What was..
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The Circuit of Culture Model
Started with William Harley, alongside Walter and
Arthur Davidson opening a factory.
These men tried selling their newly invented
‘motorcycles’ to the masses.
Harley Davidson began selling the bikes
recreationally.
After WWII, it became a mode of transport and a
way to relieve stress among many.
Initial image of Harley was a happy all American one
until a motorcycle riot took place, which changed
the way bikers were being viewed forever.
What is..
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Overview
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This presentation will guide you towards
the culture of Harley Davidson and how
it is being embraced internationally. Key
points on how the culture has survived
throughout the years and will survive is
the highlight.
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Motorcycle clubs like the Hell’s Angels took the
tough, rebellious stereotype of the biker and
launched it into the stratosphere.
However, today’s society has grown accustomed to,
and accepted the biker subculture as one of
patriotism and independence.
The newly developed class of more affluent riders
have nearly pristine riding gear that displays some
sort of Harley-Davidson logo as often as possible.
What will be..
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After surveys done, People around the world
are becoming more and more enamored with
the Harley mystique. “If you owned a Harley,
you were making a lifestyle statement: the
toughest, baddest guy on the block. Never
mind that you were a dentist or accountant.
You felt wicked astride all that power.”
Representation & Identity
Harley Davidson is a strong brand. Why?
Because of the emotion & imagery it evokes :
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Outlaw Motorcycle gangs
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Leather Jackets
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Tattoos
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Fierceness
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Dark straddling rider
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Loud rambling engines
“The bikers of today though, are the ones responsible
for maintaining an image and lifestyle that is worthy to
reflect the spirit of those who came before them in
order to pass the torch on to the bikers of the future.”
– Gary Johnstone
 According to Financial World magazine, a cover
story on the new face of bikers describes the “new
breed of well-heeled, middle-aged Harley
enthusiasts whom journalists like to identify as rich
urban bikers, to differentiate them from Harley's
traditional road-hardened blue-collar core
customers.
Similarly..
 Johnstone also stated that “Motorcycle owners
have changed. They're older, more affluent, better
educated -- and a lot more women ride their own.”
Because of the ideas and behavior of early enthusiasts, the
legend of the Harley-Davidson motorcycle, and the lifestyle
it represents has defined the existence of thousands, and
helped many more to experience a re-birth of the human
soul.
 These issues can obviously cause resentment inside
of the historically blue-collar subculture.
“Harley-Davidson logos and trademarks symbolize more than just the quality and
heritage of our products. They stand for something important enough that
people tattoo them on their skin. It’s something that can’t easily be expressed
with words, but is felt in the soul. For many, “Harley-Davidson” isn’t a name or a
brand. It’s a way of life.”
Picture credits : Google.com/images of Harley Davidson
Production & Consumption
Production
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Sales of new bikes were up by 30% nationwide (USA)
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Better & cheaper models re-released for affordability which widens the
consumption market.
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Cash cycle shorter as Dealers are selling new bikes below recommended
prices
Consumption
International successful sale figures because of :
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Bike lover’s awareness
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Loyal Riders & Collectors
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Successful marketing/branding strategy
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Ideology of ‘anyone that owns a Harley is cool regardless their job’
promoted
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Histories of Harley consumption
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Harley-Davidson continues to maintain an intimate relationship with
riders through activities like corporate sponsorship of and participation.
“Observed among Harley
owners is their tendency to
develop both technological and
stylistic advancements in
motorcycle equipment and
clothing. Such "grass-roots
r & d" is not unique to the biker
subculture, but is in fact visible
in many subcultures or groups
that exhibit extraordinary
commitment to a particular
class of products or
consumption activities” –
Wagner (2003)
Regulation & Methodology
Regulation
Research Methodology
 However, there are two groups of riders: Fulltime riders & Weekend Rider.
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 The bikes themselves tend to say a lot about the
rider. Weekend riders usually ride newer HarleyDavidson models such as: Fatboys, Roadkings,
Nighttrains, and V-Rods. Fulltime bikers,
however, like to ride older models like: Badboys,
Knuckleheads, Panheads, and Lowriders.
 The bike a person chooses can really say
something about his or her taste in motorcycles;
however, the most important decision involved
with a person’s bike is the way they choose to
customize it, so that it stands out from the crowd.
(consumption leading to regulation)
 Both groups mingle well and most topics of
conversation are centered around the bikes, of
course. Although the two sides look alike, the
differences are all to clear.
Read ethnographies of Harley Davidson
Surveys (Quantitative research)
Interviews (Qualitative Research)
Challenges & Further Question
Ensuring that the bikers of today are responsible
enough for maintaining an image and lifestyle that is
worthy to reflect the spirit of those who came before
them in order to pass the torch on to the bikers of the
future is the challenge that Harley Davidson faces.
(Hugo,1993)
With the biker congregation growing
rapidly internationally? How is the
identity of the bikers going to be
sustained or how much would the
identity change over time?
References to be sourced:
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Hopper, Columbus B. and Johnny Moore (1983), "Hell on Wheels: The Outlaw Motorcycle Gangs,"
Journal of American Culture, 6 (Summer), 58-64.
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Johnstone, Gary (1995) "Union Pacific Meets Roy Rogers". Classic Motorcycles. Twickenham: Tiger
Books International. p. 5
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Wagner, Herbert (2003). At the Creation: Myth, Reality, and the Origin of the Harley-Davidson
Motorcycle, pp.22–28, 42–44.
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Wilson, Hugo (1993). "The World's Motorcycles: America" (in UK English). The Ultimate Motorcycle
Book. London: Dorling Kindersley. p. 17.
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http://auto.howstuffworks.com/harley.htm
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http://www.harleydavidson.com/wcm/Content/Pages/Career_Opportunities/mission_and_values.jsp?locale=en_US