Harley Davidson Softail

Program

BS 57 Transportation Design

William “Willie G.” Davidson served as senior vice president and chief styling officer for Harley-Davidson until he retired in 2012. Grandson of the founder and son of the former president, Davidson had applied a sense of tradition to his family’s legacy of superior design since joining the company in 1963. Davidson oversaw all aspects of product design. His most notable achievements can be seen in the signature styling of Harley-Davidson’s classic motorcycle lines, including the Springer, Low Rider, Super Glide, Cafe Racer, Heritage Softail and the legendary Fat Boy. In 1981 Davidson joined with investors to purchase the company, then owned by AMF. Throughout his tenure as chief of design, Davidson maintained the integrity and style that have distinguished Harley-Davidson since its inception. He recognized the importance of Harley-Davidson’s unique aesthetic bent and dedicated himself to outstanding design, which was critical to the company’s reputation as the most prestigious American motorcycle maker today.