Harley-Davidson, Inc., 2002:
The lOOth Anniversary
Patricia A. Ryan and Thomas L. Wheelen
"The year 2001 was our 16th consecutive year of record revenue and income, in spite of the weaker global economy,' said Jeffrey L. Bleustein, Chairman and Chief Executive Officer of Harley-Davidson, Inc. 'Worldwide retail sales of Harley-Davidson motorcycles in the fourth quarter were strong with 12.9 percent unit growth over last year.'
"1 THEMEFILLEDTHEROOM AS THE PLANNING COMMITTEE FOR THE100TH Anniversary Celebration met in preparation of the year-long event. It was a hot day in mid-July, and committee members were planning the final stages of the year-long 1O0th anniversary celebration of Harley-Davidson. The culmination would entail an open tour starting in mid-August in Portland, Las Vegas, Baton Rouge, and New York City and end in Milwaukee on August 29,2003, in time for the three-day party and celebration. Exhibit 1 shows the motorcycle routes for the participants. Company officials were expecting upward of 250,000 to participate in the final 1O0-year anniversary party celebration. At the end of the meeting, the committee discussed how to make the celebration one that Harley riders would never forget while at the same time encouraging a new, younger customer base to add to their aging baby boomer clientele.
History2
In 1903, William Harley (age 21), a draftsman, and his friend, Arthur R. Davidson, began
Experimenting with ideas to design and build their own motorcycles. They were joined by Arthur's brothers, William, a machinist, and Walter, a skilled mechanic. The Harley-
Davidson Motor Company started in a lOxl5-foot shed in the Davidson family's backyard in Milwaukee, Wisconsin. This case was prepared by Professor Patricia A. ...