In the realm of motorcycles, few names evoke as much passion and nostalgia as Indian Motorcycle and Harley-Davidson. Both companies have established themselves as icons, representing the embodiment of American motorcycle culture. However, the journey leading to their present-day status was paved with remarkable engineering challenges, pivotal historical events, and ingenious marketing strategies.
It was the ultimate battle between the Cowboys and the Indians. And today, we have the same situation with political parties: ignore your base at your peril.
So here is my story about motorbikes, Cowboys and Indians and how our modern politicians could learn a thing or two from the battle between Indian Motorbikes and Harley Davidson.
The story of motorcycles begins with the invention of the steam-powered two-wheeler in the early 19th century. However, it was the development of the internal combustion engine that truly revolutionised the industry. In the late 1800s, two remarkable figures emerged as pioneers in motorcycle engineering: George M. Hendee and William S. Harley.
George M. Hendee, a former bicycle racer, co-founded the Indian Motorcycle Company in 1901. Indian quickly established itself as a force to be reckoned with, manufacturing reliable and powerful motorcycles. Meanwhile, in 1903, William S. Harley and Arthur Davidson founded Harley-Davidson, a company that would go on to define American motorcycle manufacturing.
In fact, as a young teenager in New Zealand, I had a friend who loved his Indian motorbike. He eventually married and his Indian lived in the lounge room with them. They divorced some years later but he kept the Indian. But I digress.
George M. Hendee played a pivotal role in the founding of Indian Motorcycle. Born in 1866, in Watertown, Connecticut, Hendee was a former bicycle racer and a successful bicycle manufacturer. In 1900, he teamed up with engineer and designer Carl Oscar Hedström, who was responsible for the technical aspects of Indian motorcycles. Together, they established the Indian Motorcycle Company in 1901, laying the foundation for one of America's most renowned motorcycle manufacturers.
The Indian featured in a much-loved movie classic, The World's Fastest Indian and Burt Munro is still celebrated in New Zealand every year in Burt's hometown of Invercargill.
Indian quickly gained recognition for its craftsmanship and attention to detail. The company's motorcycles gained popularity due to their exceptional performance, which helped establish Indian as a leading motorcycle manufacturer in the United States. Indian's success continued to soar during the early 1900s, bolstered by victories in various racing competitions and record-breaking achievements.
In fact, it was racing that was their brand.
Meanwhile, the inventors of Harley-Davidson were William S. Harley and Arthur Davidson. William S. Harley, born in 1880, in Milwaukee, Wisconsin, was a talented engineer with a passion for motorcycles. In 1901, at the age of 20, he designed a small engine to be mounted on a bicycle frame, laying the groundwork for the first Harley-Davidson motorcycle.
In 1903, Harley teamed up with Arthur Davidson, who was born in 1881, in Milwaukee, Wisconsin. Arthur Davidson, along with his brothers William A. Davidson, Walter Davidson, and their childhood friend William Harley, established the Harley-Davidson Motor Company. Together, they combined their engineering expertise and entrepreneurial spirit to create motorcycles that would become synonymous with American motorcycling culture.
The company started small, with a focus on producing reliable and powerful motorcycles. By 1908, they had introduced their first V-twin engine, which became a defining characteristic of their bikes and contributed to their growing reputation for performance and quality.
During the early 1910s, Harley-Davidson enjoyed significant success, expanding its product line and increasing sales. The company's motorcycles gained popularity among police departments, enhancing their reputation for durability and reliability. Harley-Davidson's commitment to innovation was evident when they introduced the now-iconic "Bar and Shield" logo in 1910, signifying their growing brand identity.
Indian, on the other hand, had a very different approach, appealing to the quintessential image of the American Native American Indian.
Both World War I and World War II provided significant opportunities and challenges for Harley-Davidson and Indian. During the wars, their motorcycles were in high demand by the military, as they demonstrated exceptional performance and durability. Harley-Davidson and Indian supplied thousands of motorcycles to the armed forces.
The Great Depression of the 1930s posed a challenge for Harley-Davidson and Indian, as it did for many businesses worldwide. The economic downturn resulted in a drastic decline in motorcycle sales, forcing the companies to reevaluate their strategies.
This is where it gets interesting from a marketing point of view. As the videos above point out, Indian and Harley Davidson were pivotal in the wars.
In wartime, the demand for motorcycles increased as military forces sought reliable transportation for their troops. Indian secured substantial contracts to supply motorcycles to the military, contributing to its short-term success. However, it abandoned its domestic American market. That was a big mistake. Harley Davidson, on the other hand, still provided stock to local consumers and was able to keep both markets happy.
However, the end of the war brought new challenges. The immediate post-war period saw a decline in military contracts, coupled with increased competition and shifting consumer preferences. Indian struggled to adapt quickly enough, and its sales dwindled. It had lost many of its franchisees who had swapped to Harley Davidson during war due to lack of stock.
In short, Indian lost its base. It lost its identity as a brand.
So why did Indian fail and Harley Davidson survive and prosper? Simple.
Marketing and Management.
Indian Motorcycle experienced financial instability due to a combination of factors, including mismanagement, excessive spending, and economic downturns. The company changed ownership multiple times, which disrupted continuity and hindered long-term planning and investment.
It failed to look after its loyal customer base.
Indian did not prepare for the Japanese market., They did not counteract the emergence of the family car as an affordable means of transport.
In short, they lost their bike because their customers had a wife. And kids.
On the other hand, Harley Davidson saw the approaching challenge and developed a brand. They encouraged the brand identity of being a rebel, a cowboy, on the open range. Free to ride. The birth of the motorbike club helped enormously.
A motorbike was freedom of expression. They knew that their market was not the family man. It was the single road warrior, the cowboy, who wore his leathers with pride. They produced clothing, boots, and branded with PRIDE.
No Bud Light for them. The lesson for political parties, like companies, is clear: ignoring the base is a perilous path.
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