Harley-davidson turn a bad reputation into a USP

º From 1969 till 1981 Harley-davidson were owned by American Machine and Foundry, yep AMF, the bowling alley people. During this time quality declined and the bulk of the US motorcycle market chose to buy Japanese, however The Motor Company were still the chosen brand of America’s outlaw bikers. The H-D management weren’t delighted about this and their advertising relentlessly attempted to present a clean-cut image of motorcycling. There were no sawn-off denim jackets or tattoos in Harley adverts. Following the management buyout in 1981 quality and reliability issues began to be addressed and a new advertising agency appointed. Carmichael Lynch understood including rebels in H-D’S branding would increase appeal. A clever ad campaign was followed by the creation of the Harley Owners Group, the factory approved version of the outlaw biker. Then came the Evo engine and suddenly Harley were the brand not just of outlaws, but wannabe outlaws too.