Retire, yes, let it go, not so much—after nearly 50 years as head of styling, Willie G. Davidson is retiring from Harley-Davidson April 30, 2012, but he will continue his involvement with the company as an ambassador at motorcycle rallies and events, and through special design projects as Chief Styling Officer Emeritus.
Over the course of his career, Willie G., 78, built a design team at Harley-Davidson that re-established the company’s iconic brand after a choppy seventies fraught with financial and quality problems. Willie G., as he’s often referred to, is credited with designing the iconic “factory custom” Super Glide in 1971, which created a styling and strategic turning point for Harley-Dividson. His visionary styling leadership, and the genius of the factory custom idea revitalized the product line. But the real turnaround wouldn’t come until 1981 when Willie G. and 12 other executives raised the capital to buy the company from AMF (yes, the bowling pin people), the parent company at the time. H-D went from the brink, to market leadership. Whether you feel the brand is innovative or rehashed hardly matters, this is a great American success story. It’s hardly a wonder why Willie G. doesn’t want to let go entirely.
Today, the styling department is led by 19-year company veteran Ray Drea, Vice President and Director of Styling, who has worked collaboratively with Willie G. “It has been my privilege to work alongside many incredibly talented people at this company and I have great confidence the future of Harley-Davidson’s design leadership will continue to grow in its pre-eminence,” Willie G. said. “I look forward to spending time with riders at rallies and to my involvement in special design projects.”
“Few individuals have the kind of impact on an organization, a brand and a lifestyle that Willie G. has had,” said Keith Wandell, Chairman, President and Chief Executive Officer of Harley-Davidson, Inc. “Everyone with a love for motorcycles owes a great deal to his vision and talent, and all of us have been blessed by his presence. His legacy will continue to grow, thanks to the talent he has nurtured in the Harley-Davidson styling studio.”
Grandson of one of the company’s founders, William A. Davidson, and son of William H. Davidson, its second president, Willie G. joined the company as its first head of styling in 1963. With responsibility for the look of all Harley-Davidson motorcycles, landmark motorcycles to emerge from Willie G’s styling studio team include the Super Glide, which established the factory custom category in 1971, Low Rider, Heritage Softail Classic, Fat Boy, V-Rod and Street Glide. He is one of 13 Harley-Davidson executives who purchased the company from AMF, Inc. in 1981.
