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분야
docHarley Davidson Motor Company
History
Products
Market Share
Demographics
Marketing Strategy
Competitors
Conclusion
History
The Harley Davidson motorcycle has been in production since 1903 when William Harley and his friend Authur Davidson produced one built as a racing motor cycle.
Over 20,000 bikes were sold to the military and used in the World WarⅠ, and from 1940 until 1945, Harley Davidson had signed another large contract with the United States military to supply motorcycles for the World WarⅡ. Participation in those 2 World Wars made Harley Davidson become the largest motorcycle manufacturer in the world.
Minor changes to the style and design of the motorcycles took place through the early 1980’s. They introduced a model that featured a five speed transmission called the FLT. They also replaced the drive train with a belt. The twin engine was introduced in 1984. Harley Davidson introduced their Buy Back Program in 1987. This allowed customers to obtain the full trade in value when they came to purchase a newer model.
Since then, Harley-Davidson has continued to introduce a variety of new designs including the Fatboy that has sold well. Men and women both find Harley-Davidson motorcycles to be comfortable bikes that are well designed. Riding one is also a prestigious symbol to many.
Today, you can find a variety of Harley-Davidson retailers all over the world. They offer a full range of motorcycles to choose from. You can even have a customized bike built for you from the factory.
Products
SPORSTER: Born on the flat track and raised on the streets. A sports style street machine.
DYNA: Higher seats and short wheel base.
SOFTAIL: Harley-Davidson’s trend mark. Long and low seats and good style.
TOURING: Easy to ride and has many functions to give comfortable riding such as shield, audio, seats like sofa, etc. It is famous to older people.
VRSC: Performance machine developed with Porsche. It only has injection engine. It launched to break Harley Davidson’s ‘not technological image’.
Wikinvest. - http://www.wikinvest.com/stock/Harley-Davidson_(HOG)
Harley Davidson 2008 Annual Report, page12, 13
James B. Kelleher Reuters, “Harley-Davidson fights changing market with appeals to blacks,
Hispanics” Target Market News on the Web 15 March 2006.
http://www.targetmarketnews.com/storyid03160601A.htm
Motorcycle Collectible - http://www.harleycollect.com
http://www.best-motorcycle-gear.com
