Harley‑Davidson

Harley‑Davidson started in a tiny Milwaukee workshop in 1903 when William S. Harley and Arthur Davidson turned a stride toward mechanized bicycling into something iconic. By 1907 they built their first factory and began scaling production, selling to police departments and laying the foundations of an American legend. It wouldn’t take long before their infamous “potato-potato” sound made waves across the US. During both World Wars, Harley supplied thousands of bikes to the U.S. military, deepening its rugged, patriotic identity. Postwar, returning soldiers helped shape the rebel biker image still tied to the brand. Innovation and cultural impact have been front and center ever since. Harley riders helped define the chopper aesthetic and cruiser culture. More recently the brand expanded with heavier V‑twins and introduced the LiveWire electric line. Today Harley focuses on premium touring, Softail and adventure models, plus EVs under LiveWire, while repositioning itself for profitability over sheer volume.