and expensive, Harleys have dominated the ‘heavy motorcycle’ category by epitomising the freedom of the open road. Harley-Davidson reminds us that the progressive evolution of a retro style can deliver enduring success, an outcome doubtless helped by the five-decade tenure of Willie Davidson as head of styling.
136
But, like many a brand acquired by Wall Street, this champion reminds us of the perils of allowing myth to exceed reality. The business has pursued unwise tactics such as excessive brand licensing, crude corner-cutting and even the purchase of a motorhome maker to recapture ageing customers. Too often management has perpetrated crimes against the brand, as it struggles to reconcile its image as an iconoclast with the motivations of investors. Perhaps the most important lesson from HarleyDavidson is that design can provide auto-correction, ensuring that mistakes are quickly forgiven by returning to the visual DNA. The past always provides a key to the future. AK