It started with a souped-up bicycle inspired by a vaudeville show, and the need for speed. The dream – shared by four Harley brothers and one Davidson – came true, and became one of America’s most iconic companies. But their real innovation? Myth-building.

These machines roared through death-defying races and two world wars to start an entire subculture built around the open road…and became a symbol of freedom, defiance, and American grit.

Along the way, the bikes became machines of contradiction: beloved by outlaws and police, favored by rebels and retirees. And from the silver screen of Easy Rider to the suburban streets of weekend warriors, Harley became not just a way to ride, but a way to belong. 

And under the tattoos and leather chaps was a brand constantly reinventing itself — surviving quality scandals, foreign competitors, and a botched corporate buy-out.

Find out how a thirsty pig in a murderdrome gave the company its nickname (HOG), why greybeard marketing can be more magical than Gandalf, and why Harley-Davidson is the best idea yet.

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