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CNN Live Saturday

Interview With William Davidson

Aired August 30, 2003 - 14:32   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.


FREDRICKA WHITFIELD, CNN ANCHOR: Well, 10,000 Harley riders paraded down the streets of Milwaukee today to mark the 100th anniversary. Willie Davidson, a grandson of Harley-Davidson's co- founder, and his wife, Nancy, led the parade. They were followed by bikers displaying Harley flags representing riders clubs form all over the world.
And Bill Davidson joins us now on the telephone. And he is director of the product development for Harley-Davidson and, as I said, the great grandson of co-founder William Davidson. All right, Bill. Well, glad you were able to pull over and join us on the telephone to tell us a little about what is it about a Harley that appeals to you?

Some say it's the chrome, it's the sound. And sometimes it's just the people that it attracts.

BILL DAVIDSON, HARLEY-DAVIDSON: Well, it's an really an exhilarating exciting sport. And when you put yourself in the seat of one of these beautiful motorcycles, and you are able to travel across this beautiful country we all live in, there's nothing better. It really magnifies nature, the sites and the smells, and the people you meet. It's just very fun and very exciting.

WHITFIELD: Well, something I really enjoyed hearing from one analyst who said, "When buying a Harley, they are buying an image and a lifestyle first, and a motorcycle the second." Is that really the notion?

DAVIDSON: Well, from a business perspective, we see the motorcycle as the core, and from the motorcycle everything else is driven from that. The clothing, the accessories, and I would say the lifestyle, too, but the lifestyle is a very, very important part for the company business. It is a passion people have all over the world. And the lifestyle generates so much camaraderie it's just wonderful to see.

WHITFIELD: Well, hard to believe that 100 years ago, when just a handful of a couple of guys, three or four guys specifically, decide to come up with this kind of concept, this kind of bike, surely they had no idea it would take on this sort of fascination worldwide, do you think?

DAVIDSON: I don't think they realized. Although, I think they were probably very excited about their creation. And what was neat from 1903 to about 1910 is the growth of the company was quite phenomenal.

The vehicle displayed dependability and reliability very early on, and word of mouth spread about their creation. And people were really seeking these vehicles to purchase, which was really exciting.

WHITFIELD: Well, as a great grandson of a co-founder, there was no way you were going to grow up and not be dedicated to a Harley. Let's talk about those other motorcycle companies out there who have imitated the sound of a Harley, but somehow these Harley purists say no way, there is no substitution.

DAVIDSON: Yes. I think there's a lot of other people that are trying to do what we've been doing, and there's nothing like a Rolex. And I think we are the true original and have a lot of meaning behind the product. The look, sound and feel of our motorcycles are unique, and that's certainly what our customers love and continue to look for.

WHITFIELD: And you really have seen the customer, so to speak, evolve, haven't you? It's not just one kind of rider that makes the Harley rider. You really are seeing quite the kaleidoscope of characters, aren't you?

DAVIDSON: Oh, yes. And we're very, very excited about that. Our demographics continue to broaden, if you will, which is bringing all kinds of new people, both young, middle-aged, older people into the Harley-Davidson family, and it's very, very exciting for us to see. And we recently just announced a brand new platform of sporster motorcycles completely redesigned, which we are very confident we're going to be able to pull in a much younger generation of rider.

WHITFIELD: All right. Bill Davidson, the director of the product development for Harley Davidson, and of course the great grandson of one of the company's co-founders, William Davidson. Thanks very much, Bill, for joining us. Appreciate it, and have a great weekend.

DAVIDSON: Thank you so much. We are having a great birthday party here in Milwaukee.

WHITFIELD: Yes, it sounds like a great time. Wish I could be there.

DAVIDSON: All right.

WHITFIELD: All right.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com







Aired August 30, 2003 - 14:32   ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
FREDRICKA WHITFIELD, CNN ANCHOR: Well, 10,000 Harley riders paraded down the streets of Milwaukee today to mark the 100th anniversary. Willie Davidson, a grandson of Harley-Davidson's co- founder, and his wife, Nancy, led the parade. They were followed by bikers displaying Harley flags representing riders clubs form all over the world.
And Bill Davidson joins us now on the telephone. And he is director of the product development for Harley-Davidson and, as I said, the great grandson of co-founder William Davidson. All right, Bill. Well, glad you were able to pull over and join us on the telephone to tell us a little about what is it about a Harley that appeals to you?

Some say it's the chrome, it's the sound. And sometimes it's just the people that it attracts.

BILL DAVIDSON, HARLEY-DAVIDSON: Well, it's an really an exhilarating exciting sport. And when you put yourself in the seat of one of these beautiful motorcycles, and you are able to travel across this beautiful country we all live in, there's nothing better. It really magnifies nature, the sites and the smells, and the people you meet. It's just very fun and very exciting.

WHITFIELD: Well, something I really enjoyed hearing from one analyst who said, "When buying a Harley, they are buying an image and a lifestyle first, and a motorcycle the second." Is that really the notion?

DAVIDSON: Well, from a business perspective, we see the motorcycle as the core, and from the motorcycle everything else is driven from that. The clothing, the accessories, and I would say the lifestyle, too, but the lifestyle is a very, very important part for the company business. It is a passion people have all over the world. And the lifestyle generates so much camaraderie it's just wonderful to see.

WHITFIELD: Well, hard to believe that 100 years ago, when just a handful of a couple of guys, three or four guys specifically, decide to come up with this kind of concept, this kind of bike, surely they had no idea it would take on this sort of fascination worldwide, do you think?

DAVIDSON: I don't think they realized. Although, I think they were probably very excited about their creation. And what was neat from 1903 to about 1910 is the growth of the company was quite phenomenal.

The vehicle displayed dependability and reliability very early on, and word of mouth spread about their creation. And people were really seeking these vehicles to purchase, which was really exciting.

WHITFIELD: Well, as a great grandson of a co-founder, there was no way you were going to grow up and not be dedicated to a Harley. Let's talk about those other motorcycle companies out there who have imitated the sound of a Harley, but somehow these Harley purists say no way, there is no substitution.

DAVIDSON: Yes. I think there's a lot of other people that are trying to do what we've been doing, and there's nothing like a Rolex. And I think we are the true original and have a lot of meaning behind the product. The look, sound and feel of our motorcycles are unique, and that's certainly what our customers love and continue to look for.

WHITFIELD: And you really have seen the customer, so to speak, evolve, haven't you? It's not just one kind of rider that makes the Harley rider. You really are seeing quite the kaleidoscope of characters, aren't you?

DAVIDSON: Oh, yes. And we're very, very excited about that. Our demographics continue to broaden, if you will, which is bringing all kinds of new people, both young, middle-aged, older people into the Harley-Davidson family, and it's very, very exciting for us to see. And we recently just announced a brand new platform of sporster motorcycles completely redesigned, which we are very confident we're going to be able to pull in a much younger generation of rider.

WHITFIELD: All right. Bill Davidson, the director of the product development for Harley Davidson, and of course the great grandson of one of the company's co-founders, William Davidson. Thanks very much, Bill, for joining us. Appreciate it, and have a great weekend.

DAVIDSON: Thank you so much. We are having a great birthday party here in Milwaukee.

WHITFIELD: Yes, it sounds like a great time. Wish I could be there.

DAVIDSON: All right.

WHITFIELD: All right.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com