Marketing of Honda Motorcycles in the USA
The American Honda Motor Company was established as a subsidiary by Honda in 1959. During the 1960's the type of motorcycles brought by Americans underwent a major change. Motorcycle registrations increased by over 800,000 in five years from 1960. In the early 60's the major
competitors were Haley - Davidson of U.S.A, BSA, Triumph and Norton of the UK and Motto - Guzzi of Italy. Harley-Davidson had the largest market share with sales in 1959 totalling a 6.6 million dollars. Many of the motorcycles produced were large and bulky and this led to the image
of the motorcycle rider as being one who wore a leather jacket and went out to cause trouble.
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