Clyde Fessler

Clyde Fessler: The Visionary Behind Harley-Davidson’s Renaissance

A Legacy of Transformation
In the world of motorcycles, few names resonate as profoundly as Harley-Davidson, and much of that legacy can be attributed to one remarkable man: Clyde Fessler. As Missy Scott notes in her book, Harley-Davidson Motor Company, “In many ways, Clyde Fessler was the Arthur Davidson of the 1970s, 1980s, and 1990s.” Joining the iconic brand in 1977 as the Advertising and Promotions Manager, Fessler’s journey with Harley spanned a quarter-century, during which he held various influential positions, ultimately shaping the company into a cultural phenomenon.

A Journey Fueled by Passion

A graduate of the University of Notre Dame, Clyde began his career selling air-cooled engines to the recreational market at the Kohler Company, later working with Arctic Cat Snowmobiles. However, he quickly realized he wanted his work to be synonymous with enjoyment. The serendipitous sighting of a job ad in a local paper led him to Harley-Davidson, where he embarked on a transformative journey that would alter the course of the company’s history.

Once at Harley, Fessler didn’t just sell motorcycles; he sold a lifestyle. Under his guidance, the company’s advertising campaigns shifted focus from merely promoting products to celebrating the vibrant culture of motorcycling. This pivotal change laid the groundwork for what would become one of the most successful marketing strategies in the industry.

A Marketing Maverick

Often hailed as the marketing guru behind Harley-Davidson’s remarkable turnaround, Fessler was instrumental in launching several key initiatives. One of his most notable accomplishments was the establishment of the Harley Owners Group (HOG), which now boasts over a million members globally, solidifying its status as the largest motorcycle enthusiast club in the world.

Fessler’s influence extended beyond marketing; he was also a driving force behind the Harley-Davidson racing team, signing legendary riders like Randy Goss, Jay Springstein, and Scott Parker. His commitment to performance and racing not only elevated the brand’s reputation but also ingrained it deeply into the fabric of motorcycle culture.

Expanding the Harley Empire

As Vice President of General Merchandise, Fessler spearheaded the creation of the MotorClothes department, significantly expanding the range of rider accessories. Under his leadership, annual sales surged from $20 million to an astonishing $100 million in just five years. This success was mirrored in the licensing of the Harley-Davidson logo, which began adorning a wide array of products—from toys to gold jewelry—ensuring that the brand’s iconic image became a household name, transcending the motorcycle community.

Fessler’s innovative spirit also led to the introduction of “Detachables”—accessories that could be added or removed in seconds without the need for tools. This ingenuity not only doubled the mechanical accessories business in three years but also contributed to making Harley-Davidson one of the most recognizable brands in the world.

A Lasting Impact

In recognition of his outstanding contributions, Harley-Davidson was inducted into the Marketing Hall of Fame, a testament to Fessler’s strategic vision and dedication. After retiring in 2002, he authored Rebuilding the Brand: How Harley-Davidson Became King of the Road, sharing insights from his illustrious career. Today, Clyde Fessler continues to inspire others as a branding consultant and motivational keynote speaker.

Giving Back

Beyond his professional accomplishments, Clyde has served on the Board of Trustees for both the American Motorcycle Association and the Motorcycle Safety Foundation. His efforts in establishing a partnership between the Muscular Dystrophy Association and Harley-Davidson have generated over $70 million in donations, underscoring his commitment to making a positive impact in the community.

A Life on Two Wheels

In his leisure time, Fessler embraces the open road on one of his three Harley-Davidson motorcycles. He enjoys traveling the world, sharing his love for motorcycling with others. Clyde is also a proud father to his son Derek and daughter-in-law Kathy, with whom he shares three wonderful grandchildren. Currently in the process of relocating to Spearfish, Clyde continues to embrace life with the same zest that has defined his remarkable journey.

Clyde Fessler’s story is one of passion, innovation, and a relentless pursuit of excellence—a legacy that will undoubtedly inspire future generations in the motorcycle industry and beyond.