Harley Davidson is one of the leading motorcycle manufacturers in the world and one of the two large American motorcycle companies. Founded in 1903, the company survived through the Great Depression and the onslaught of cheaper Japanese motorcycles by companies like Honda.
The company is best known for its choppers and heavyweight motorcycles with engine displacements upwards of 700cc. The company continues to manufacture its motorcycles in America but has now started opening up plants across the world in a bid to stay competitive in native markets.
Harley-Davidson’s key to success has been its vision for a specific type of person, which is evident from its mission statement. So, understanding the company’s vision statement is key to understanding their success.
Harley Davidson Mission Statement
Harley Davidson’s mission statement is: “We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.”
At first glance, Harley Davidson’s mission statement seems to say that they are a motorcycle company for motorcyclists. When, in fact, if you read closer, they allude to also catering to the general public “by providing to motorcyclists and to the general public.” However, there are other elements within the mission statement which are worth examining closely.
The company starts out by outlining that its mission is to “fulfill dreams,” and these are the dreams of motorcyclists and regular people alike. In recent years the company has introduced motorcycles geared towards women and ordinary people.
In addition to motorcycles, Harley Davidson’s vision is to also offer “branded products and services” in a few markets. The company does this by its partnerships and endorsements of other products like video games, apparel, etc. It is also the reason why the company does not have to spend so much on branding because there are so many willing third parties to do it for them.
Harley Davidson Vision Statement
Harley Davidson’s vision statement is: “Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.”
The first part of Harley Davidson’s vision is to be an international company that caters to the “action-oriented” market. While the company has in the past mostly catered to Americans, in the last few decades, it has taken a more international approach, case in point being the company opening up a manufacturing facility in Thailand.
The second part is more of a commitment to its stakeholders, customers, employees, society, and suppliers. Now that’s an important part of the statement because it is only by striking the right balance between all these factors can the company turn a profit. That is after all, what Harley-Davidson believes is the “key to success.”
Harley Davidson Core Values
Harley Davidson’s core values are: “Integrity, be accountable, encourage creativity, inspire teamwork, individuality, and diversity.”
Harley Davidson has some very strong values, the most important of which is diversity and individuality. By focusing on being a diverse company, they can get into otherwise obscure markets. It also helps undo the stereotype associated with the brand. Individuality helps each person and their respective talents stand out, which is beneficial for the company in terms of creativity and branding.
Integrity and being accountable is what has helped the company build its current reputation. Some would also argue it is also what has helped Harley-Davidson weather numerous storms over the century.