William Harley and the Davidson brothers founded Harley Davidson in 1903. Over the decades, Harley Davidson emerged as the largest motorcycle manufacturer and supplied motorcycles to the US military in WWI. It has experienced ownership changes and went public in the 1980s. Today it faces challenges from environmental regulations and competition but maintains a strong brand image and loyal customer base through differentiated products and lifestyle branding. It is addressing challenges by expanding its product line and entering new markets globally.