Paper Summary:

This paper analyzes Harley Davidson's place in the US and global motorcycle industry. First, the paper examines how the the global industry differs slightly from the US industry, which is dominated by a demand for heavyweight motorcycles. According to the paper, Harley-Davidson's brand is based on the concept of freedom, individuality, and self-expression While its competitors in the U.S. have introduced some products that appeal to these qualities in various market segments none have done so in the way that Harley-Davidson has mastered.

From the Paper:

"The US and global industry for motorcycles differs slightly in that the motorcycle industry in the US is dominated by a demand for heavyweight motorcycles which are classified as 651 cc and above where cc represents engine displacement. Harley-Davidson's brand is based on the concept of freedom, individuality, and self-expression (Peter, 1998). While its competitors in the U.S. have introduced some products that appeal to these qualities in various market segments none have done so in the way that Harley-Davidson has mastered."

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