Harley Davidson SWOT and PESTLE Analysis

Harley Davidson is an American motorcycle manufacturer which was founded in 1903 by William Sylvester Harley, Arthur Davidson, Walter C. Davidson, Sr. and William A. Davidson. The headquarters of the company are located in Milwaukee, Wisconsin. Today, the company is the 5th largest motorcycle manufacturer globally as well as a well-loved brand with a huge following. the brand has emerged as being much more than simply a motorcycle maker. It now has its own licenses, merchandise, apparel, décor, accessories, motorcycle models, video games and even Harley Davidson clubs. Theunique feature about the Harley Davidson bikes is that they introduced a new style of heavyweight motorbikes called the “chopper” motorcycle style with cruiser motors. The primary manufacturing centers of the company are located at York in Pennsylvania; Milwaukee in Wisconsin; Manaus in Brazil and Bawal in India with another plant recently constructed in Thailand. The company is operating in mainly two reportable segments – two-wheeler segment & the financial services segments under the names of Harley-Davidson Motor Company (HDMC) and Harley-Davidson Financial Services (HDFS) respectively. The Harley-Davidson LiveWire S2 Del Mar Le will be available in May 2022. The motorcycle will be built on Harley-all-new Davidson's Arrow Architecture, which was created specifically for electric motorcycles. The S2 platform, which is designed specifically for middleweight motorcycles, is likely to be used on the LiveWire Del Mar Le.

The USP of Harley Davidson lies in it being highest ranked company for Automobiles and Components for Gen Z. The Harley Davidson mission statement reads, “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” and the vision statement reads, “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.”