Harley-Davidson® History: How It Became an Iconic Brand

Key points

• Harley-Davidson, an iconic American motorcycle brand, was founded in the early 1900s by childhood friends William Harley and Arthur Davidson, who shared a fascination with bicycles and motorcycles. They created their first motorcycle in 1903 in Milwaukee, Wisconsin, marking the beginning of the brand's long and storied history.
• The brand has a rich history of innovation and resilience, surviving through various historical events and changes in the industry. Notably, Harley-Davidson played a significant role during World War I and II by supplying motorcycles to the U.S. armed forces.
• Over the decades, Harley-Davidson has introduced numerous models that have become milestones in the motorcycle industry, including the introduction of its first V-twin powered motorcycle in 1909, the iconic Sportster® in 1957, and the electric Livewire™ in 2019, showcasing the brand's evolution and adaptability.
• In 1983, Harley-Davidson and Universal Technical Institute (UTI) established a relationship leading to the creation of a specialized manufacturer-specific OEM training program for students interested in gaining expertise with the brand. This program covers a wide range of topics, from vehicle service to powertrain and electrical diagnostics, providing comprehensive training for aspiring motorcycle technicians.
• The Harley-Davidson specialized training program at UTI offers numerous benefits, including the opportunity to earn Harley-Davidson PHD assessments and credentials, access to current technology aligned with Harley-Davidson University™, and preparation for employment in Harley-Davidson dealerships.¹ The program is available at UTI campuses in Orlando, Florida, and Phoenix, Arizona.

Few motorcycle brands command the same name recognition as Harley-Davidson. The iconic American company established in the early 1900s has developed a huge following and remains one of the world’s largest manufacturers in the industry.

Childhood friends William Harley and Arthur Davidson are the ones to credit for the creation of the brand. Both had an early fascination with bicycles and worked on prototypes for motorcycles in their spare time.

This led to the creation of their first motorcycle in 1903 in Milwaukee, Wisconsin, and resulted in an upward trajectory that got them through a range of changes and struggles through the years.

In 1983, UTI and Harley-Davidson developed a relationship that led to the creation of a specialized training program available to students interested in working with the brand.

Keep reading to learn more about this relationship as well as more about the Harley-Davidson history.

Harley-Davidson Background

Harley-Davidson founders William Harley and Arthur Davidson worked together on the prototype for their company’s first motorcycle in a 10-by-15-foot shed. It was completed in 1903, but they immediately began working on a newer and more modern bike.

A new prototype featuring a bigger engine was completed in 1904. This model participated in motorcycle racing at State Fair Park in Milwaukee. The first production bike, the Harley-Davidson Model No. 1®, was released in 1905 and was very similar to the first two bikes produced.

The company was producing complete bikes on a limited basis, however. The first Harley-Davidson dealer was Carl H. Lang of Chicago, who sold three of the five bikes that had been built in the backyard shed.

The first Harley-Davidson factory was built in 1906 on Chestnut Street in Milwaukee, where the company produced 50 bikes that year. The company was officially incorporated in 1907. By this time, Arthur’s two brothers, Walter and William Davidson, had joined the initiative.

In 1917, about 50% of Harley’s sales went to the U.S. armed forces for use in World War I. The first service school was operated in Milwaukee to train Army mechanics.

Harley-Davidson completed its facility on Juneau Avenue in 1920. It was seven stories high — and still exists today for use as the corporate office center.

From 1941 to 1945, Harley-Davidson informed dealers that, due to commitments with the Army, dealers were guaranteed one new bike per model year for the duration of World War II. An estimated 88,000 motorcycles were built for the military at this time, along with a huge supply of repair parts.

Production increased through the years with the brand thriving through a range of historical events. To this day, Harley-Davidson remains an iconic American motorcycle brand.

Where Is Harley-Davidson Made?

The iconic brand has come a long way from shed builds. Today, Harley-Davidson bikes are assembled in York, Pennsylvania, and Menomonee Falls, Wisconsin.

The York, Pennsylvania, production facility is 1.5 million square feet! A tour highlights advanced manufacturing tools like CNC machines, robotic welding arms, 3D printers, laser cutters and more. This facility produces the Sportster, Cruiser, Touring and CVO™ families of motorcycles and the LiveWire electric motorcycles. 

The 849,000-square-foot Menomonee Falls factory is located just outside Milwaukee, where the brand began. Dubbed the home of the “Big Twin,” this facility assembles the powerful V-twin engines that power some of Harley-Davidson’s most beloved bikes.

Harley-Davidson Models by Decade

While it would take a while to list all the different Harley-Davidson models by year, breaking it down by decades helps highlight some of the milestones the brand has had.

Following up the first production bike in 1905, the company introduced its first V-twin-powered motorcycle in 1909, one of the most prominent innovations in Harley-Davidson history! This led to a jump in production and more innovations as the decades went on.

1910s Harley-Davidson motorcycles

1911 7D®: The first successful V-twin produced by Harley-Davidson, the 7D helped champion an engine configuration that has been used consistently in years since.

1914 10-F®: This V-twin was the first bike to feature two speeds, which was an advancement for the brand. It also featured a “step-starter” similar to the modern-day kick-starter.

1920s Harley-Davidson motorcycles

1925 JD®: The introduction of this model helped the company make an impact in the industry as far as styling, with the fuel tank sporting a rounded, teardrop shape.

1929 D-Series®: To compete with the Scout being produced by Indian Motorcycle, Harley-Davidson released the D-Series, which introduced the side-valve, 45ci, V-twin engine known as the “45” or flathead.

1930s Harley-Davidson motorcycles

1932 R-Series®: To replace the D-Series, the R-Series was introduced with new styling that helped shape Harley-Davidson as a staple of Americana. It also helped the company through the Great Depression.

1937 UL®: As the company made a comeback from the Great Depression, Harley-Davidson released the UL, which was a Sport Solo® model featuring a recirculating oil system and four-speed transmission.

1940s Harley-Davidson motorcycles

1942 WLA®: The WLA was produced for the Army during World War II. It had a V-twin engine and was fitted with special features and equipment for the war.

1948 FL®: There were several changes introduced to Harley-Davidson designs with the 1948 FL, which featured a new “Panhead” V-twin engine.

1950s Harley-Davidson motorcycles

1952 K-Model®: The K-Model was designed with the image of a race bike in mind, and Harley-Davidson wanted something lighter than some of its previous models.

1957 Sportster® XL: The Sportster was introduced with the hopes of getting bikes to customers across the country. The model was produced to be economical and easy to maneuver.

1960s Harley-Davidson motorcycles

1961 Super 10®: The Super 10 was touted as a smaller, entry-level motorcycle. The vehicle featured a two-stroke, air-cooled engine.

1965 FL Electra Glide®: This model featured the last of the Panhead engines. It was also the first Harley-Davidson with an electric start. Due to this combination, it has become a popular collector’s bike.

1970s Harley-Davidson motorcycles

1971 Factory Experimental FX Super Glide®: This model was marketed as the first custom in the chopper movement from Harley-Davidson. It was part of a midrange line that offered the handling of a Sportster with the power of a big-twin engine.

1977 FXS Low Rider®: A variation of the FX Super Glide, the Low Rider motorcycle was introduced and featured extended forks. It was an instant hit and outsold other models during its first production year.

1980s Harley-Davidson motorcycles

1980 FXB Sturgis®: Harley-Davidson released this model to honor the historic Sturgis motorcycle rally held annually in South Dakota. It featured classic black paint with red trim and was a limited-edition model, with only about 1,500 made.

1984 FX/FL Softail®: A revelation came in the ’80s with the introduction of the Softail platform, which was designed to look like Harley-Davidsons from the ’40s and ’50s. The suspension featured hidden shocks.

1990s Harley-Davidson motorcycles

1990 FLSTF Fat Boy®: The Fat Boy was a cruiser motorcycle designed for Daytona Bike Week in 1988 and 1989. The production model went on the market in 1990.

1992 FXDB Daytona®: A tribute was made to Daytona Beach with the production of the FXDB Daytona motorcycle. It featured chrome trim and a pearl paint job. Only 1,700 were built.

2000s Harley-Davidson motorcycles

2002 FXDWG3®: This model featured a factory-custom look that was designed for those who wanted something a bit different. It featured custom mirror stalks and grips, as well as paint accented with flames.

2007 FXDB Dyna Street Bob®: The design of the Street Bob was inspired by minimalist styling. It ditched a passenger seat and pegs for a more streamlined look and appealed to the solo rider.

2010s Harley-Davidson motorcycles

2014 XG Street®: This sporty displacement bike was introduced to capture a younger market. It mimicked the K-Model in that it was marketed as an inexpensive and fun option.

2019 Livewire™: The Livewire was the first electric vehicle designed by Harley-Davidson, featuring a battery that provides 146 miles of city range.

These are just a handful of Harley-Davidson models produced over its long history. Students have the opportunity to train on both late- and early-model bikes when they enroll in manufacturer-specific programs at UTI.

Harley-Davidson Establishes a Relationship with UTI

The relationship between Harley-Davidson and UTI was established in 1983 and led to the development of UTI’s 48-week Harley-Davidson Training program for students wanting to undergo specialized training with the brand.

In UTI’s Harley-Davidson Training program, after completing 18 weeks of core motorcycle technician courses such as Chassis, Suspension & Final Drive and Electrical Diagnostics, students move on to 30 weeks of Harley-Davidson-specific courses broken up into three sections:

Harley-Davidson Late Model: This section of the program is 24 weeks long and teaches students core H-D skills. Students practice being technicians, service writers and service consultants, helping them develop motorcycle technician skills Harley-Davidson dealerships across the nation value. Courses include:

• H-D Tech 1 – Introduction to Vehicle Service

• H-D Electrical Diagnostics

• H-D Powertrain Service

• H-D Chassis Service

• H-D Dealer Service Operations 1 and 2

Harley-Davidson Early Model: The H-D Early Model course lasts 3 weeks and gives students the opportunity to get hands-on practice maintaining and repairing bikes that date back to 1936!

Harley-Davidson Screamin’ Eagle: This exciting 3-week course walks students through Screamin’ Eagle performance options and applications. From cylinder heads to camshafts and exhaust systems, they are taught about components designed to enhance drivability. 

Program benefits

The Harley-Davidson specialized training program offers a number of benefits for those who choose to enroll, including:

• Harley-Davidson PHD assessments: Students can learn the PHD assessment process, which is important for the Technician Recognition program. PHD course credits can be earned for VCS as well as electrical diagnostics.
• Comprehensive learning: The Harley-Davidson Training program includes courses focused on H-D late model, early model and Screamin’ Eagle motorcycles, providing students the opportunity to get hands-on with several different H-D bikes before even graduating! 
• Current technology: Courses and topics covered in the Harley-Davidson Training program are aligned with Harley-Davidson University.
• Credentials: Graduates receive credit for 12 months of work experience they can apply toward Harley-Davidson’s field recognition program, and they are qualified for employment in dealerships.

FAQs

Who is the owner of Harley-Davidson?

Harley-Davidson, Inc. is a publicly traded company, meaning shareholders who hold its stock own it. Shareholders include investment firms and American individuals passionate about the brand. 

Are Harley-Davidson motorcycles American-made?

Harley-Davidson motorcycles are mostly manufactured in the United States. The main production facilities are in Pennsylvania and Wisconsin, although some components come from international Harley-Davidson assembly plants in Brazil and Thailand.

How did Harley-Davidson's first motorcycle compare to other motorcycles of its time?

Harley-Davidson's first motorcycle stood out for its innovative engineering, including a loop-frame design that provided improved stability and performance compared to many contemporary models. Harley-Davidson was also one of two motorcycle brands to survive the Great Depression!

Learn More About Harley-Davidson History at UTI

If you have a passion for Harley-Davidson motorcycles with a desire to work as a motorcycle technician, there’s no better way to get prepared than with specialized training at UTI. Earn credentials and feel confident after graduation knowing you’re prepared to pursue an entry-level position at a Harley-Davidson dealership.¹

Learn more about the program by requesting information here or by calling 1-800-834-7308.

Campuses That Offer Harley-Davidson Motorcycle Mechanic Training

• Phoenix, Arizona
• Orlando, Florida