100 Years of Harley-Davidson Advertising
Daily Slideshow: From the 1900s to the 2000s, 100 Years of Harley-Davidson Advertising features a collection of some of the best Motor Company advertisements throughout the twentieth-century.
Harley-Davidson Archive
100 Years of Harley-Davidson Advertising is a coffee table book with some of the best Harley-Davidson advertisements from the twentieth century. With assistance from the Harley-Davidson Archive staff, and an introduction by Jack Supple, CEO of Carmichael Lynch, 100 Years of Harley-Davidson Advertising is a visual treat for all Harley-Davidson aficionados.
[All photos: HDMC | Melcher Media | Bulfinch Press 2002]
1910s: Sophistication
Founded in Milwaukee, Wisconsin in 1903, Harley-Davidson began to mature as a company by the mid-1910s, presenting a sophisticated brand that capitalized on mechanical innovations, freedom, and its American heritage.
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1910s: War Footing
Harley-Davidson motorcycles were first used in a military role during the 1910 Mexican Revolution, which proved the value of having a fast, mobile infantry. By the end of the decade, more than half of all Harley-Davidson motorcycles produced were shipped to France, destined for action in WWI.
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1920s: Dealership Network
As early as 1925, Harley-Davidson had established an international dealership network. Offering service and parts, dealerships also became a place for enthusiasts to gather, which established a link between riders and the factory that exists to this day.
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1920s: Dual Design
From 1928 to 1930, Harley-Davidson produced a street version of its 'two cam twin' racing motorcycle in both 61 and 71 cubic inches. The bikes soon earned the reputation as one of the fastest street machines of the day.
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1930s: Logo Collage
As one of the most recognizable brand symbols, the Harley-Davidson 'bar and shield' has been presented in many forms. Seen here, is a version with a 'collage' of motorcycling lifestyle images celebrating the Motor Company's twenty-sixth year of production.
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1930s: Sidecar Flapper
Colorful illustrations with romantic scenes were once the mainstay of Harley-Davidson advertising. Depicted here is the short-lived styling exercise that employed a dual exhaust and a dual headlight setup.
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1930s: Model EL
Introduced in 1936 during the troubled times of the Great Depression, the Model EL was a financial gamble that was kept under wraps until 1937 due to mechanical issues. The EL is now considered to be one of Harley-Davidson's defining motorcycle designs.
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1940s: In the Service
Harley-Davidson built over 90,000 motorcycles during WW2. As a workhorse for the Allied military forces, the 45-cubic-inch WLA saw domestic and global service, including far-flung locations in China and Russia.
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1950s: Popular Panhead
After WW2, Harley-Davidson experienced an upswing in sales and produced almost 30,000 motorcycles in 1948. As riders took to the open road in post-war America, they did so on new, and powerful Panhead powered Harley-Davidson motorcycles.
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1950s: Model S
At the mid-century mark, and as part of the War Reparations Act, Harley-Davidson received permission to produce a version of the German DKW. The 125 Model S was marketed as a fun, lightweight, and economical mode of transportation.
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1950s: Model K
The 750cc Model K made its debut in 1952 as a match for the fast and nimble British bikes that were being imported into the United States. Despite a few shortcomings, the Model K was an instant success and laid the groundwork for the venerable Sportster line-up.
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1960s: Hi-Fi Years
On offer in the 1960s were the Duo-Glide and Sportster models, along with various lightweight models, and a scooter called the 'Topper.' The 1960's line-up were painted in 'Hi-Fi' colors that included a brilliant Sapphire Blue, and a retina-searing, nearly iridescent red and green.
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1960s: Aermacchi
To compete with the influx of lightweight motorcycles imported from Japan, Harley-Davidson partnered with the Italian manufacturer, Aermacchi, in 1962. Together they produced the Sprint and other versions of the popular four-stroke single.
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1970s: Flat Track Victories
The XR 750 was the mainstay of flat-track racing. Although sparsely produced in the 1970s, Harley-Davidson celebrated its frequent race victories with printed posters, as seen here with this graphically styled poster announcing wins at the Louisville National.
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1970s: Sportster Bullet
The Sportster, considered a 'super-bike' in the 1960s, started to lose its first-place status in the early 1970s. The change in status did nothing to tarnish the Sportster's reputation of delivering arm-wrenching, torque-delivering, and bullet-like acceleration.
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1970s: Street or Snow
The 1970s witnessed Harley-Davidson's foray into the snowmobile market. In 1973 the FLH-1200 was advertised as the “Great American Freedom Machine,” a catch-phrase that exists to date in Harley-Davidson advertising. The FLH line-up, referred to as 'Deckers' became the standard for what is know known as Baggers.
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1970s: Desert Face Off
With a 'sex-sells' advertising effort, Harley-Davidson tried to bolster sales of its lightweight 175cc and 250cc models. With little sales success, the lineup was retired by the end of 1975.
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1980s: Fly on Both Wings
Possibly one of the most important announcements ever made by the Motor Company was the break from the AMF conglomerate that had controlled Harley-Davidson since 1969. The early 1980s also saw the launch of the Softail platform — considered a benchmark motorcycle design for Harley-Davidson.
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1980s: Copycats
The cruiser class of motorcycles appeared in the 1980s, along with the ubiquitous 'UJMs' produced by the top four Japanese manufacturers. With a different cultural view of copy and imitation, Japanese motorcycle companies became the target of Harley-Davidson advertising as the Motor Company laid claim to the innovative, Erik Buell designed, FXR.
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1980s: Non-Disposable
Harley-Davidson did its best to be inclusive despite the tensions over design-copying experienced during the early 1980s. In a somewhat contradictory message, the above advertisements both welcome everyone to their dealerships, while pointing out that the Motor Company bikes are not disposable objects — unlike their competitors.
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1980s: Essentials
Returning to home shores, Harley-Davidson reminded riders of its legacy. Using the new Heritage Softail Classic, this advertisement reinforces the concept that Harley-Davidson is part of one's life essentials and a vital member of the family.
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1990s and Beyond: Solo Rider
In an era of grunge music and slackers, advertising in the 1990s took on a decidedly independent tone. Freedom and escape from the daily grind on a Harley-Davidson motorcycle was the suggested relief for a nation about to enter into the first Gulf War.
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1990s and Beyond: Group Rider
The Harley Owners Group had cause for celebration in 1993, as the largest motorcycle organization in the world with 600,000 members, H.O.G. sounded off on its tenth birthday.
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1990s and Beyond: Boss' Thumb
To escape the pressures of the mid-90s workplace, Harley-Davidson offered the tempting Dyna Wide Glide with raked forks, a twenty-one-inch front wheel, and bobbed rear fender. The Wide Glide was a nostalgic design that hearkened back to simple chopper designs and the pretense of a carefree attitude.
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1990s and Beyond: Jacket Directions
As 100 Years of Harley-Davidson Advertising closes-out the century, it puts the attention back on the rider. Harley-Davidson's apparel line presented this 1998 advertisement featuring the iconic Schott jacket design along with some creative garment care instructions.
The awesome book is available on Amazon, in case you would like to add it to your H-D collection.
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