Storytelling on the Fire Chair: Heading for Freedom with Harley-Davidson for 115 Years

A hesitant stutter, then a loud rattling that slowly swells with a careful step on the gas pedal. The engine shakes and rumbles, the machine slowly starts to move. On the road, the sound of the engine mixes with the rush of the wind. At 100 km/h, everyday life is left behind and the sunset at the end of the road comes closer.

For 115 years, Harley-Davidson has stood for skillful storytelling on two wheels. As a result, the US company succeeds like no other in linking its motorcycles with the feeling of freedom.

From Milwaukee to the world via the highways

In the world of brands, there are numerous companies that have managed to represent an entire nation as ambassadors. When we think of the USA, companies such as McDonald’s, Coca-Cola, Apple and Marlboro are the first things that spring to mind. Harley-Davidson also stands for the “American way of life” like no other brand – freedom and unlimited possibilities – thanks to intelligent storytelling on all channels.

Harley-Davidson’s 115-year history has taken it through highs and lows. It began in 1903, when brothers Arthur and Walter Davidson built their first motorcycle together with their friend William Harley. At that time, it was still very reminiscent of a kind of motorized bicycle. The first machine barely managed to conquer the hills around its home town of Milwaukee in the state of Wisconsin. After constant improvements to the motorcycles, Harley-Davidson finally succeeded in developing a market-ready product that immediately met with great interest. Nevertheless, for a long time, the company was just one of many, and there was no funding for advertising. For this reason, the company decided to found the “Harley Owner’s Group” (H.O.G.) in the 1980s. This association of motorcycle enthusiasts helped build strong brand loyalty and shaped the image of a tight-knit group of Harley fans whose affiliation was associated with a commitment to freedom, rebellion and individuality.

What was once a small motorcycle factory has now grown into the largest and best-known motorcycle brand in the world. The iconic fire chairs are now in use in almost every country in the world.

Full speed ahead – freedom on all channels

For most people, what defines a Harley-Davidson motorcycle is probably not so much the technical data such as engine power, fuel consumption, or top speed, but rather the human desire for freedom. The desire to simply set off at any time and drive towards the next adventure on the highway is the feeling that the brand wants to convey in its latest television commercial.

Even if close-ups of the machines would certainly also have been worth seeing thanks to their iconic design, the focus of attention is on something completely different: romantic images of people living out their dream of freedom on two wheels and the endless asphalt all over the world. The use of the hashtag #freedommachine additionally emphasizes the attitude to life that should be associated with the motorcycles. Who wouldn’t want to pack their luggage and set off on a road trip?

The American Way of Life

In addition to its own tradition, Harley-Davidson always focuses on the cultural history of the USA. More than almost any other brand, “The American Way of Life” shines through in almost every campaign. The patriotism and thanks to American veterans may sometimes seem strange from a European perspective. But this video stands for exemplary storytelling at the highest level. Harley-Davidson thus anchors its own brand in the love of its fellow countrymen and creates a positive association with all US Americans, who are happy about the appreciation of their own national heroes.

“We believe in going your own Way.”

Emotional storytelling is a strategy that Harley-Davidson has not only discovered for itself in recent years. The values of freedom, tradition and community have determined the basic tenor for decades. For many years, the small stories of the company have followed the overarching story. Coherent and long-term storytelling therefore has a far greater impact than short-term experiments. It helps to build a sustainable brand image that lasts for generations. The feeling of freedom, the quiet wanderlust, but also the reflection on cultural roots thus remain associations that will stay with Harley-Davidson in the long term.