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softnet - MOTO
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NEW YORK 19 December 2007 - If you're the $6 billion-a-year Harley-Davidson company, the thing you want most this Christmas is to prop up the illusion that you market a vehicle for an edgy, outlaw lifestyle. The new holiday commercial features a death-skull-faced Santa dressed all in black from his head to his toes, with a sleigh pulled by eight Harleys spewing fire in their wake.
The Harley-Davidson Motor Company (NYSE: HDI) is an American manufacturer of motorcycles based in Milwaukee, Wisconsin, United States. It is one of the two remaining American mass-producers of motorcycles (along with Victory Motorcycles). The company emphasizes heavy bikes designed for cruising and known for their distinctive exhaust noise.
Harley-Davidson motorcycles (popularly referred to as "Harleys") are distinctive in design and attract a loyal following, and hold their resale value very well compared to other vehicles. A well maintained vehicle might never drop in value at all, although regular maintenance is expected.
The company supplies many domestic police forces with their motorcycle fleets. Harleys are especially noted for the tradition of heavy customization that gave rise to the chopper-style of motorcycle. It also licenses its logo, which is a profitable side business ($41 million of revenue in 2004, or almost 5% of net income).
Since 1998 Harley-Davidson has also owned Buell Motorcycle Company.
The Harley-Davidson V-twin engine
The classic Harley-Davidson engines are two-cylinder, V-twin engines with the pistons placed at a 45 degree angle. The crankshaft has a single pin, and both pistons are connected to this pin through their connecting rods. This design causes the pistons to fire at uneven intervals.
On the V-twin, the sequence is as follows:
This design, which is covered under several United States patents, gives the Harley-Davidson V-twin its unique "potato-potato" sound.
On 1 February 1994, the company filed a trademark application for the distinctive sound of a Harley-Davidson motorcycle engine: "The mark consists of the exhaust sound of applicant's motorcycles, produced by V-twin, common crankpin motorcycle engines when the goods are in use". Nine of Harley-Davidson's competitors filed comments opposing the application, arguing that cruiser-style motorcycles of various brands use a single-crankpin V-twin engine which produce a similar sound. These objections were followed by litigation. After six years, Harley-Davidson withdrew their trademark application.
Harley-Davidson 45° V-twin, Evo Sportster
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