Harley-Davidson’s customers can spot each other instantly by the iconic black, white, and orange logo on their motorcycles, clothing, and saddlebags. More than a century after the first Harley-Davidson motorcycle hit the road, the company’s annual worldwide sales have zoomed past $5 billion. Harley-Davidson dominates the U.S. motorcycle market, and sales are also strong in Japan and Europe. Its annual output of 300,000 motorcycles covers 31 models in five product lines (Sportster, Dyna, Softail, VRSA, and Touring).

1. Why would Harley-Davidson put as much emphasis on consistency of quality as it does on level of quality?
2. How does Harley-Davidson use customer services to differentiate its motorcycle products?
3. What role do you think the Harley-Davidson Museum might play in influencing how consumers perceive the company and its products?