Harley Davidson: a corporation masquerading as a way of life

Harley Davidson – it’s an iconic name; one of the oldest in motorcycling, having produced their first bike in about 1903. Millions of people round the world ride one – and that kind of history and global reach has to be respected. Everyone wants to own a Harley, don’t they?

Actually, no – at least not in this country. They’re fine in the mid-west of America with long straight roads for long-distance cruising between towns and cities but why would anyone choose to ride one on our small, rainy, overcrowded island? There is but one reason – image. People are sold the American Dream and by buying a Harley – plus all the costly accessories - they can have a piece of that dream, whether they live in Sarasota or Sidcup.

And you’ll pay through the nose for it - a quick look at the UK dealer list reveals that prices for the Ultra Classic Electra Glide START at £29,995! This of course is many thousands more than a top of the range Japanese/Italian/German/British etc motorcycle. The Harley will also be less dependable, doesn't enjoy the quality or workmanship, and won't even perform as well – the reality is that very few Harleys are truly fast or powerful. Most are just loud rattle traps. In anything else but a Harley, the extremes that most owners go to would be considered tacky and tasteless, and probably laughable. So why do so many people flock to HD dealerships and wait in line for months for a Harley? Why does a Harley hold its resale value so well when all the cards are stacked against it?

Because of one thing: image.

Image is a powerful thing. With a Harley Davidson, you are sold the image of the open road, of freedom, of brotherhood. You can get a hundred weight of chrome on one of those motorcycles straight from the factory. Matching leather everything as well, even down to the little official HD logo, which is soooo important. Studded, braided, polished, painted, chromed….all image.  

Then there’s the other side of the HD legend. It’s easy to walk into a dealership, buy a new Harley Davidson, and then tell yourself, "I own a Harley, therefore I am a bad ass because a Harley is a bad ass bike”. It doesn't matter that you're overweight, ugly, have mice living in your beard, live in suburbia, on your third marriage, and wear a suit to work. You're baaaad because you own a Harley.

Baaaad? Or Sad? You decide….