The company then moved its assembly operation to
York, PA, leaving only the engine production and World headquarters in
Wisconsin. Also housed in York is the Harley-Davidson Antique Motorcycle Museum.
It houses a collection of more than 40 military and police bikes depicting the
evolution of the motorcycle and Harley history from 1903 to the present day. The
70’s saw a decline in the market. A flood of imports from Japan and quality
problems created major problems for the company. In the 80’s, 13 members of HD
management purchased the company from AMF and brought a return to quality and
implemented new management and manufacturing techniques. It accomplished this
turnaround by being one of the first US companies to use Just in time inventory
policies, statistical processes and employee involvement programs. In 1982, the
company convinced the International Trade Commission (ITC) that the glut of
imported Japanese bikes were a threat of injury. Additional Tariffs were imposed
on the imports for five years. Giving the company a chance to revitalize its
place in the market. It did this in just three years by retooling and
streamlining its operations. In 1995 the company expanded its international
operations in Windsor, England to manage the European market. Europe is the
largest heavyweight motorcycle market in the world, fully 18 percent larger than
the market in the United States. H-D shipped 132,285 motorcycles in 1997 and
shipped 147,000 in 1998.
The long-term goal: 200,000 motorcycles annually by
2003. As the company enters the 21st century, it continues to improve
operations, by its expansion into Europe, Japan, Australia China and Latin
America. MISSION STATEMENT: We fulfill dreams through the experience of
motorcycling, by providing to motorcyclists and to the general public an
expanding line of motorcycles and branded products and services in selected
market segments. WHO ARE HARLEY BUYERS? Some Demographics: 1987 1988 1989 1990
1991 1992 1993 1994 1995 1996 GENDER Male 98% 96% 96% 96% 95% 95% 93% 93% 91%
91% Female 2% 4% 4% 4% 5% 5% 7% 7% 9% 9% MEDIAN AGE Years 34.7 34.6 34.6 36.7
38.5 38.4 41.6 42.1 42.5 43.6 MARITAL STATUS Married 55% 59% 56% 58% 62% 59% 65%
68% 67% 67% Single 25% 25% 27% 27% 23% 23% 19% 18% 17% 17% Widowed / Divorced
16% 16% 17% 17% 15% 18% 16% 14% 16% 16% CHILDREN LIVING AT HOME None 55% 54% 57%
58% 57% 57% 53% 54% 53% 54% 1-2 37% 37% 36% 35% 36% 36% 38% 38% 39% 38% 3 + 7%
8% 7% 7% 7% 7% 9% 8% 9% 8% MEDIAN INCOME (000'S) Personal $30.7 $31.3 $36.4
$38.5 $40.3 $42.7 NA NA NA NA Household $38.4 $40.0 $44.7 $47.3 $50.5 $53.7
$61.9 $65.2 $66.4 $68.5 EDUCATION LEVEL Non-High School Grad 9% 8% 8% 7% 6% 6%
5% 5% 4% 4% High School Grad 32% 34% 33% 34% 27% 28% 26% 25% 24% 24%
