No motorcycle brand inspires stronger emotions, deeper loyalty, fiercer criticism and maybe more seething envy than Harley Davidson. With 115 years of history behind the bar and shield, more North Americans ride Harleys today than any other make, and the brand is so famous globally that its name alone is worth $5.7 billion dollars. Yet behind the corporate story remains a stubbornly idiosyncratic motorcycle company whose products still turn heads and haunt dreams, and whose riders are still a tribe of their own. In this episode, I talk to former Harley Davidson insider Steve Piehl about what makes the company tick, how it’s changing, and where the magic will come from to see it through its second century.
