Professor Trevino
September 28, 2015
Global Strategy
Harley Davidson Case Study
Harley Davidson was founded in 1903, where they competed with many di%erent motorcycle
companies. Harley Davidson focused on building motorcycles aimed at leisure, sport racing, and the
military in its early stages. In the years a(er World War II customized bikes called “bobbers” became
popular. Harley Davidson soon became the dominant symbol for rebellious motorcycle gangs and
outlaws. The Harley Davidson Company began to experience 0erce competition as well as a fall in the
market share in the 1960’s. Honda took the market share from Harley Davidson in the mid 1960’s.
American Machine and Foundry bought Harley Davidson cu7ng cost, while quality suffered bringing the
company at its lowest point in business. A group of investors brought the company back, while also
