Beyond a vehicle, this firm sells a lifestyle, an emotional bond. And that’s what they want to keep promoting.

Harley-Davidson is the largest motorcycle manufacturer in the United States, with a 55% share of this market. Also, it has been able to survive in an environment dominated by Japanese brands (Honda, Suzuki, Kawasaki and Yamaha).

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The origins.
Harley-Davidson was founded in 1903 in the city of Milwaukee, Wisconsin (United States), although its roots go back to 1901, when William S. Harvey, 20, devised a small engine capable of moving 116cc wheels.

The engine was designed for use on a regular pedal bicycle. For most of the next two years, William and his childhood friend Arthur Davidson continued to play with the engine; finally, with the help of Arthur’s brother, Walter Davidson, the engine was finished. Thus began the journey of one of the world’s most iconic motorcycle manufacturers.

Linked to war.
The entry of the United States in the First World War increased the demand for motorcycles. During its course, Harley-Davidson sold more than 15,000 motorcycles to the U.S. Army.

Years later, Harley-Davidson was again called to serve the military when World War II broke out, providing more than 90,000 motorcycles to the Allied Forces.

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