Fullfilling Dreams (USF homework assignment)

We Ride!

Harley-Davidson Through the Years: Fulfilling Dreams

"Every ride is an escape with a sense of freedom found no where else, each road trip is an adventure
that gives us lifelong memories." Karen Davidson
(Great granddaughter of co-founder William A Davidson, Creative Director, General merchandise.)

Motorcycling in the 50's - 70's was a male dominated sport. Hollywood embraced and immortalized Harley riders as bad boys, heroes and heartthrobs.

Marilyn Monroe and James Dean

1920's Vintage Harley-Davidson magazine advertisement.

1954: Being Admired: Eve Goldman on a BMW R69

Before 1970, women riders were rare in this male dominated sport. In fact most Harley-Davidson ads concentrated more on sexing it up rather for the purpose of the male view than empowering women. Women were relegated to the back of the bike.

1974 H-D magazine ad “Harley Davidson. Make one stop…and go.” The women featured aren’t actually “riding” the bike but are geared up in Logo merchandise, while another woman sits admiringly at the male rider’s knee.

Women were rarely "riders" before 1970.

Jane Mansfield

1950's Harley-Davidson "Enthusiast" magazine ad...Direct marketing to a loyal customer base.

1970's Women begin to move from the back to rider.

2009: Harley-Davidson's begins to genuinely reach out to the female customer.

Harley Davidson sponsors events just for women such as Garage Parties and Motorcycle Riding Instruction class: just for women. Did you know 35% of new bike
sales are to women?

ANNOUNCES PLANS FOR WOMEN RIDERS MONTH 2010
Milwaukee to Host Female Riders from Across the Country in May.

2010: Today there are many resources for Women riders. Harley-Davidson launches campaigns to include women as part of the "HOG / LOH culture." As well, women riders can find support and information groups such as: Roar Motorcycles, Women on Wheels and Harley-Davidson's own website addition: Just for Women - Inspired to Ride.