You don’t buy a Harley with your mind, you buy it with your heart

Over the time I have held a driving licence I have owned many, many cars – from my first (a long time ago) at the age of 17, a 1961 Riley Elf, through in no particular order other than alphabetical; many versions and models of Alfa Romeo, Audi, BMC, BMW, Citroen, Fiat, Ford, Jaguar, Mazda, Mercedes, MG, Mitsubishi, Rover, Porsche and VW.

Some have been great, some OK and a few plain despicable.

Some I owned for months, others years but none really implanted a feeling of affection.

Alongside four wheeled transport I have always ridden on two wheels. Again a range of marques and models have passed in and out of my garage BMW, Lambretta, Honda, KTM, Suzuki and Yamaha have all featured but be it 2 wheels or 4 only one has held my heart and so far lasted the course of a 28 year affair – My 1994 model Harley Davidson Road King, or to give it it’s full tile my 1340cc FLHR. Its one of the first 500 imported into England on the model introduction in 1994, I purchased it 18 months old – it actually cost more than a new bike but Harley’s are like top of the range cars – the first buyer pays the costs of all the must have extras (on a Harley that is just about everything) and takes the hit – the follow on owners inherit the benefits of their expenditure.

Judged as a motorcycle in terms of performance it wasn't when new, still isn't anything special – its slow, big and a handful to move around when turned off or parking on a hill or camber, and at tick over vibrates more than an overloaded spin dryer. A Honda, KTM, Suzuki, Triumph, Yamaha and many other makes simply do the motorcycle bit better. But it has something you can’t measure mechanically, something that it has in common with Alfa Romeo in the 4 wheel world – it has charm, legend, engagement. It delivers a different experience; one that is addictive, one that like Coke the manufacture has carefully blended, bottled and made secret. One that many have tried, and many continue to try, to duplicate or imitate but one that they just can’t achieve.

They can build faster, better handling, more economic to run and own, easier to ride copies but never a perfect facsimile. None find the secret ingredient, few match the built from girders build quality or that uniquely American automotive feature of building big under-stressed engines that have gaps rather than tolerances and take life in their stride – qualities that mean at nearly 30 years of age it still starts on the button, it’s paint and chrome still shine and you don’t think twice about riding it 400 miles in a day.

A Harley Davidson by any qualitative measure of engineering perfection is not the best or greatest. But it is a Harley Davidson and frankly that is enough. it’s all it needs to be.

It is a genuine piece of Americana A totem for the American way of doing things – bigger, nosier, less refined, to some eyes flashier, than its European and Japanese competitors but also an invitation to a community that stretches world wide and instantly bonds. Across geography, language, religion, politics; ownership delivers fellowship between disciples.

This year Harley Davidson turns 120 years of age – my FLHR has existed in my ownership nearly a quarter of the life of the Company. There are newer, faster, slicker models but there isn’t a replacement.

Its a special machine, part of my lived experience, produced by a Company that does not just sell motorcycles & accessories at what in honesty are now eye watering prices. Harley Davidson is a Company that stands with other iconic brands that have learned and understood that their goods are symbols, totems, of something to which they can attach a higher value. Something that reaches and triggers emotion and moves the purchase decision from a rational one based on need and price to one based in emotion and want – one that demands more of them than the product – one that is built on a carefully natured longing.

As Martin Lindstrom observed:

• Apple sell style and simplicity – not technology

• Lego sell creativity and imagination – not plastic building bricks

• Rolex sell exclusivity – not watches

• Harley Davidson sells Life Style – not motorcycles

At heart these iconic brands share one common thread – their success is based on naturing, and maturing over time, their customer communities. They each understand that the value they represent to their customer is more than the price and performance of their product and that once in their tent your not leaving.