1. SWOT Analysis
  2. Automobiles
  3. Harley Davidson SWOT Analysis

Harley Davidson SWOT Analysis

Published by MBA Skool Team in Automobiles category Last Updated: August 13, 2023Read time:

Here is a detailed SWOT analysis of Harley Davidson covering strengths, weaknesses, opportunities and threats.

Harley Davidson Strengths

  1. Harley Davidson is a leader in motorcycle innovation since its inception in 1903 in USA
  2. Harley Davidson has a strong brand equity and brand loyalty amongst its owners
  3. The company has a strong financial position owing to good sales worldwide
  4. More than 200,000 motorcycles are manufactured by the company annually
  5. Social media forums, biker groups and merchandising has made Harley Davidson a very popular iconic "cult" brand globally
  6. Good product range offered by the company which includes models like Touring, Softail, Dyna, Sportster, Vrod, Street and LiveWire
  7.  Harley Davidson bikes are available in more than 50 countries worldwide
  8. The brand has excellent marketing and advertising across the world
  9. Harley Davidson themed restaurants, clubs, museums are extremely popular with the youth
  10. Product placement of the brand has been done in several Hollywood movies & documentaries

Above are the strengths in the SWOT Analysis of Harley Davidson. The strengths of Harley Davidson looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Harley Davidson Weaknesses

  1. Strong competition from other motorcycle manufacturers means limited market share growth for Harley Davidson
  2. The company often faces allegations over polluting the environment

These were the weaknesses in the Harley Davidson SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Harley Davidson Opportunities

  1. Emerging markets and expansion abroad can be a big opportunity for Harley Davidson
  2. Product diversification and services expansion can increase its business 
  3. Expanding demographics can be a way to expand business for the company

Above we covered the opportunities in Harley Davidson SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Harley Davidson Threats

  1. Competition from other manufacturers can affect Harley Davidson's business
  2. External changes due to government policies, politics, taxes etc.
  3. Lower cost competitors or imports can lead to business impact

The threats in the SWOT Analysis of Harley Davidson are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Harley Davidson SWOT analysis.

About Harley Davidson

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Harley Davidson Overview
Parent Company

Harley Davidson





Tagline/ Slogan

Escape; Respect; Life is a highway; Cage Free Humans


Harley Davidson is the most popular branded cruiser motorcycle with a popular brand legacy

Harley Davidson STP

Men looking for cruiser bikes and motorcycles

Target Market

Affluent upper middle and upper class men in metros


Harley Davidson is a bike for the men who want to have respect in life and on the road

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Harley Davidson. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

Continue Reading:

The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the brand or add a new one to SWOT Analysis section : Contribute

Share this Page on:
Facebook ShareTweetShare on Linkedin