Harley contemplates future as its celebrates its motorcycle past
One of the most famous motorcycle manufacturers in the world has found itself at a corporate crossroads this week as Harley-Davidson celebrates the past and contemplates the future.
The Milwaukee motorcycle manufacturer has outlined the many celebrations coming up throughout the rest of the year at its remarkable museum while also taking questions on its move to open an Asian headquarters in Singapore.
While those at Harley-Davidson will say the office is needed to satisfy the incredible international desire for anything related to the most famous motorcycle brand in the world, there will be some that worry the road to the future could take the company away from its past.
The interesting report came from Milwaukee Journal Sentinel’s Rick Barrett who wrote that Harley-Davidson ‘wanted an Asian office, partly to better understand the challenges of doing business in China, India and other fast-growing nations.’
"Every market has its own policies around tariffs and taxes, policies around non-economic issues like licensing. So this is where our investment here is really going to help us because we have people closer who know what's happening and what needs to happen, rather than trying to do it from Milwaukee," Matt Levatich, Harley-Davidson president and chief operating officer, told Bloomberg News in Singapore.
But will this growth, which some feel is needed for the continued success of the HOG brand lose that hometown passion that can be seen in the Harley-Davidson museum nestled in Milwaukee history at 400 West Canal Street?
Ironically, as the company gave interviews discussing the Asian office, Harley-Davidson was reflecting on the volumes of historic opportunity it was hoping to ride out this year.
After all, with more than 108 years of history, Harley-Davidson is bound to have some interesting pieces buried deep in its Archives. But reportedly, even the most dedicated motorcycle enthusiast is in for more than a few surprises when the special summer exhibit, Collection X: Weird, Wild Wonders of the Harley-Davidson Museum, opens June 11.
The motorcycles, leathers, and accessories for which the Company is known make up just a small fraction of the hundreds of artifacts that will be on display in the 10,000-square-foot Garage exhibit space at the Museum through August 21.
The never-before-seen prototype bikes that were created as concepts but never manufactured or sold are sure to get bikers and engineering enthusiasts talking. History buffs will revel in the early 20th century motors – Harley-Davidson made motors for everything from lawn mowers to military drones – as well as the vehicles, old photographs, and riding goggles, belts, and other accessories. And fans of pop culture and anything that’s out of the ordinary, interesting, and offbeat will enjoy the huge variety of unearthed items, from t-shirts, belt buckles and folk art, to inventions like the brake light helmet.
“Harley-Davidson’s rich heritage is filled with many unique and little-known business endeavors,” said Bill Davidson, Vice President of the Museum. “I couldn’t be more excited about the Harley-Davidson Museum hosting this summer’s exhibit and displaying for the first time the items that represent these different ventures.”
Some of the exhibit highlights will include
The Cyclone Motor-Sled, “Pop’s Trolley”
This 10-foot-long canvas-covered spruce sled is one example of the many uses found for Harley-Davidson motors over the years. The motor-sled was sold as a kit by the Mead Company in Chicago in the 1930s, and $38.50 bought the entire sled, except for the countershaft, propeller and engine. The sleds were powered by Harley-Davidson motorcycle engines – some of these engines came from owners’ motorcycles that weren’t being used in the cold winter months in the Midwest. This particular sled is painted blue and white, with the moniker “Pop’s Trolley” on the side.
Harley-Davidson Prototypes
A concept vehicle from the early 2000s with two front wheels and one rear wheel and another from 1981, are two examples of the prototype bikes that will be on display, showing a unique facet of Harley-Davidson product development, engineering and creativity.
All-Leather Chopper from Red Moon in Japan
This ¾ scale chopper replica is made entirely from leather, from the wheels to the frame to the headlight. Even the spark plug boots, chain, fuel valve, and tools in the tool bag – all functional – are made from leather. The piece was handmade in 2000 by artisans from Red Moon, a Japanese company that specializes in leather products. It took 20 craftspeople more than two years to complete the piece, which was created as a tribute to Harley-Davidson in celebration of Red Moon’s 10th anniversary.
1913 electrical transformer from Harley-Davidson factory in Milwaukee
This 8-ft, 8,000-lb electrical transformer helped power the Harley-Davidson factory (now its corporate headquarters) in Milwaukee from 1913 through the 1990s. What’s most impressive is that up until this year, the transformer was still being used as back-up power at the Juneau Avenue building. Visitors to the exhibit will see the nearly century-old transformer next to a photo from the day it was delivered to the factory from General Electric Co. in New York in 1913. At that time, when the industrial age was booming, the Motor Company boasted about being the largest individual user of electrical power in Milwaukee and the only company in the city to have an electrical furnace.
Although bikers don’t typically need an excuse to ride, the Harley-Davidson Museum has some special events planned as well. Members will get a preview of the exhibit a full day before its opened to the general public. To celebrate the event, a members-only preview and reception taking place at the Garage exhibit space from 5-7 p.m.
On July 23, ‘Untold Stories: Meet Frank Fritz, American Picker ‘ will spotlight Frank Fritz, one of the stars of the popular History Channel show, American Pickers, and vintage motorcycle collector, who will visit the Museum to share stories about his career and his “picking” strategies as he travels the country in pursuit of rare and unique treasures.
All these current events leave bikers able to ponder the paradigm that the company finds itself in as they wander the Harley Davidson Museum. Will the company that brought together ‘a reflection of American history and pop culture like you’ve never seen it before’ be able to remain true to those roots as the powers that be stand by its shareholders to deliver that famous brand abroad, wholesale fashion?
Some could say Harley owes it the people who love the company regardless of any stock ownership, with the understanding successful international sales will help the company remain profitable and more importantly, stay in business.
Regardless of the individual determinations bikers come to, every one of them should plan a visit to Harley-Davidson’s museum. Whether a Harley fan or not, the collections and exhibits take riders on a walk though motorcycle history that is hard to find anywhere else. The trip down two-wheeled memory lane is enhanced by the ride over to the museum as you make your way through Milwaukee, a city that gives an idea of the industrial might enjoyed by America at its economic height.
The 130,000 square-foot Museum complex opened to the public in July 2008 and is the perfect avenue for the Harley-Davidson Archives which holds hundreds of thousands of artifacts, including more than 500 vehicles, nearly 25,000 pieces of marketing literature and other documents, over 12,000 pieces of clothing, accessories, and collectibles, and almost 150,000 pieces in the photo collection, including prints and film and glass negatives, and thousands of other items including recorded media, publications, and art.
There is so much at the museum in fact, attendees should expect a full day.





