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Harley-Davidson history
Harley-Davidson company history timeline
Harley-Davidson got its all-American start in 1903, at the dawn of the "Motor Age." Two friends got together and combined bicycles with newfangled engines.
Harley-Davidson was founded by William Sylvester Harley, Arthur Davidson, Walter C. Davidson and William A. Davidson in 1903 and is headquartered in Milwaukee, WI.”
In 1903, out of a small shed in Milwaukee, Wisconsin, four young men lit a cultural wildfire that would grow and spread across geographies and generations.
After drawing up plans for a small engine designed to fit on a regular bike frame, William S. Harley worked with Arthur and Walter Davidson to build this “motor-bicycle.” They finished the first model in 1903.
1903: William Harley and the Davidson brothers (Walter and Arthur) build their first motorcycle in Milwaukee, Wisconsin.
The machine went through many refinements until 1903, when the men established the Harley-Davidson Motor Company and produced three of their motorcycles for sale.
The three began work on a new and improved machine with an engine of 24.74 cubic inches (405 cc) with 9.75 in (24.8 cm) flywheels weighing 28 lb (13 kg). Its advanced loop-frame pattern was similar to the 1903 Milwaukee Merkel motorcycle designed by Joseph Merkel, later of Flying Merkel fame.
1®, was released in 1905 and was very similar to the first two bikes produced.
In 1906, Harley and the Davidson brothers built their first factory on Chestnut Street (later Juneau Avenue), at the current location of Harley-Davidson's corporate headquarters.
By 1906, Harley and the Davidson brothers were moving out of their shed and into their first factory, which was located at the current site of Harley-Davidson headquarters.
In February 1907, they displayed a prototype model at the Chicago Automobile Show with a 45-degree V-Twin engine.
Over the next several years both demand and production grew at a healthy rate, and by 1907 the company had begun to advertise.
The company was officially incorporated in 1907.
In 1907, William A. Davidson quit his job as tool foreman for the Milwaukee Road railroad and joined the Motor Company.
With the new facilities, production increased to 150 motorcycles in 1907.
1909: Harley-Davidson introduces its first V-twin engine.
Begun in 1910, the factory with its many additions would take up two blocks along Juneau Avenue and around the corner on 38th Street.
Such capabilities served to set the company's motorcycles apart from the competition; by 1911 there were 150 other companies manufacturing the vehicles.
In 1912, Harley-Davidson introduced their patented "Ful-Floteing Seat", which was suspended by a coil spring inside the seat tube.
After 1913 the majority of bikes produced by Harley-Davidson would be V-Twin models.
By 1913, the yellow brick factory had been demolished and on the site a new 5-story structure had been built.
In 1917, about 50% of Harley’s sales went to the United States armed forces for use in World War I. The first service school was operated in Milwaukee to train Army mechanics.
Harley-Davidson launched a line of bicycles in 1917 in hopes of recruiting more domestic customers for its motorcycles.
Established in 1918, the oldest continuously operating Harley-Davidson dealership outside of the United States is in Australia.
Harley-Davidson completed its facility on Juneau Avenue in 1920.
Many iconic BMW motorcycles have been produced since the 1920s.
By 1920, Harley-Davidson was the largest motorcycle manufacturer in the world, with 28,189 machines produced and dealers in 67 countries.
In 1921, Otto Walker set a record on a Harley-Davidson as the first motorcycle to win a race at an average speed greater than 100 mph (160 km/h).
The effort was discontinued in 1923 because of disappointing sales.
1929 D-Series®: To compete with the Scout being produced by Indian Motorcycle, Harley-Davidson released the D-Series®, which introduced the side-valve, 45ci, V-twin engine known as the “45” or flathead.
1932 R-Series®: To replace the D-Series®, the R-Series® was introduced with new styling that helped shape Harley-Davidson as a staple of Americana.
An 80 cubic inches (1,300 cm) flathead engine was added to the line in 1935, by which time the single-cylinder motorcycles had been discontinued.
1936: Harley-Davidson's first overhead-valve engine, the Knucklehead, is debuted this year.
Over the course of six weeks, the Early Model elective helps students expand their knowledge on Harley-Davidson® bikes dating to 1936.
In 1936, the 61E and 61EL models with the "Knucklehead" OHV engines were introduced.
1937 UL®: As the company made a comeback from the Great Depression, Harley-Davidson released the UL®, which was a Sport Solo® model featuring a recirculating oil system and four-speed transmission.
By 1937, all Harley-Davidson flathead engines were equipped with dry-sump oil recirculation systems similar to the one introduced in the "Knucklehead" OHV engine.
1941–45: Harley-Davidson manufactures more than 90,000 motorcycles for use by the United States Military and its Allies during WWII.
1942 WLA®: The WLA® was produced for the Army during World War II. It had a V-twin engine and was fitted with special features and equipment for the war.
To meet burgeoning demand, the company purchased additional manufacturing capacity in 1947.
1948 FL®: There were several changes introduced to Harley-Davidson designs with the 1948 FL, which featured a new “Panhead” V-twin engine.
In 1952, following their application to the United States Tariff Commission for a 40 percent tax on imported motorcycles, Harley-Davidson was charged with restrictive practices.
As the second generations of the founding families began moving into management positions at the company, Harley-Davidson found itself "king of the road"--with the shutdown of Indian in 1953, the company became the sole American motorcycle manufacturer.
1957 Sportster® XL: The Sportster® was introduced with the hopes of getting bikes to customers across the country.
In 1960, Harley-Davidson consolidated the Model 165 and Hummer lines into the Super-10, introduced the Topper scooter, and bought fifty percent of Aermacchi's motorcycle division.
After the Pacer and Scat models were discontinued at the end of 1965, the Bobcat became the last of Harley-Davidson's American-made two-stroke motorcycles.
In 1969, American Machine and Foundry (AMF) bought the company, streamlined production, and slashed the workforce.
1971: The Introduction of the FX Super Glide model—the Motor Company's first "factory custom" and precursor to models like the present-day Softail Deuce.
They also designed and built a three-wheeled delivery vehicle called the Servi-Car, which remained in production until 1973.
Explore HD Supply Facilities Maintenance's story with our company timeline, starting in 1974.
The Aermacchi-built Harley-Davidsons became entirely two-stroke powered when the 250 cc two-stroke SS-250 replaced the four-stroke 350 cc Sprint in 1974.
1977 FXS Low Rider®: A variation of the FX Super Glide®, the Low Rider® motorcycle was introduced and featured extended forks.
1980 FXB Sturgis®: Harley-Davidson released this model to honor the historic Sturgis motorcycle rally held annually in South Dakota.
The "Sturgis" model, boasting a dual belt-drive, was introduced initially in 1980 and was made for three years.
1981: Thirteen members of Harley-Davidson's senior management team purchase the company from AMF in a leveraged buyout.
To make matters worse, the 1981 recession severely threatened Harley-Davidson's share of the market for heavyweight bikes--motorcycles with engine capacities of 700-850 cc--nearly finishing the company off as a manufacturer.
The York plant management met with workers' representatives for months in 1981 to achieve a consensus on what was sought and also to ease skepticism.
In 1981, AMF sold the company to a group of 13 investors led by Vaughn Beals and Willie G. Davidson for $80 million.
In a 1983 public relations move, the company established the Harley Owners Group (HOG), a club with its own newsletter for fans of the motorcycle.
In 1983, Motorcycle Mechanics Institute (MMI) and Harley-Davidson developed a relationship that led to the creation of several specialized elective programs available to students interested in working with the brand.
Harley-Davidson bought the "Sub Shock" cantilever-swingarm rear suspension design from Missouri engineer Bill Davis and developed it into its Softail series of motorcycles, introduced in 1984 with the FXST Softail.
By October 1985 Beals and his management team had contacted the investment firm Dean Witter Reynolds in order to begin Chapter 11 bankruptcy proceedings.
The company's market share began to climb steadily, and profits for 1986 topped $4.3 million on sales of $295 million.
In response to possible motorcycle market loss due to the aging of baby-boomers, Harley-Davidson bought luxury motorhome manufacturer Holiday Rambler in 1986.
Harley-Davidson's association with sportbike manufacturer Buell Motorcycle Company began in 1987 when they supplied Buell with fifty surplus XR1000 engines.
Richard Teerlink, who had become president and CEO of Harley-Davidson, warned in the company's 1990 annual report that "maintaining Harley-Davidson's growth through a recessionary period will be a difficult, but not impossible task.
By 1990, with the introduction of the "Fat Boy", Harley-Davidson once again became the sales leader in the heavyweight (over 750 cc) market.
On May 8, 1991, Utility Supply of America was incorporated by a water and wastewater utility operator to serve the MRO needs of municipalities.
Buell continued to buy engines from Harley-Davidson until 1993, when Harley-Davidson bought 49 percent of the Buell Motorcycle Company.
The company intends that certain matters discussed on this webpage are “forward-looking statements” intended to qualify for the safe harbor from liability established by the Private Securities Litigation Reform Act of 1995.
In 1996, the company sold Holiday Rambler to the Monaco Coach Corporation.
That year a revived Harley-Davidson went public, offering two million shares of stock worth $20 million and $70 million worth of unsecured subordinate notes that would mature in 1997.
Dealernews reported in March 1998 that Fortune magazine had named Harley-Davidson as one of the top 100 places to work in the country.
Kiplinger's Personal Finance Magazine reporters Steven T. Goldberg and Nancy Stover declared in May 1998 that "Harley stock is now selling at 23 times this year's estimated earnings.
1998: Harley-Davidson acquires Buell; more than 100,000 enthusiasts travel to Milwaukee to celebrate the Company's 95th birthday.
In 1998 the first Harley-Davidson factory outside the US opened in Manaus, Brazil, taking advantage of the free economic zone there.
Starting around 2000, several police departments started reporting problems with high-speed instability on the Harley-Davidson Touring motorcycles.
2001: The V-Rod, equipped with Harley-Davidson's first-ever liquid-cooled engine, is released.
A Raleigh, North Carolina police officer, Charles Paul, was killed when his 2002 police touring motorcycle crashed after reportedly experiencing a high-speed wobble.
Harley-Davidson celebrated their 100th anniversary on September 1, 2003 with a large event and concert featuring performances from Elton John, The Doobie Brothers, Kid Rock, and Tim McGraw.
When demand softened following the unique 2003 model year, this news led to a dramatic decline in the stock price.
USABlueBook became part of the HD Supply family in 2005.
Construction started on the $75 million, 130,000 square-foot (12,000 m) Harley-Davidson Museum in the Menomonee Valley of Milwaukee, Wisconsin on June 1, 2006.
The California Highway Patrol conducted testing of the Police Touring motorcycles in 2006.
Harley-Davidson announced on February 16, 2007, that it had reached a labor agreement with union workers at its largest manufacturing plant, a breakthrough in the two-week-old strike.
On October 15, 2009, Harley-Davidson announced that it would divest its interest in MV Agusta.
According to Interbrand, the value of the Harley-Davidson brand fell by 43 percent to $4.34 billion in 2009.
On April 29, 2010, Harley-Davidson stated that they must cut $54 million in manufacturing costs from its production facilities in Wisconsin, and that they would explore alternative United States sites to accomplish this.
The company established the subsidiary in Gurgaon, near Delhi, in 2011 and created an Indian dealer network.
Chairman and CEO Joe DeAngelo © 2013, The NASDAQ OMX Group, Inc.
See your Harley‑Davidson® Dealership for details For example, a 2015 Street™ XG500 motorcycle model in Vivid Black with a sale price of $6,799, no down payment and amount financed of $6,799, 72 month repayment term, and 5.75% APR results in monthly payments of $111.88.
In 2016, USABlueBook, a business of HD Supply Facilities Maintenance, celebrated its 25th anniversary.
In 2016, its "Master Catalog" has grown nearly 1,800 pages with a product offering of more than 64,000 items.
Financing Offer available only on new 2019 Harley-Davidson® Touring motorcycle models financed through Eaglemark Savings Bank and is subject to credit approval.
2019 Livewire™: The Livewire™ was the first electric vehicle designed by Harley-Davidson, featuring a battery that provides 146 miles of city range.
Of those 2019 graduates who took electives, approximately 20% found racing-related opportunities.
Not valid in conjunction with other offers. For example, a 2019 Harley-Davidson Street® 750 model in Vivid Black with sale price of $7,599, 10% down payment and amount financed of $6,839.10, 60 month repayment term, and 4.25% APR results in monthly payments of $126.73.
However, the 25th and 10th percentile of hourly earnings in North Carolina are $16.97 and $14.24, respectively. (Bureau of Labor Statistics, United States Department of Labor, Occupational Employment and Wages, May 2020.
On September 24, 2020, Harley Davidson announced that it would discontinue its sales and manufacturing operations in India due to weak demand and sales.
HD Supply announced on December 24, 2020 that the merger with The Home Depot was complete.
Welders, Cutters, Solderers, and Brazers, viewed June 2, 2021.)
The $75 USD / $100 CAD voucher cannot be used towards the down payment on a motorcycle, must be used by March 31, 2022, can be applied to current customer orders that are on backorder but is not available on previous purchases, future motorcycle orders, or deposits outside of the Sales Period.
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Harley-Davidson competitors
| Company name | Founded date | Revenue | Employee size | Job openings |
|---|---|---|---|---|
| General Motors | 1908 | $187.4B | 155,000 | 2,694 |
| Ducati North America | - | - | - | - |
| Ford Motor | 1903 | $185.0B | 186,000 | 2,355 |
| Tesla | 2003 | $97.7B | 99,290 | 1,901 |
| Advance Auto Parts | 1932 | $9.1B | 68,000 | 4,665 |
| Oshkosh | 1917 | $2.1B | 16,000 | 564 |
Harley-Davidson history FAQs
Zippia gives an in-depth look into the details of Harley-Davidson, including salaries, political affiliations, employee data, and more, in order to inform job seekers about Harley-Davidson. The employee data is based on information from people who have self-reported their past or current employments at Harley-Davidson. The data on this page is also based on data sources collected from public and open data sources on the Internet and other locations, as well as proprietary data we licensed from other companies. Sources of data may include, but are not limited to, the BLS, company filings, estimates based on those filings, H1B filings, and other public and private datasets. While we have made attempts to ensure that the information displayed are correct, Zippia is not responsible for any errors or omissions or for the results obtained from the use of this information. None of the information on this page has been provided or approved by Harley-Davidson. The data presented on this page does not represent the view of Harley-Davidson and its employees or that of Zippia.
Harley-Davidson may also be known as or be related to Harley-Davidson, Harley-Davidson Europe Ltd., Harley-Davidson Inc, Harley-Davidson Motor Company, Harley-Davidson, Inc. and Harley-davidson Motor Company.