Harley-Davidson on Surviving the Tumultuous 1980s

Course Set

On the verge of bankruptcy and under the control of an indifferent corporate parent, Harley-Davidson's future looked bleak as the 1980s rolled around. In what has been coined the 'turnaround,' the Motor Company closed ranks and pulled itself back from the edge. The ensuing decade set a course so fundamental that its impact is still felt today.

Rally Cry

Harley-Davidson's key turning point was the buyback from the AMF (American Machine Foundry), who had held majority control of the Motor Company since 1969. With the rallying cry, 'The Eagle Soars Alone,' Harley-Davidson was officially sold to thirteen senior executives for approximately $75 million on June 16, 1981. Although triumphant, what followed was one of the toughest periods in Harley-Davidson's history.

Modern Machines

One of the 'thirteen' was William Godfrey Davidson. Better known as Willie G., he is the son of former Harley-Davidson president William H. Davidson, and grandson of company co-founder William A. Davidson. Willie G. was pivotal in the company's restructuring. Among his other achievements, he is credited with introducing the first factory-custom, along with modern machines with the ever-so popular retro-look.

Folk Artists

Willie G. was an unconventional executive. His appearance lent an air of authenticity to the company and created a connection with its core clientele. In a Forbes article about the 'buyback,' he stated, “Harley riders are kind of folk artists. A lot of them are untrained designers who’d rather talk about their motorcycle than almost anything. And I’m happy to listen because I’m of the same breed.”

Street Cred

Even before Harley-Davidson had slipped AMF's clutch, they had released the popular 1980 FXWG Wide Glide. The chopper-influenced design paved the way for things to come. Baggers magazine noted in a nostalgic 2009 article, “Customers loved this machine as it offered all the street cred of riding a chopper without any of the sore backs and unsteady handling of a home-brewed bike.”

Standard Features

In the same year, the FLT Tour Glide was released. Harley-Davidson lists the FLT as one of their top five bikes. “Often overlooked in significance, the 1980 FLT Tour Glide model ushered in several important technological features that remain standard on Touring models today.” Among the features was the vibration-reducing, rubber-mounted engine and transmission that bolted together as a single unit.

Superb Series

Ill-received and criticized for looking too much like an import, the FXR has since earned a cult-like status. Launched in 1982, the FXRS Super Glide II was a big step forward with its beefy, triangular frame and superb handling. Intended as a stopgap machine, FXRs set the precedent for mid-range performance cruisers, ultimately defining the characteristics of the Dyna.

Emotional Success

The 1984 FXST Softail saved Harley-Davidson in the 1980s. With a hardtail appearance and hidden rear shocks it was the perfect combination of attitude without discomfort. Willie G. summed it up by stating, “Form follows function, but both report to emotion.” As Harley-Davidson faces trying times again, it is reassuring that the precedent for success is written into the company's history.

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