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Harley-Davidson

Harley-Davidson
Company nameHarley-Davidson
Company typePublic company
Founded1903
Founder(s)William S. Harley
Arthur Davidson
Walter Davidson
William A. Davidson
HeadquartersMilwaukee, Wisconsin,
United States
Key peopleKeith E. Wandell, CEO
ProductsMotorcycles
Revenue(+) US$4.86 billion (FY 2010)
Operating income(+) US$259.7 million (FY 2010)
Net income(+) US$146.5 million (FY 2010)
Employees6,300 (December 2010)

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Harley-Davidson (Nyse - HOG, formerly HDI), often abbreviated H-D or Harley, is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th century, it was one of two major American motorcycle manufacturers to survive the Great Depression. Harley-Davidson also survived a period of poor quality control and competition from Japanese manufacturers.

The company sells heavyweight (over 750 cc) motorcycles designed for cruising on the highway. Harley-Davidson motorcycles (popularly known as "Harleys") have a distinctive design and exhaust note. They are especially noted for the tradition of heavy customization that gave rise to the chopper style of motorcycle. Except for the modern VRSC model family, current Harley-Davidson motorcycles reflect the styles of classic Harley designs. Harley-Davidson's attempts to establish itself in the light motorcycle market have met with limited success and have largely been abandoned since the 1978 sale of its Italian Aermacchi subsidiary.

Harley-Davidson sustains a loyal brand community which keeps active through clubs, events, and a museum. Licensing of the Harley-Davidson brand and logo accounted for $40 million (0.8%) of the company's net revenue in 2010.


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