Willie G. Davidson

Willie G. Davidson: A Lifetime of Shaping Motorcycle Culture

Over the course of nearly five decades at the Harley-Davidson Motor Company, Willie G. Davidson has profoundly transformed how people around the globe perceive and experience motorcycles. As the Sturgis Motorcycle Museum proudly recognizes him with the Lifetime Achievement Award, it’s essential to reflect on his remarkable journey and enduring impact on the motorcycle industry.Born into a legacy of 

motorcycling—his father was longtime Harley-Davidson president William H. Davidson, and his grandfather was company founder William A. Davidson—Willie G. Davidson was destined for a career in the family business. Yet, his passions were not limited to motorcycles; he was equally drawn to the world of art. 

“I was born with crayons in my hand and gasoline in my veins,” he often quips.While honing his skills as a rider and racer, Willie began sketching motorcycles, blending his love for design with his affinity for the open road. His artistic journey took a pivotal turn in 1954 when he discovered a magazine article about dream cars created by students at the Art Center College of Design in Los Angeles. “The pictures showed students doing exactly what I wanted to do—combining their interests in art and vehicles,” he recalled. With that inspiration, Willie decided to pursue industrial design.During his time at the Art Center, he began moonlighting for Harley-Davidson, contributing to projects like the 1957 gas tank badge. After graduation, he worked on diverse products, from outboard motors to automobiles, at Brooks Stevens Design Center in Milwaukee. 

However, in 1963, after designing Cushman scooters and recognizing a conflict with Harley’s Topper scooter, Willie accepted a position as Harley-Davidson’s first Design Director, marking the beginning of his illustrious career within the family business.As Harley-Davidson entered the 1970s and the AMF period, Willie expanded his design department. He was the creative force behind the FX Super Glide model in 1971 and a series of iconic designs that established Harley’s dominance in the “factory custom” market. Collaborating closely with engineering and manufacturing teams, he was instrumental in creating production motorcycles that resembled bespoke customs, merging form with function.In 1981, Willie played a pivotal role alongside 12 other Harley-Davidson leaders in orchestrating the company’s buyback from AMF, a moment celebrated by Harley enthusiasts worldwide. 

However, challenging times lay ahead as fierce competition and an economic downturn nearly led to the company’s bankruptcy in 1985. Throughout this tumultuous period, Willie’s enthusiastic presence at rides, rallies, and other events solidified his status as the company ambassador and emotional center of the rapidly growing Harley-Davidson community.After an extraordinary ride, Willie retired from day-to-day operations in 2012 but remains an influential figure within the company. He frequently consults with colleagues, and alongside his wife Nancy—a Hall of Famer in her own right—they continue to travel the globe as brand ambassadors. The Styling Department he established continues to uphold Harley-Davidson’s legacy of design excellence at the Willie G. Davidson Product Development Center, just outside Milwaukee.

William G. Davidson’s artistic vision and passion for riding have not only defined Harley-Davidson’s identity for over 50 years but have also transformed the entire motorcycle world. His legacy is a testament to the profound impact of creativity, innovation, and a lifelong love for motorcycles. As we celebrate Willie G. Davidson, we honor a true icon in the world of motorcycling, whose influence will resonate for generations to come.