Abstract
The Harley-Davidson brand was created in 1903 by William S. Harley and the Davidson brothers. At the beginning, Harley-Davidson was built to be race motorcycles. As soon as 1907, the brand won several races, which allowed for the recognition from both professionals and customers. Harley-Davidson is one of the most famous brands of bikes, with a strong image, built during its entire story. Despite the economic ups and downs of the Harley-Davidson company's history, like the Great Depression in 1929, the brand is still alive. Today the Harley-Davidson Company is composed of Harley-Davidson Motorcycle, Harley-Davidson Financial Services and Buell Motorcycle. The brand is present in 60 countries with more than 1300 retailers. In the first part, we will speak about Harley-Davidson's values and products to understand well the development of the brand.
The two part will be about the marketing strategy: first, image advertising and then relation to the customer.
