Happy Birtday Harley!
Celebrating hard: The 120th birthday of the iconic brand is on!
What a great history! In 2023 Harley-Davidson is celebrating its 120th anniversary – and we are happy to be a part of the party! This feature will give you an not complete, yet never researched insight into the history of the company’s “round” anniversaries: every five years to the respective anniversary we take a look at the current events around Harley-Davidson.
This journey through time has been summarized for us by none other than Horst Rösler, who will supporting our marketing team this year! We are very happy about this cooperation, because Horst is not only an excellent photographer and book author, but also a walking encyclopedia when it comes to the history of the Harley and biker scene in context with world events of the particular period. Thanks to his support, in the future we will report here regularly about topics, events and that have inspired and advanced the scene.
June 2023 is an important date on the calendar for Harley-Davidson riders from all over Europe: from June 22 to 25, the brand’s 120th birthday will be celebrated in Budapest. After Rome in 2013 and Prague in 2018, another trip to Eastern Europe is routed on the maps, certainly somewhat thanks to the fact because there is – not yet – a “wall of regulations” that is slowly but surely strangling European and German events in particular.
Prague in 2018 already showed how a cool Harley Birthday Party can look like – and repeats this party every year on a smaller scale in September. Accordingly, the expectations for Budapest are running high – and the interest in visiting the Hungarian capital has increased significantly since the event date was announced! The “round” Harley birthdays are still in everyone’s memory at least since the 95th in 1998, so the time for a review of the history of Harley birthdays has come – and why these events became so popular.
One of the earliest references of a “round” Harley-Davidson anniversary can be found in the “Enthusiast” of August 1928: Under the headline “Harley-Davidson is 25 Years Old”, the models of the new model year are presented in “The Harley-Davidson Big Parade for ’29”. 25 years was a proud date after a period of pioneer era manufacturers closing down in that period. It was not until another 25 years later – with the 1954 model year, which started in August 1953 – that the motorcycles were given a special metal badge on the front fender, designed especially for the occasion.
The birthdays – now celebrated in 5-year intervals – are a result of Harley’s recent history: when it was discovered that a lot of money could not be made from the motorcycles alone. But there is more to it than that: The birthdays not only bring the brand back into the media and social media again and again, they bring the owners of the motorcycles together – on ever new trips, tours and adventures…
Harley-Davidson - The History
What always plays an important role in the history of Harley-Davidson: The "timing" of the individual dates! Every 5 years, Harley-Davidson birthdays are celebrated internationally - and in Milwaukee, established 1903 birthplace of the brand. Here's a look back at past events and the company's 120th anniversary celebrations in Budapest/Hungary.
The first Harley-Davidson motorcycle was assembled in this wooden shed. The shed was later expanded to build more bikes, but very soon became much too small.
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(The “original shed” was located in the Davidson’s backyard at the corner of 37th Street and Highland – just a short distance from the current Juneau factory.)
Harley makes an impressive leap from 150 to 450 motorcycles produced annually.
(The 1908 brochure announces that “Five Years Ago” was the first motorcycle built. Power output as of 1908: 3 1/4 horsepower. On display at the Harley Museum.)
In an advertisement, Harley-Davidson proudly announced that the first motorcycle sold had clocked up 100,000 miles with original bearings!
(The 1913 model 9B clearly shows that the “numbering” only began in 1904 and the 50th anniversary year was chosen not without reason1954)
World War I was in full swing most of 1918, but to everyone’s surprise, it ended with the armistice of November 11th 1918. Harley-Davidson made a clever move, as it does not offer its entire production capacity to the US-military. This leaves quite a number of motorcycles to serve the civilian domestic market and the own dealer network.
(The end in 1918/19: After the armistice, the used-up American motorcycles pile up in huge scrapyards in France. Or are sold as war surplus along the American advance routes and in the occupation zones. (Photo: Signal Corps, NARA))
In terms of production capacity, Harley-Davidson was the largest motorcycle manufacturer in the world, yet had increasing problems finding customers in its own country. Instead of celebrating, they looked for new markets in Japan and cut the racing budget. Just how difficult the situation was in 1923 came to a head in 1924, when the workforce is cut from 2,500 to 1,000!
(20 years after the shed, the now landmarked “Factory” has been errected on Juneau Avenue. But demand for motorcycles is declining, thanks to Henry Ford)
The 25th anniversary of the brand would have been (as already mentioned at the beginning) – looking at recovering production and sales figures – reason to celebrate, but then it becomes quiet again.
(Interesting fact for the 120th birthday: 1929 there is printed proof for Budapest as home to an official Harley dealer! Even with its own model brochure)
It was one of the darkest production years in the “Depression Era”, which had now lasted since October 1929. Of 22 models in the program, only the VL (886) and VLD (780) achieved significant unit sales. A total of 3,722 motorcycles were assembled in Milwaukee – only a fraction of the production capacity.
(The “Bird” paintsheme was exclusively for model year 1933. Art Deco Style and more and brighter colors bring a little bit of “light” into the worst depression year.)
There are no “official” birthday activities for the 35th anniversary either; the Sturgis Rally is in fact founded by an Indian dealer. J.C. “Pappy” Hoel.
(The Enthusiast cover of May 1938 had nothing to do with the Sturgis Rally. That didn’t take place until August 14 of that year. Mount Rushmore was just “in the works” and attracted a lot of interest)
Inappropriate for celebrating a 40th birthday, World War events are tipping to the Allied side, but not very fast. This time, the entire production capacity of Harley-Davidson is requested be the country – and not just for motorcycles!
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(Enthusiast covers of the war years – especially in 1943 – are dominated by WLA’s in training and “in service”. Civilian subjects are almost non-existent.)
In November, the brand’s assembled dealer representatives are shuttled to Capitol Drive in Wauwatosa: Presented is the newly acquired former “propeller factory”. 45 years after the Harley-Davidson company was founded, there’s a new cylinder head and lightweight 125cc two-strokes from the German “reparations” aka patents and ideas.
By now, even Harley managers see that the company is approaching a truly “round” anniversary, but sales figures continue to plummet after the war: Cars are cheap – and the 40,000-plus WLA’s manufactured for the war effort are now flooding the civilian market.
(One of the most “collectable” Harley’s: the first Panhead from 1948 still had the Knuckle’s Springer fork and frame. The 125 cc Model S was intended to bring new and younger customers to Harley. Style-forming became especially the “Peanut” tank!)
Sales drop by a shocking 20% and the “Anniversary Present” comes from the competition: Indian closes its doors for good, leaving Harley-Davidson as the sole established and iconic motorcycle manufacturer in the USA. What’s more, this time Milwaukee has recognized the importance of the date and decides on model year 1954 as the brand’s 50th birthday. Which, with 1903 as “year zero,” makes perfect sense.
(In the October 1953 issue of the magazine “American Motorcycling” the upcoming Harley-Davidson anniversary is announced on the cover. With gold color and the logo that is found on the fenders of most 1954 models)
In 1958, 1963, and 1968, there are, again, no reasons to break out in jubilant celebrations. In fact, the company is on the verge of insolvency in 1968 and joins the American Machine and Foundry Company (AMF) on December 18, 1968.
(The cover of the November 1963 Enthusiast – by now only a foldable “leaflet” – still shows the legendary “Number 1” in a more or less unrestored version)
The precise date and timing of moving the motorcycle final assembly line from Milwaukee to York is still disputed – presumably because it didn’t go off without problems and frustration. Contemporary witnesses are hard to find. Sources report that the task was performed 1971-72 – and AMF put a lot of money into the restructuring and the modernization of production. The new final assembly line in York also had to be set up from scratch, as the York factory itself had been erected during WWII to manufacture anti-aircraft guns and ammunition.
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(The 1973 “Super Glide” was a huge sales success from Willie G. Davidson’s design school)
What catapulted Harley-Davidson back in a positive spotlight was another, much bigger birthday celebrated in 1976: 200 years of the “Declaration of Independence” of the USA. The first “specially painted” motorcycles Harley-Davidson – not issued for its own birthday dates, but for the 200-year celebration of the U.S. in July 1976. “Anniversary Editions” became collector’s items and a good business, which is one of the reasons they appear quite regularly since then.
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(Partly as a badge, partly as a tank sticker: original 200th anniversary USA tanks or markings are rarely found today)
For the 75th Anniversary, a considerable number of Harley-managers rode from seven starting points in a Rally to Louisville/Kentucky, visiting en route over one hundred Harley dealers. This year can be considered the starting point of the “Ride to Milwaukee” rallies that later became so popular.
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(The 75th Anniversary FLH was equipped with a “King of the Highway” Pack and can probably only be found in this condition in the Harley Museum)
Harley-Davidson – once again – had other problems than throwing big birthday parties. However, in 1983 they founded the Harley Owners Group (HOG) – and thus cleverly laid a solid foundation for the success of future festivities and celebrations.
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(A milestone for future Harley events and brand development: the Harley Owners Group was founded in 1983)
The year 1988 – finally – saw the first breakthrough after a long “run to the sun”. It was the ultimate success of the “buyback” independence, the founding of HOG 5 years earlier and rising sales figures that turned the 85th birthday of the brand into a Milwaukee city festival: Over 60,000 Harley-Davidson riders came to Milwaukee. For the first time Harley rented part of the Summerfest grounds.
(In 1988, Harley-Davidson tried to break into the Marvel and DC Comic market with its own comic book. The cover biker’s resemblance to Willie G. Davidson is certainly not coincidental. There wasn’t more than one issue published…)
For the 90th, the rest of the Summerfest grounds in Milwaukee were added to serve and entertain over 100,000 attendees.
(Harley birthdays were still a national phenomenon and were covered in American magazines. In Europe you had to get the “Enthusiast” or had a PX or airport with US magazines nearby)
The 95th anniversary broke all previous records: 135,000 motorcycles rode into Wisconsin and laid siege to the State Fair, Summerfest Park and Lakefront Park.
(By the 95th, the Harley boom was in full swing, and the number of models with “anniversary paint” exploded. Those who could “ennobled” their Anniversary Tank with a signature from Willie G. Davidson)
The 100th anniversary was celebrated all around the globe: Tokyo, Sydney, Barcelona, Hamburg, Toronto were the big stops – and of course Milwaukee.
The 2003 model program: Never before have there been more anniversary models, never before has the paint job been so elaborate, never before has “Harley-Davidson” been written more often on a motorcycle)
The 105th birthday was no longer celebrated internationally as big as five years before, but the locations of the “100th Anniversary Tour” had meanwhile established themselves as fixed dates and locations for Harley-Davidson events anyway. So the party continued. In Milwaukee, the opening of the new museum gave the birthday a special meaning.
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(Family reunion against the backdrop of the Juneau Avenue factory: Almost the entire Harley-Davidson family presents itself in the parking lot of the “Factory” at the 105th anniversary)
That Rome would be a pretty cool venue for a Harley-Davidson birthday was soon appreciated not only by Italian Harley riders! So many tour option on the way over the Alps, so many routes through Tuscany and around the “Eternal City” – and the sightseeing locations from 3,000 years of history were just waiting to be “experienced” with the motorcycle. That the visitors of Rome would certainly see a lot of Rome, the choice of event sites ensured.
(With the Harley parade passing the Colloseum and Imperial Palaces was just one of the highlights at the 110th Birthday in Europe. Rome, Italy and the Vatican were great hosts)
Prague showed in 2018 how a cool Harley birthday party can look like – and repeats this every year on a smaller scale in September.
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(A great conclusion for a successful party in Prague: The organizers and helpers in a shower of confetti on the main stage)
120 years of Harley-Davidson! Without doubt the Hungarian capital will host a great event in June 2023 for Harley-Davidson riders! The two districts of Buda and Pest offer numerous historical sites, the hospitality of the Hungarians is well known – and in addition to Lake Balaton, there are numerous tours through the Puszta plains and along the Danube: Passau – Linz – Vienna – Bratislava. Like a string of pearls, castles and monasteries line up along the Danube and mark a journey worth seeing ny following and remember the “trail of the Nibelungs”!
Hungary itself has an extremely active custombike and motorcycle scene, Erdös Csabas is one of the most famous Buell stunt professionals and even drag racing had and has a large following here. The events can be found on the official website – everyone has to find his “private” riding route by himself. There is a lot to see on the way to Budapest!
H-D Festival Budapest
Text: Horst Rösler
Photos: Motographer, Harley-Davidson Archive, Motographer Archive Scans
