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  1. 1. ByRajiv
  2. 2. Introduction Harley-Davidson Is often abbreviated H-D or Harley, is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th century. The company sells heavyweight motorcycles designed for cruising on the highway.
  3. 3. Current Harley-Davidsonmotorcycles reflect the styles ofclassic Harley designs.Harley-Davidson sustains aloyal brand community whichkeeps active through clubs,events, and a museum.Licensing of the Harley-Davidson brand and logoaccounted for $40 million(0.8%) of the companys netrevenue in 2010.Company name was thecombination of 2 friends Harley& Davidson.
  4. 4. OrganisationalStructure & Size In 1901, William S. Harley, age 21, drew up plans for a small engine with a displacement of 7.07 cubic inches (116 cc) and four-inch (102 mm) flywheels. Over the next two years, Harley and his childhood friend Arthur Davidson labored on their motor-bicycle using the northside Milwaukee machine shop at the home of their friend, Henry Melk. It was finished in 1903.
  5. 5. Harley and the Davidsons quickly wrote off theirfirst motor-bicycle as a valuable learning experiment.In January 1905, small advertisements were placedin the "Automobile and Cycle Trade Journal" thatoffered bare Harley-Davidson engines to the do-it-yourself trade.In 1906, Harley and the Davidson brothers builttheir first factory on Chestnut Street. Thislocation remains Harley-Davidsons corporateheadquarters today.The company produced about 50 motorcycles that year.In 1911, an improved V-Twin model was introduced.With a displacement of 49.48 cubic inches (811 cc), the1911 V-Twin was smaller than earlier twins, but gavebetter performance.
  6. 6. World War I In 1917, the United States entered World War I & the military demanded motorcycles. World War I was the first time the motorcycle had been adopted for combat service. Harley- Davidson provided about 15,000 machines to the military forces during World War I. Organizational Technology By 1920, Harley-Davidson was the largest motorcycle manufacturer in the world. Their motorcycles were sold by dealers in 67 countries. Production was 28,189 machines. In 1921, a Harley-Davidson, ridden by Otto Walker, was the first motorcycle ever to win a race at an average speed of over 100 mph (160 km/h).
  7. 7. The late summer of 1929, Harley-Davidson introduced its 45 cubic inches (737 cc) flathead V-Twin to compete with the Indian 101 Scout and the Excelsior Super X.The Japanese license-holder severed itsbusiness relations with Harley-Davidsonin 1936 and continued manufacturing theVL under the Rikuo name.World WarII Harley-Davidson again produced large numbers of motorcycles for the US Army in World War II
  8. 8. As part of war reparations, Harley-Davidsonacquired the design of a small German motorcycle,the DKW RT 125, which they adapted, manufactured,and sold from 1948 to 1966.Harley-Davidson continued making two-strokemotorcycles there until 1978By 1990, with the introduction of the "Fat Boy",Harley once again became the sales leader in theheavyweight (over 750 cc) market. [Fat Boy name wasa combination of the names of the atomic bombs (FatMan and Little Boy) that were dropped on Nagasaki ]In 2000, Ford Motor Company added a Harley-Davidsonedition to the Ford F-Series
  9. 9. Goals & StrategiesSteps towards export toIndia In August 2009, Harley-Davidson announced plans to enter the market in India, it expects to start selling its motorcycles in 2010. The company has established a subsidiary to be located in Gurgaon, near Delhi. Harley Davidson is introducing 12 models in India from the range of five motorcycle families, namely Sportster, Dyna, VRSC, Softail and CVO. Harley Davidson would have five dealerships (Delhi, Mumbai, Bangalore, Hyderabad and Chandigarh) with the aim of increasing the dealerships to more than 20 in the next five years.
  10. 10. November 2010, Harley-Davidson said that it will start an assembly facility for complete knock down (CKD) kits of its motorcycles in India by the first half of 2011, making it only the second CKD facility outside the US.Awards Harley-Davidson received two Army-Navy ‘E’ Awards, one in 1943 and the other in 1945, which were awarded for Excellence in Production. Silver Bar & Shield in 2001, 2002 and 2003 and the Service Excellence Award in 2003. 
  11. 11. 2004 Service Excellence Award for theWestern Region & 2004 Outstanding DealerSupporter Award for outstanding dealersupporter.Platinum Bar & Shield Circle of DistinctionAward for the year 2010Best Overall Company by Business Excellencein August 2011
  12. 12. ar e., 0 12 o f2 od els mF ew 2012 HARLEY- DAVIDSON MOTORCYCLES