Harley-Davidson History 1970-1979: Uneasy Riders
Harley-Davidson entered the ‘Me Decade’ with low self-esteem. But it would not stay down for long.
The high from the 1960s was long gone as Harley-Davidson entered the 1970s. Harley-Davidson would find the Seventies to be a time of transition. But despite the chaos, the company turned out some iconic bikes.
Following the 1969 acquisition by American Machine and Foundry (AMF), Harley was feeling some intense growing pains. Known primarily as a bowling company, AMF was ill equipped to manage the Harley brand. The AMF years were marked by several problems in mismanagement. The AMF Harley-Davidson bikes were not of the same quality and caliber that was expected from the brand, to the dismay of both consumers and Harley workers. The company was branded with unflattering nicknames such as “Hardly Ableson”, “Hardly Driveable,” and “Hogly Ferguson”.
AMF Harley-Davidson failed to appeal to new riders and expand their market. Competition from Japanese, German, Italian, and British motorcycle companies was becoming fierce, and Harley was losing their footing. AMF H-D tried expanding their base by reaching out to other aspects of the market. To that end, the name Harley-Davidson was put on golf carts, snowmobiles, mopeds, and scooters.
The brand suffered a another blow when Harley workers went on strike for 100 days, unhappy with AMF management choices. The company was bought back in 1981, and while the AMF years are not without their controversies, they were saved from certain bankruptcy by the acquisition.
Notable Models
It is fair to say that the public’s feelings about the 1970’s bikes can best be described as a love/hate relationship. Despite the problems and damage to their reputation, some stellar bikes were released during this time, and have found a popular niche market among collectors and riders alike.
1970: To comply with new AMA Class C racing rules, Harley releases the XR-750 racer, a new Sportster-based motorcycle.
1971: To meet the growing desire for bikes that looked customized, the FX 1200 Super Glide is introduced. The cruiser combined the frame and body of the FL with the suspension of the XL series. The hybrid of Sportster and big twin model is a big hit among consumers.
1972: An updated XR-750 debuts. With aluminum alloy addition, the bike becomes a popular staple for racers for many years to come.
1976: To celebrate America’s bicentennial, Harley-Davidson released a limited edition line called the Bicentennial Liberty Edition bikes.
1977: The FXS Low Rider makes its debut. H-D’s first “factory custom” featured low seat height, drag style bars raised white lettered tires, mag wheels, two-into-one slash-cut exhaust, shorter rear shocks, and 1″ longer forks. A 1200cc Shovelhead engine came standard the first two years of production. The bike becomes a big hit.
Later that year Willie G. Davidson introduced his version of the Sportster, the Cafe Racer.
1979: The FXEF Fat Bob is released, so named for the fat dual gas tanks and bobbed fenders.
Harley-Davidson in 1970s Pop Culture
One of the people who brought Harley off the streets and into our living rooms was Evel Knievel. The daredevil brought a mix of showbiz style and rock star theatrics to his jumps. He broke records and many bones along the way. His jumps were newsworthy, and he usually performed with his Harley-Davidson XR-750. From cars, to buses, to the Snake River, and even actual snakes, Evel attempted to jump them all. He starred on several tv shows and you could go to your local drive-in to see him on this big screen, he was the subject of two films: Evel Knievel and Viva Knievel!
Documentary On Any Sunday premieres in 1971. It is a rare look inside the many faces of motorcycle sports and racing. It features moto sport in all its grit, determination, and occasional glory. The film, which also features Steve McQueen, was nominated for an Oscar, and remains a classic to this day.
Meatloaf‘s album Bat Out of Hell featured motorcycle sound effects, motorcycle cover art, and lyrics that referred to riding…and other high-octane activities. Not to be outdone, legendary rock band KISS also seemed obsessed with motorcycle culture and made sure to include a few choppers to their Seventies-era photoshoots.
Hot off the heels of Easy Rider, Hollywood began incorporating bikes and bikers into many films, ranging from A to B list. Some notable flicks include Mad Max, Live and Let Die, Every Which Way But Loose, Chrome and Hot Leather, and Electra Glide in Blue.
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