Claiming the throttle: Multiple femininities in a hyper-masculine subculture.

CORPORATE-LEVEL STRATEGY
This is where we live between rides.
VISION: We Fulfill dreams inspired by the many roads of the world by providing remarkable motorcycles and extraordinary customer experiences. We fuel the passion for freedom in our customers to express their own identity.
MISSION: We ride our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders.
QUALITY(mission): Customers for life… Harley Davidson values the deep emotional connection that is created with our customers through our products, services and experiences. We are fueled by the brand loyalty and trust that our customers place in us to deliver premium quality and the promise of a fulfilling lifetime ownership experience. We exemplify this commitment by embracing a culture of personal responsibility and stewardship for quality in everything we do.

Harley-Davidson
Market Share: 63.3%
Harley-Davidson was incorporated in 1981 and operates in the industry through its motorcycle manufacturing segment, which accounts for 80.0% of the corporation's revenue. The primary business of Harley-Davidson's motorcycles segment is to design, manufacture and sell premium motorcycles for the heavyweight market.
The company has segmented heavyweight motorcycle sales by customer profile: standard, which is a basic model with no extra features; touring, which are built for traveling long distances; custom, which allow customers to add different parts and accessories; and performance, which provides engines tuned for high-speed travel.
The company is best known for its Harley-Davidson motorcycle products, but for a time, it offered a line of motorcycles and related products under the Buell brand name. In 2009, the company divested(dispossess) its interests in Buell. Rough riding
Financial Services

The Financial Services segment consists of HDFS. HDFS is engaged in the business of financing and servicing wholesale inventory receivables and retail consumer loans, primarily for the purchase of Harley-Davidson motorcycles. HDFS is an agent for certain unaffiliated insurance companies providing property/casualty insurance and also sells extended service contracts, gap coverage and debt protection products to motorcycle owners. HDFS conducts business principally in the U.S. and Canada, and primarily through certain subsidiaries.

Wholesale Financial Services – HDFS provides wholesale financial services to Harley-Davidson dealers and distributors, including floorplan and open account financing of motorcycles and motorcycle parts and accessories. HDFS provides wholesale financial services to Harley-Davidson dealers in the U.S. and Canada. HDFS also provides financial services to the Harley-Davidson distributor in Canada.

Retail Financial Services – HDFS provides retail financing to consumers, consisting primarily of installment lending for the purchase of new and used Harley-Davidson motorcycles. HDFS' retail financial services are available through most Harley-Davidson dealers in the U.S. and Canada.

Insurance Services – HDFS operates an insurance agency that provides point-of-sale protection products to Harley-Davidson dealers in both the U.S. and Canada, including motorcycle insurance, extended service contracts, credit protection and motorcycle maintenance protection. HDFS also direct-markets motorcycle insurance to owners of Harley-Davidson motorcycles. In addition, HDFS markets a package of business insurance coverages and services to owners of Harley-Davidson dealerships.

Co.'s trademarks include HARLEY-DAVIDSON, H-D, HARLEY, the Bar & Shield Logo, MOTORCLOTHES, the MotorClothes Logo, RIDER'S EDGE, HARLEY OWNERS GROUP, H.O.G., the H.O.G. Logo, SOFTAIL, SPORTSTER and V-ROD.
LINES OF BUSINESS: HARLEY DAVIDSON, BUELL and MV AUGUSTA
Diversification is RELATED
Harley-Davidson, Inc. has a moderate to high