Harley-Davidson Advertising of the 1970s
Only three pieces survive in this group, but they cover three very different sides of Harley-Davidson in the 1970s: the Italian-built 125cc Rapido, the little Shortster, and the red-white-and-blue Liberty Edition II promotion from 1976.
Harley's Italian-built 125cc Rapido
“Introducing the 125 cc Rapido” is printed across the top, with “Power, poise—performance plus” below the two motorcycles. The Rapido came from the Italian-built lightweight line that grew out of Harley's Aermacchi connection, already taking shape in the 1960s.
The Shortster packs motorcycle features into a mini-cycle
The Shortster is billed as “the mini-cycle that's mighty like a motorcycle,” and the copy works hard to prove it. Harley lists a 65cc two-stroke engine, three-speed foot shift, mini-motocross forks, hydraulic shocks, and full-size levers and grips. Small motorcycle, full-size sales pitch.
Red, white, blue, and Harley-Davidson
By 1976, the pitch had turned patriotic. “Harley-Davidson Welcomes You,” “Liberty Edition II,” and “1776—America—1976” surround an eagle, two motorcycles, and portraits labeled William A. Davidson, Walter Davidson, William S. Harley, and Arthur Davidson. It is a company-history poster wrapped in Bicentennial red, white, and blue.
Three pieces, three very different Harleys: an imported 125, a 65cc mini-cycle, and a Bicentennial celebration built around the founders and the company name. The broader History collection fills in the rest of the decade, but these three advertisements already show how far Harley's sales pitch could stretch.