The company sells heavyweight over 750 cc motorcycles designed for cruising on the highway. Harley Davidson motorcycles known as "Harleys" have a unique design and exhaust note. They are especially well-known for the tradition of heavy customization that gave rise to the chopper-style of motorcycle. Except for the modern VRSC model family, current Harley Davidson motorcycles imitate the styles of classic Harley designs. Harley Davidson's tries to establish itself in the light motorcycle market but met limited success and have been abandoned since the 1978 sale of its Italian Aermacchi subsidiary.
Our task here is to seriously evaluate the transformation process undertaken in Harley Davidson, and deeply examine the contribution that the transformation made to the success or failure of the organization. Then finally with key argument of our analysis, we should critically compare and contrast the response of Harley Davidson with a competitor. [continues]
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