RSM250H1 Lecture Notes - 18 Months, Buell Motorcycle Company, Harley Race
3 Jul 2013
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Document Summary
In 2003, 50% market share in the united states and 32% globally. Harley ranks among america"s top growth stocks since its 1989 ipo. Average age of harley riders rose from 35 to 47 years in past decade. Younger americans preferred lighter suzuki, honda, yamaha, and kawasaki. Reputation of company linked to walter davidson"s riding a bike to victory in a 1908 race; also, innovations such as v-twin engine, clutch, internal expanding rear brake, and three-speed transmission that the company pioneered. During 1920s, harley-davidson invested in research and development. V-twin design, new four-cylinder engine, improved reliability of its machines, developed electric starter, balloon tires, front brakes, standardized parts, improved product quality. Post world war ii, sales declined and pressure from imports from europe. Remained profitable by introducing larger, more powerful motorcycles and 60% market share. Image of raw power, became major selling point. Gave aggressive appearance of raw power, could deliver broad but low-torque power.
