Enduring
Harley-Davidson: The Company That Bought Itself Back
20:48
How do you trademark a sound? In 1994 Harley-Davidson tried — and its rivals talked it out of it. But the sound was never really the product. This is the story of a company founded in a Milwaukee shed in 1903 that outlived every other American motorcycle maker, collapsed under a bowling conglomerate in the AMF years, and in 1981 was bought back by thirteen of its own executives, who rebuilt it…