Milwaukee is where it all began for Harley Davidson. In 1903, William Harley Walter and Arthur Davidson created the first of millions of Harley Davidsons. It was one of the two major motorcycles that managed to survive the Great Depression. Since 1977, the only motorcycles sold to the public under the Harley-Davidson brand have been heavy-duty motorcycles, with displacements greater than 700cc, designed for highway cruising. It is one of the best-known brands in the world of motorcycles and beyond. Harley-Davidson maintains a huge brand community, which remains active through clubs, events and a museum. The value of the Harley Davidson brand and its logo was approximately $40 million, or 0.8 percent of the company's new revenue in 2010. Harley Davidson has often set a benchmark for other motorcycle manufacturers over the years. years. By the end of World War I, 20,000 bicycles were used in military service and to this day they are a favorite of the US Army. Harley Davidson continued to install the same V-Twin engine invented years ago. He focused primarily on aesthetic changes and ignored the technical changes required in the modern era. Critics say Harley Davidson should innovate and make modern updates to its models. Whereas if we listened to the Harley Davidson faithful, they would insist on maintaining the HD's legacy. Strategic Analysis of Harley Davidson External Environment: Strategic Management Analysis of Harley Davidson will require some tools like PESTEL Analysis, SWOT Analysis, BCG Matrix, PESTEL Analysis Five Forces Analysis, Key Factors of Success, Industrial Life Cycle, Competitive Analysis, Environmental Basics and Degree of Turbulence. PESTEL Analysis: The PES...... at the center of the paper ...... and Harley Davidson's legacy to the rest of the world. REFERENCES: Harley Davidson, Strategic Analysis. 2013. Harley Davidson, Strategic Analysis. [ONLINE] Available at: http://www.slideshare.net/MahmoudMHamid/harley-davidson-strategic-analysis. [Accessed December 16, 2013].Harley-Davidson - Wikipedia, the free encyclopedia. 2013. Harley-Davidson - Wikipedia, the free encyclopedia. [ONLINE] Available at: http://en.wikipedia.org/wiki/Harley-Davidson. [Accessed 16 December 2013]. Harley-Davidson strategic analysis. 2013. Harley-Davidson Strategic Analysis. [ONLINE] Available at: http://www.scribd.com/doc/12517953/HarleyDavidson-Strategic-Analysis. [Accessed December 16, 2013].harley davidson. 2013. harley davidson. [ONLINE] Available at: http://www.slideshare.net/ercan_1244/harley-davidson-12030842. [Accessed 16 December 2013].