HARLEy-DAviDSON & BUELL DEALER PROSPECT HANDBOOK

The Dream
If you know the name, you’re probably famIlIar wIth the experIence
Ask most people what Harley-Davidson
is and they’ll tell you that we’re the most
famous producer of heavyweight American
motorcycles. They may even mention that
we’re one of the most recognisable brands
in the world. But to anyone who has lived
the Harley-Davidson experience, we’re a
lot more than that.
In the words of the Harley-Davidson
Inc. Chairman: “Our company’s brand
is a promise to the consumer. We fulfill
the dreams of our customers and aim to
exceed their expectations.”
Alongside our legendary range of
engineering and lifestyle, the Buell brand
offers a different experience yet maintaining
our core American routes. A motorcycle
with attitude, personality, and exceptional
handling reputation.
* Please visit www.harley-davidson.com for the latest figures
In 2008 Harley-Davidson Motor Company
celebrated its 105th Anniversary, as
well as the 25th anniversary of Buell
Motorcycle Co and Harley Owners Group ® .
In 2007, the company shipped 337,000*
motorcycles. Quite a change from its
humble beginnings in 1903, when just
three motorcycles were produced.
So what makes us different?
We’ve always been and always will
be a company of enthusiasts, building
motorcycles for enthusiasts. We still ride
with our customers and dealers.
From day one, when those first three
motorcycles were hand crafted by William
S. Harley and the Davidson brothers, we’ve
always been dedicated to improvement
and able to put our ever increasing
experience to good use through our
products and our organisation.
Today, Harley-Davidson is at full throttle
and more than ready to face the challenges
of the future whilst still cherishing our great
heritage from the past.
HARLEy-DAviDSON ® & BUELL ® DEALER PROSPECT HANDBOOK
THE MiSSiON
WHAT WE MAKE POSSiBLE
By living, breathing, understanding, fine
tuning, building, developing, innovating
(and of course riding) motorcycles we
have encapsulated a century of complex
engineering and a passion for the road into
a simple mission statement:
“Harley-Davidson Inc. is a global leader in fulfilling dreams
and providing extraordinary customer experiences through
mutually beneficial relationships with our stakeholders.”
We know that it takes more than just
building and selling motorcycles to fulfil
the dreams of our customers. It takes
unforgettable experiences. For some, it’s
as simple as Saturday morning coffee and
conversations at the local Dealership. For
others, it’s a weekend ride with the local
Harley Owners Group ® (H.O.G. ® ) members.
It may also be an ambitious road trip
across a continent.
If there’s one secret to our enduring brand
and the passion it ignites in our riders, it’s
that we deliver these experiences, rather
than merely a collection of products and
services. That’s what sets Harley-Davidson
apart from the crowd and why our brand
strength is legendary.
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