Harley-Davidson Marks 123 Years, Targets Dealership Expansion and Affordability
HOG•Harley-Davidson marks its 123rd year as the longest continuously operating U.S. motorcycle manufacturer, tracing roots to Milwaukee in 1903 and building a strong overseas presence. CEO Artie Starrs is steering the company toward dealership expansion, more affordable models and enhanced customization to broaden its customer base.
1. 123 Years of Manufacturing Heritage
Harley-Davidson was founded in Milwaukee in 1903 and has operated continuously for 123 years, making it the longest-running U.S. motorcycle manufacturer. The company supplied tens of thousands of bikes to the military in both world wars and built its international reputation on that service. After being sold to AMF in 1969, it returned to founder-led ownership in 1981 when 13 executives repurchased it, safeguarding its heritage and brand identity.
2. Strategic Focus on Dealership Expansion and Affordability
Under CEO Artie Starrs, Harley-Davidson is prioritizing growth through an expanded dealership network, the launch of more price-accessible models and enhanced bike customization options. This strategy aims to attract new riders, drive revenue growth and strengthen the brand’s emotional appeal among a broader demographic.
