“Case 11: harleydavidson.com and the Global Motorcycle Industry”

Harley-Davidson (H-D) motorcycles have proven to be a huge success not only by providing stylish motorcycles but accessories as well as the ability to finance through Harley.  The firm increased their value 74% alone in 1998.  Harley has obtained full ownership of Buell Motorcycle Company; a manufacturer of sport motorcycles based on H-D’s components and previously established Eaglemark Financial Services., Inc to provide financial services to dealer and customers (Peter/Donnelly Jr., (2008), p.354).  H-D’s management believes that the Internet is a powerful marketing tool and its website is affectionately called the “anti-website” since it encourages visitors to get off-line and onto their motorcycles.