1.2 How does HOG help develop a relationship between the company and the rider? Harley-Davidson does not just make worldfamous motorbikes – it sells a dream. From its start more than 100 years ago, Harley-Davidson has had a profound impact on the sport of motorcycling and the people who ride motorbikes.

From its humble beginnings in a small shed in Milwaukee where three friends turned out their first bike, the company now produces over 300,000 bikes a year. The company’s turnover for the year ending 2003 was in excess of $4.6 billion

(a 13 per cent increase on 2002), generating a gross profit of around $1.7 billion. Besides making its famous bikes, such as the Ultra Classic Electra Glide touring bike weighing over 370 kilograms with a twin-cam 1500 cc engine, the company also produces parts and accessories and a range of branded clothes and collectables. It is a global company, selling bikes all over the world; the fastest growth area in bike sales is currently Japan.