Harley-Davidson has been around for 116 years — but the iconic company is facing new challenges
But the brand remains an American icon, and its history is fascinating.Harley-Davidson isn't just the most famous motorcycle company in the world — it's also one of the most legendary and beloved brands in human history.
Harley-Davidson got its all-American start in 1903, at the dawn of the Motor Age. Two friends got together and combined bicycles with newfangled engines. Horses would never forgive them. Fast forward 116 years and Harley's market capitalization is nearly $6 billion. That's not to say that the last 100 or so have been a completely smooth ride. Harley made it through two world wars and a very rough restructuring during the financial crisis. And now it's up against new challenges, as CEO Matt Levatich works to globalize sales amid a US market decline, recruit younger riders, and contend with the itchy Twitter finger of President Donald Trump, who has praised and penalized Harley in equal measure.
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