Beginning of Harley-Davidson before it succeeded and was such a blast, it had been through thick and thin. The beginning came from two siblings, Arthur and Walter Davidson who came up with a new idea to set motors on their bikes. Their small storeroom was a place where the project was experimented in 1903. The result turned out that the first motorbike must be immediately demolished as it did not have adequate power to run up and down the hill in Milwaukee. Later in 1907, V-twin motor was successfully invented which became the identity of the brand. It was also the heart of the blasting sales rate many years later. Accordingly, Harley-Davidson has grown by leaps and bounds even though it is not the No.1 brand of America, it is not a small brand in the market anymore and this has brought continuous reputation to the brand up until now. The important thing of products that still makes reputation for the brand for 100 years consists of a number of elements but one thing that can never miss out is users. Brand loyalty is the thing that the company prioritizes even though it has to adapt along the global trends but history, values and the charisma are something that is touchable by everyone. When we see or hear the name ‘Harley-Davidson’, we all know what its character is and how different it is from other brands. One thing is equally important is that there are loyal customers who always support the company regardless of the change of product lines, strategies, or production base, these fans would still always support. The truth is a lot of Harley-Davidson owners do not consider whether to buy or not based on the price but on the belief, faith and love that they have for this brand. Nowadays, the number of Harley-Davidson lovers in Thailand have increasingly and continuously grown which can be seen from the births of gatherings and clubs of those who are passionate about riding while they would have their own names for each group. There are groups of these bikers not less than 10 groups in every province in Thailand which apparently shows that Harley-Davidson bikes are very popular in this country.

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