American motorcycle company Harley-Davidson was established in Milwaukee, Wisconsin, in 1903. William S. Harley and the Davidson brothers, Arthur, Walter, and William A., founded the business.
The first Harley-Davidson motorbike was created in 1903, but the business had previously made miniature engines that could be mounted to bicycles. Harley-Davidson was one of the biggest motorcycle manufacturers in the world by the 1920s. In the years following World War II, military riders were drawn to the company's motorbikes, and in part because of the iconic shot of Marlon Brando on a Harley in the 1953 movie "The Wild One," Harley-Davidson came to represent freedom and rebellion.
However, the business struggled financially in the 1960s and 1970s due to competition from international motorbike producers. Harley-Davidson started creating larger, more potent motorcycles and formed alliances with other businesses in an effort to enhance its goods and market dominance.
A group of investors led by Willie G. Davidson, a descendant of one of the original founders, bought the business in the 1980s and put a turnaround plan in place. The introduction of new models and redesigns of existing ones, like the Softail, which merged the traditional appearance of a hardtail motorbike with the comfort of a contemporary suspension, were all part of this plan.
Harley-Davidson has been advancing recently, putting an emphasis on creating new technology and broadening its global presence. As part of a multi-year strategy to develop the next generation of Harley-Davidson riders, the business has added electric motorcycles to its inventory and is focusing on women and urban youngsters. One of the most recognisable brands in the world today, Harley-Davidson is still a defining part of American society.
However, the company has recently encountered difficulties as a result of customers' shifting preferences toward electric vehicles and a decline in sales. Nevertheless, they are working to overcome these difficulties by introducing new models and concentrating on the markets that still have room for growth.
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