The stock market crash of 1929, the financial market’s darkest day, reverberated throughout the economy causing half of America’s banks to go under, washing away millions of Americans’ life savings, and leaving 30% of the workforce unemployed by 1933.
H-D was not immune. The company’s motorcycle sales crashed to 3,700 from 21,000. One strategy the company utilized to overcome the Depression was this new product. Introduced in 1932, the invention of the three-wheeled Servi-Car helped Harley-Davidson stave off the worst of the Great Depression. The model became so popular it was in production until 1973, the company’s longest-running line. Today they are a rare item. A restored 1951 Servi-Car comes with a $29K price tag!
The Original Biker’s Club
In 1928, the oldest Harley-Davidson biker club was serendipitously formed. It’s a cute story. The Praha Harley Club, based in Prague, came together because of Bohumil Turek, a Harley-Davidson motorcycle racer. It was on his wedding day celebration. He and his bride, who also raced Harleys, were joined by 90 friends, all riding Harley-Davidsons.
Ceremoniously, they lined up their bikes to accompany guests into the reception. The striking motorcycle reception line inspired the motorcycle club idea, and, by the close of the days’ festivities, the Harley Club Praha was founded.
Harley-Davidson’s Great Depression
During the ‘50s and ‘60s, Harley-Davidson hit some hard times. The company, on the brink of bankruptcy, was temporarily purchased by American Machine and Foundry (AMF), a company that could care less about H-D’s fate. Due to the buyout, the workforce was severely cut. As a result, labor strikes and lower quality machines were produced at expensive prices. The dip into subpar quality generated a negative-reputation backlash.
The Harley-Davidson name was derisively mocked. Epithets like Hardly Driveable or Hardly Ableson tarnished the brand. “Hog” began to be used derogatorily. The company was sliding into oblivion. In 1981 a group of investors rescued the company from certain demise.
Evel Knievel was a Harley-Davidson Man
The iconic 1970s extreme-sport daredevil, Evel Knievel, trusted Harleys most. His stunts included jumping a record 19 cars, clearing the Snake River and jumping 50 stacked cars. He crashed several times. Once, while attempting to clear 13 Pepsi trucks, he broke both legs, his arm, and his collarbone. Career highlight: He suffered more than 433 bone fractures, putting him in the Guinness Book of World Records for lifetime survivor of most bone breaks.
His favorite bike, the enterprising ad man that he was, goes to Harley-Davidson. The Harley-Davidson XR-750 racing bike, to be specific. Evel Knievel’s last jump was in 1977 when he accidentally took out a cameraman injuring him moderately. He couldn’t go on putting others’ lives at risk.
The Origin of the Chopper
Harley-Davidson did not invent the Chopper. American biker dudes are responsible for that. Back in the 1950s, this new style of custom motorcycles emerged. The front end of the bike was modified so that the wheel stretched out in front. To do this they “chopped” the front end off and replaced it with the longer forks, hence the name. The iconic “Captain America” bike from Easy Rider epitomizes the Chopper.
Choppers were first modified by WWII soldiers returning from the War. They customized the bikes to increase speed and improve performance. Chopper culture spread from motorcycle clubs to mass merchandising. There was even a reality TV show called American Chopper, it featured building choppers in O.C.