Harley-Davidson (NYSE: HOG) is the largest manufacturer of heavyweight motorcycles in the world by market share, capturing half the U.S. market and a third of the global market.^[1] As a luxury good, Harley competes primarily on design and quality, rather than price, which keeps margins high; gross margin in 2011 is projected to be approximately 34%.^[2][1]

Harley's past growth has caused continued success. it is closely tied to its customers brand loyalty; Harley is arguably the only company whose customers have been known to regularly tattoo its trademark on their body. Despite this rebellious image, the average Harley customer is an upper-class 47-year-old white male, and has been getting older at a rate of 6 months every year for the last 20 years.

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