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Harley-Davidson's Willie G. Davidson Retires

The most important man in modern American motorcycling steps down.

By Sam Smith Mar 23, 2012 6:23AM
Willie G. Davidson. Image courtesy Harley-Davidson.In the world of American motorcycling, there are people, and there are People. Harley-Davidson's Willie G. Davidson is one of the latter. Earlier this month, he announced his retirement from his position as chief stylist at the company that bears his name.

Davidson is not the Davidson in Harley-Davidson; he's much too young for that. Harley was founded in Milwaukee in 1903, 109 years ago. The men behind the name died long ago, and the company they founded has changed hands several times over the past century. And while Willie G. has long been the most visible named scion of the original Davidson brothers to be involved in the company, he's far from the only one.

That said, he may have been the most important. The Harley-Davidson brand has been through countless ups and downs in its history -- the company's excellent timeline provides a good snapshot -- but Davidson has been a key player in its most recent decades. His exit is a landmark moment.

With motorcycles as with cars, heritage matters. Even if Davidson had done little to benefit Harley, his presence on its staff -- the existence of a highly placed employee bearing part of the company's name -- would have been worthwhile. Witness the importance of people such as Piero Ferrari, Enzo Ferrari's son, who has now become a vital, living symbol of the Ferrari brand's history. Or William Clay "Bill" Ford, Jr., the Henry Ford great-grandson who recently ran Ford Motor Co. but stepped aside to make way for incoming CEO Alan Mulally. Bill Ford stayed on for a number of reasons, but his last name was likely high on the list. A living tie to a company's past implies stability, and everyone from stockholders to the factory rank and file values that sort of thing.
But Davidson did more than just fill a seat. He joined the company's styling division in 1963, 49 years ago. Ironically, his designs and input -- forward-thinking and yet still tied to the brand's heritage -- were at first regarded as too avant-garde. In the years since, they've remained intensely traditional, pleasing the brand's core customer base but giving detractors ample fodder. 

Nevertheless, Davidson has been responsible for the design of every Harley produced since the early 1960s. Chiefly, he was one of 13 executives who bought the company back from owner AMF in 1981. (Yes, that AMF -- as in boats, bowling balls, etc. It purchased Harley in 1969 and proceeded to run the company into the ground.) 

Over time, those executives turned the brand around and undid AMF's damage. Davidson helped lead it to its current position in the market -- more Harley-Davidsons are sold in America every year than any other brand of motorcycle -- and kept watch through several periods of boom and bust. It's no exaggeration to say that few men have had as deep and vital an impact on the fate of American motorcycling. 

As both a rider and a history nerd, I've always found Davidson interesting. Even if you don't like his motorcycles -- and truth be told, I've never been fond of them -- you have to admire the achievement. Here's a man who is as much a part of the American landscape as Kleenex or Coca-Cola, a national icon and a person as integral to the company he works for as anyone else on its roster. What other modern American company can boast a man like that? 

[Source: H-D via About Motorcycles]

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4Comments
Dan Coté
Mar 23, 2012 12:13PM
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As a rider for over 50 years now, I am sad to see him go. Sadder still is that it doesn't appear there will be a Davidson to carry on the legacy.

 

I've lost track of how many different motorcycles I've owned. (30+?) Most of my bikes were not HDs but the HDs I did have still hold some of my fondest memories.

 

I know what Willie G has meant to HD, The motorcycling community is losing a true icon.

54Panhead
Mar 23, 2012 6:46PM
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I agree that AMF did not do Harley Davidson much good except for the fact that if AMF had not purchased HD and kept the company in existence, HD would most likely be out of business considering the shape it was in in the early 80's.

 

Also do not forget what Ronald Reagan did for HD.

 

 In 1983 President Ronald Reagan imposed tariffs on foreign motorcycles, that act became the lifeline that extended to the Motor Company and pulled them out of an economic quicksand that threatened to bury Harley forever.

  "The Reagan move benefitted exactly one U.S. firm," according to an article in the April 11, 1983, edition of TIME magazine, "Milwaukee's Harley-Davidson Motor Co."

  The tariffs were to last five years, but the company's comeback proceeded so quickly that it relinquished the final months of import relief. The tariffs did encourage Japanese companies like Honda and Kawasaki to build factories in the U.S.A. Ronald Reagan realized what an American iconic Harley is. He stepped up and helped an American company survive against the dumping of Japanese imports.

fairfireman21
Mar 26, 2012 12:59PM
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Harley Davidson's are like Nike's,

Yes you can get better but no you can not spend as much.

A friend of mine years ago bought a full HD dresser, and paid $27,000 for it and was telling me he would probably put another $4000 on it to make it have more power and such. The year before my father in law bought a fully loaded Gold Wing and paid $27,000, this bike had nearly twice as much power with reverse gear, wireless head sets, am/fm cd player, 6 cylinder motor. He brought it by my house to show it to me and I was out front talking to the neighbor which was a Harley owner, and even he said Harleys are pooches compared to everything else.

 

All you are doing is paying for a name not the product.

frostyross
Mar 26, 2012 6:59AM
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I wish HD would make a bike for those of us that prefer not to listen to that loud exhaust when riding. I have owned bikes for most of my life and won't buy an HD for three reasons, they are way over priced for what you are getting, the loudness takes way from the enjoyment of the ride for many of us and their bikes are gutless when it comes to power. HD guys hate hearing that last one but they know it to be true every time they try to hang with an import bike.
  HD has been near financial failure many times in recent years, they could increase their sales very easily by putting out some new designs that don't look like the same old, same old, offer some quieter bikes (towns and cities would appreciate that as well since here in Colorado many have outlawed after market pipes due to the obnoxious noise) and offer some faster bikes for those of us that don't want sore wrists from trying to wring more throttle out of those old dogs.

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