Harley Davidson | Pilgrimage to Milwaukee

(Milwaukee, USA) Every five years, Harley-Davidson celebrates its own anniversary with a “Homecoming” in Milwaukee, Wisconsin, the brand’s birthplace. The activities are not lacking: a few hours in the exceptional museum dedicated to the history of the manufacturer are mandatory, as is the guided tour of one of the factories, and much more.

Last July, according to figures announced by Harley-Davidson, approximately 150,000 Harley-Davidson enthusiasts from around the world responded to the invitation. I was one of them… more or less. I was there to evaluate two novelties, but the crowds were inevitable. And what a crowd! More than any other aspect of this event, it is she who marked me, both by its magnitude and by the reason for her presence.

What an extraordinary phenomenon: with little or no advertising, the manufacturer of a product celebrates an anniversary that is ultimately unspecified – its 120^e in this case — and invites his clients to “come home”. And in remarkable numbers, people are responding and coming to the scene, often from other continents. Virtually everyone gets there by riding their own Harleys. Practically all are dressed in a very particular way linking them at first sight with this universe. And all of them, without exception, claim to feel a deep sense of belonging to the great family that this group forms. All of them also admit to feeling “at home”. The manufacturer’s message, visible almost everywhere, is therefore really received. “Welcome home”, say the posters.

Day and night, there are countless parked motorcycles. The din of extraordinarily loud mufflers and monster sound systems becomes a constant backdrop. Professional deformation obliges, I examine the motorcycles. These are 99% classic big Harley-Davidsons. The latest Harley novelties intended to reach a new clientele are conspicuous by their absence, as is the electric Livewire. Same thing for the other brands, of which we see practically no trace. If I had to draw a quick and instinctive conclusion from the crowd and its motorcycles, I would say that despite the difficulties that the brand has been going through for a few years, the enthusiasm of Harley-Davidson customers remains absolutely intact. I would also say that the manufacturer would do well not to bet too much on the electric or on the young people. The crowd, of adult age, seems to be indifferent to everything except the classic models, which are however the most expensive and the least efficient of the brand.

Another obvious characteristic of this crowd is that they are smiling. Everyone, without exception, seems amazed and happy to breathe the same air as thousands of other Harley enthusiasts. Nationalities, origins and colors mingle with each other without the slightest friction. On the contrary, everyone talks to everyone, without barriers. After a while marinating in this crowd, she looks almost normal to me. For the regulars, it is totally. It represents the lifestyle they have chosen.

But with a little hindsight, we realize that neither this crowd nor this enthusiasm is normal. Not at all, in fact. While walking and observing, I try to imagine what other brand could reproduce this phenomenon. I review the biggest names on the planet. If Ferrari, Coca-Cola or Apple called on its customers to “come home”, would they answer the call in a comparable way? Of course not. I forgot one? Tell me… Other motorcycle or car manufacturers are also bringing their customers together with some success, but to my knowledge, nothing comes close to the magnitude of the phenomenon I witness in Milwaukee.

* Transportation and accommodation costs were paid for by Harley-Davidson.