Harley-Davidson: Preparing for the Next Century Topic#1 Historically, how did Harley-Davidson manage to dominate the U.S. Market? What were its sources of competitive advantage? Starting in the 1970s Harley-Davidson got into trouble, what changed? Externally? Internally?
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Harley motorcycles also were used by the U.S. military, highway patrol officers, the Hell’s Angels, and Hollywood rebels, including actors James Dean and Marlon Brando. In the late 1950s, this roster expanded to include young “Elvis types” attracting dates with their Harley motorcycles. Given this customer base, the firm’s advertisements often depicted leather-clad riders, military dispatch riders, or police officers on motorcycles. These advertisements cultivated an image of Harley motorcycles as tough because they were often associated with people who were willing to break the traditional mold or willing to live on the edge. The image reflected rugged individuality and the frontier spirit of the United States. Over time, the Harley motorcycle became a part of American iconography and was associated with the U.S. flag and the bald …show more content…
It entered one geographic region at a time with lightweight motorcycles that required little or no maintenance and were easier to handle compared to Harley bikes (Harley motorcycles weighed between 450 and 800 pounds). These characteristics attracted younger riders, women, and older riders; riders who could not afford the more expensive Harley motorcycles; bikers who did not want to tinker with the motorcycles; and those who could not muscle them around steep curves. The Japanese manufacturers also were skilled at mass-producing motorcycles efficiently. They constantly improved and redesigned their products to counter potential market threats, and they reduced the time it took to introduce newer models. Consumers preferring the technical advances being offered by the Japanese motorcycle manufacturers flocked to them. During this time, few, if any, technological improvements were made to Harley with a quality declined. Then after Harley's overall market share declined, and it was transformed into a “niche”
Harley motorcycles also were used by the U.S. military, highway patrol officers, the Hell’s Angels, and Hollywood rebels, including actors James Dean and Marlon Brando. In the late 1950s, this roster expanded to include young “Elvis types” attracting dates with their Harley motorcycles. Given this customer base, the firm’s advertisements often depicted leather-clad riders, military dispatch riders, or police officers on motorcycles. These advertisements cultivated an image of Harley motorcycles as tough because they were often associated with people who were willing to break the traditional mold or willing to live on the edge. The image reflected rugged individuality and the frontier spirit of the United States. Over time, the Harley motorcycle became a part of American iconography and was associated with the U.S. flag and the bald …show more content…
It entered one geographic region at a time with lightweight motorcycles that required little or no maintenance and were easier to handle compared to Harley bikes (Harley motorcycles weighed between 450 and 800 pounds). These characteristics attracted younger riders, women, and older riders; riders who could not afford the more expensive Harley motorcycles; bikers who did not want to tinker with the motorcycles; and those who could not muscle them around steep curves. The Japanese manufacturers also were skilled at mass-producing motorcycles efficiently. They constantly improved and redesigned their products to counter potential market threats, and they reduced the time it took to introduce newer models. Consumers preferring the technical advances being offered by the Japanese motorcycle manufacturers flocked to them. During this time, few, if any, technological improvements were made to Harley with a quality declined. Then after Harley's overall market share declined, and it was transformed into a “niche”