| The motorcycle is widely regarded as a symbol of | | | | exploiting the appeal of their older designs. Marketing |
| the rebel, a representation of youth, and an icon of | | | | the re-worked designs as distinctly American |
| Americana. The first recognized motorcycle design | | | | machines, the company rapidly regained its former |
| was made by a pair of German engineers in 1885, in | | | | customer base. They increased their hold further by |
| what was, essentially, a bicycle with an engine. While | | | | appealing to collectors, such as comedian Jay Leno, |
| Japanese manufacturers like Suzuki dominate the | | | | and making their machines easy to customize and |
| motorcycle market globally, in America, the | | | | re-tool. In fact, it is the customization market that |
| Harley-Davidson company has firm control over the | | | | has really allowed Harley-Davidson to stay so long in |
| market.It was during the late eighties and early | | | | the game despite stiff competition from the likes of |
| nineties that Japanese manufacturers such as Suzuki, | | | | Kawasaki and Honda. There is a saying that goes to |
| Kawasaki, Honda, and Yamaha gained a foothold in | | | | state that the rarest type of Harley one can find is |
| the worldwide motorcycle market that they have | | | | one that is completely stock; that is, one that has |
| never let go. They were designed and built with | | | | not been modified in any way. Indeed, many Harley |
| better performance, better handling, and better | | | | enthusiasts believe that the main weakness of |
| quality. It is no secret that their promotional | | | | Japanese bikes is that they are not as easily |
| campaigns during the early years also targeted the | | | | customizable as a Harley is.Regardless of whether or |
| negative reputation of the Harley-riding bikers and | | | | not one believes the reputation of Harley biker gangs |
| the public fear of biker gangs. While such attacks | | | | or enjoys being able to customize their personal |
| ceased quickly, the tarnish it left in the reputation of | | | | motorcycle, these machines are here to stay. |
| the Harley has not been removed. That alone is | | | | Production of both Japanese and American bikes |
| speculated to be the cause of Japanese | | | | have not slowed down and there are, statistically, |
| manufacturers holding such a strong presence, even | | | | more bike owners than automobile owners. That |
| with the American buying public. Also, by reputation, | | | | statistic holds especially true outside the US, where a |
| the Japanese machines were easier to maintain and | | | | bike is a more common means of private |
| the general public did not associate them with | | | | transportation for the average citizen than a car is. |
| leather-clad degenerates, though the biker | | | | This embracing of the motorcycle is happening |
| stereotype is drastically incorrect.However, | | | | despite the higher accident rate for bikes than any |
| competition has not driven the main American | | | | other private land vehicle out there. It doesn't seem |
| manufacturer, Harley-Davidson, into the background. | | | | to matter what country one goes to; the youth of |
| After taking time to formulate the proper strategy, | | | | every culture seems to view these two-wheeled |
| the American manufacturer returned to take back its | | | | machines as symbols of teenage euphoria and thus, |
| market share. The company did so not by | | | | the adrenaline rush associated with a bike ride is, as |
| attempting to match the more family-friendly | | | | they say, like nothing in this world. |
| reputation of a Japanese motorcycle, but by | | | | |