Harley-Davidson doesn’t enjoy the best reputation in the larger biking community. Many see Harley riders as rude, especially thanks to many of the videos online of one-percenters not allowing other riders to pass them. But that’s an exception, not the rule. Most Harley riders are just like other riders, who want to simply enjoy riding their cruisers around and explore the world.That’s the crux of the Harley-Davidson image. For so long, the company has been associated with outlaw biker gangs and one-percenters, that now, every HOG member with a patched vest and leather boots is seen as a potential outlaw biker. That comes down to how the outlaw image has shaped the motor company’s past and present. So, let’s dive into Harley-Davidson’s connection with these outlaw biker clubs. Harley-Davidson Has An Outlaw Problem (Or Does It?) Harley-DavidsonLet’s start with the outlaw image. For this, we’ll have to look at the American Motorcyclist Association (AMA), an organization that sanctions competitions, events, and motorcycle clubs. According to some reports, the term outlaw biker group originally referred to clubs that weren't sanctioned by the AMA. It was only when some of these non-AMA-sanctioned clubs earned some press notoriety due to their criminal activities that the term started referring to the outlaw biker gangs, like the Hell’s Angels, that we know today. Outlaw Biker Gangs In The US UnsplashThe outlaw biker gangs are often referred to as one-percenters, and legend has it that the term was coined by the AMA to distance their image from the average motorcyclist, who make up 99 percent of the biking community. Still, outlaws are in vast numbers. According to the US Justice Department, there are roughly 500 large outlaw motorcycle gangs active in the States, as of 2015; if you count the smaller clubs, that number jumps to 2,500. And the FBI estimates 45,000 American motorcyclists belong to such groups. In fact, some clubs, like the Outlaws and Hell’s Angels, have chapters around the world. The Harley-Davidson Connection Harley-DavidsonBoth the AMA and law enforcement have tried to combat these outlaw biker gangs, but every year, the clubs manage to recruit hundreds of bikers into the fold. Some are drawn by the rebellious aura, and some naturally find their way into the protection the brotherhood offers them. And a vast majority of them ride Harley-Davidsons. So, it’s easy to see why America’s favorite motor company is closely tied to the culture of these outlaw gangs. To understand how this connection has influenced Harley-Davidson, we have to look at the history of these outlaw gangs in relation to the motor company. History Of Outlaw Biker Gangs And Their Ties To Harley-Davidson Bring A TrailerYou may think outlaw gangs are a new thing, but they trace their roots all the way back to 1935. It’s hard to trace the exact origins, but most sources suggest that the first outlaw group was founded in 1935 in a Chicago bar, aptly named the Outlaw Motorcycle Club, or simply the Outlaws. Around 13 years later, Hell’s Angels was founded in San Bernardino, California. These groups saw an exponential growth post World War II, when a large number of returning soldiers looked for something to do. Post-War Biking Culture Had A Strong Sense Of Patriotism Mecum AuctionsMany of the returning soldiers, still restless from the war, found their way into these one-centered clubs. For them, the choice of motorcycles was very limited. They had a strong sense of patriotism, which discouraged them from picking motorcycles from Axis nations, which were busy getting back on their feet anyway. At the same time, British twins, while faster and better-performing than American motorcycles, were also considerably more expensive.Mecum AuctionsThe obvious choice, then, was Harley-Davidson, which made cheap motorcycles back in the day. At the same time, the motor company produced some 90,000 WLA Liberators for the war, many of which were then sold off to the public. Bikers saw these surplus Harleys as cheap, reliable, and familiar, especially for young bikers who wanted freedom but didn’t have the money to spend. Owners would then chop off the rifle scabbards and other military bits to make the bikes lighter, which then gave rise to the chopper movement. In a way, Harley-Davidson became the default option for returning soldiers and young bikers, many of whom ended up joining outlaw clubs. Pop Culture Influence And Harley-Davidson’s Response Bring a TrailerIt wasn’t just patriotism and H-D being the default option for bikers that influenced the image. Pop culture also played a massive role along the way, starting with the Hollister Riot. The incident occurred at the AMA-sanctioned Gypsy Tour Motorcycle Rally in 1947, when the town saw a larger-than-expected influx of motorcyclists. These bikers wanted to watch the annual rallies, socialize, and get drunk, but things got a little out of hand when some unruly bikers went a bit too far.The press sensationalized this incident with reports of bikers taking over the town of Hollister. A famous photo of a drunken biker sitting on a bike was even published in Life magazine, which brought the incident national attention and negative opinion. Some media reports suggest that the riot wasn’t actually as bad as it was made out to be in the media. Of course, there were some arrests made and a couple of injuries, but mostly, it was motorcyclists just having fun. The rallies continued, and bikers were welcomed the very next year.Harley-DavidsonUnfortunately, the Hollister Riot, as it was called, cemented the image of Harley-Davidson riders as loud and rebellious, which gave rise to the outlaw biker image. Now, not only were a large number of bikers joining the one-percenters, but the entire thing became a part of pop culture. They were no longer some underground clubs doing criminal shenanigans; they had made a name for themselves. Further, people started to associate Harley-Davidsons with this image of outlaw bikers. Movies And TV Shows Only Added Fuel To Fire BonhamsOver the years, the American motorcycle market saw a big growth, with more options to pick from. However, many outlaw groups stuck with their Harley-Davidson motorcycles, even though there were arguably better options on the market. The one-percenters also developed a bit of a stereotype about themselves: tattoos, club vests, and beards. Like the mystique around Italian mobsters, the one-percenters now represented rebellion and freedom (of course, they still did a lot of illegal things along the way, too).FXThis only grew with several movies, TV shows, and books along the way. Some of the best examples include Marlon Brando’s The Wild One (though he rode a Triumph here), Easy Rider, Sons of Anarchy, and many more. There was also plenty of media that was inspired by these motorcycling clubs. This built a sort of mythology of an outlaw biker; someone who stands up to the establishment while cruising around on their cool motorcycles chasing sunsets.Harley-DavidsonWith that, Harley-Davidson’s connection to the outlaw biker gangs only grew even more. In the popular imagination, Harley cruisers were part of the attire to be an outlaw biker. These bikes became an extension of personal identity. While today, H-Ds may have gotten very expensive, they still remain the go-to choice for outlaw motorcycle groups. In fact, most outlaw gangs require you to have a Harley to join them, though they sometimes make exceptions for Buells and Indians. Ever Heard Of Lifestyle Marketing? Harley-DavidsonHarley-Davidson obviously knew the association it was making with outlaw bikers, and it saw it as a marketing opportunity. Remember, H-D is one of the pioneers of lifestyle marketing in the automotive space, where it wants to sell you an idea of a lifestyle, not just motorcycles. And what better way to market its cruisers than doubling down on the bad boy image its bikes were being associated with?Harley-DavidsonSee, the outlaw biker lifestyle may be problematic in many ways, especially in the eyes of the law, but for the masses, it was nonetheless intriguing. Outlaw bikers represented sticking up to the authorities and an idea of freedom that those riding the desk all weekend can only dream of. The clubs are also regimented in nature, with military-like ranking, which encouraged a sort of brotherhood among the club members. Add to that the pop culture influence, with movies showing the free-spirited nature of biker gangs in America, and who wouldn’t want to get a slice of that lifestyle? Harley-Davidson Soon Started Doubling Down Harley-DavidsonTo quickly capitalize on the outlaw association, Harley-Davidson soon started sponsoring motorcycle events and races, and it even produced motorcycles for these outlaw riders, along with a whole line of apparel and accessories. Now, even an accountant could walk into the dealership, pick out a bike and a cosplay costume, and feel like a badass outlaw biker on the road. Capitalizing on that image, Harley-Davidson also started developing an image that represented freedom, masculinity, and independence.Harley-DavidsonHarley-Davidson motorcycles soon became an essential part of the riding culture in the United States, and they became an icon of patriotism. As their popularity grew, so did the outlaw biker clubs. In the post-war era, outlaw bikers grew and had demands, and to meet those, Harley delivered. As a result, soon enough, both the outlaw clubs and the motor company started influencing each other, building a sort of feedback loop that intertwined them.Harley-DavidsonIn fact, many outlaw bikers often argue that the motor company owes its success to them, especially during the infamous AMF era. This era under AMF ownership is a blot on the brand’s legacy, as this was the time when it started pumping out unreliable bikes that no one wanted. Even during this time, outlaw biker gangs stuck with the brand. As a show of support, many bikers even tattooed the Badge and Shield logo on their body; name one other motorcycle company with such a loyal following. Harley-Davidson Is Not Moving Away From That Image Harley-DavidsonAs intertwined as the journey of both outlaw gangs and Harley once was, the manufacturer now wants to expand its horizon and move away from that image. Not too long ago, Harley-Davidson repositioned itself as a luxury lifestyle brand, not just an American cruiser manufacturer. This was done to expand its reach into other parts of the world where the motoring culture was brewing. So far, it has done well for the company. The Now-Gone-“Woke” Harley-Davidson Lineup Harley-DavidsonThe new Sportsters, like the Nightster and Sportster S, now feel properly modern and sporty, unlike older models that were usually seen as beginner cruisers. Step up to the big twin Softail lineup, and you get some incredible options, including the authentically simple Street Bob, the SoCal custom-inspired Low Rider ST, and the badass Fat Boy, all of which now feel premium, modern, and reliable. Its Grand American Touring range has evolved into properly luxurious tourers that give the likes of the Honda Gold Wing and BMW K 1600 series a run for their money.Harley-DavidsonHeck, Harley has even dipped its toes into other segments that brand loyalists wouldn’t appreciate. First, there’s the Pan America 1250 lineup, which is a full-size adventure bike with decent off-road chops (for the segment) and 150 horsepower. The brand has also brought out a couple of Livewire electric bikes, like the S2 Del Mar and the S2 Mulholland. With such a diverse lineup, Harley-Davidson is now pushing itself away from outlaw bikers and attracting a larger set of riders. These include new riders, tourers, EV adapters, or those who simply want a taste of cruising around town while looking good. The Outlaw Biker Image Is A Part Of Harley-Davidson Harley-DavidsonNo matter how hard it tries, though, Harley-Davidson will never fully move away from the outlaw biker image. That connection will live on. Even though outlaw bikers or loyalists may say that the MoCo has gone “woke” or hate the new, rather expensive cruisers it makes, most clubs still stick to Harleys. There’s no real alternative to a Harley, after all, which still embodies that sense of patriotism, freedom, and independence unlike anything else.Harley-DavidsonThose outlaw biker clubs may not have influenced Harley-Davidson back when it was just starting out, but in the post-war era, they had the biggest influence. In the AMF era, they stuck around when everyone ditched Harleys. While they may feel betrayed by Harley’s latest moves of expansion, the manufacturer can never fully distance itself from that outlaw image. It’s the reason why many still buy Harleys, in a way to vicariously live like an outlaw biker, even if they may be the most law-abiding citizens otherwise.
