Harley-Davidson Museum: Celebration of an American Icon

The museum features some famous rides from pop culture—including the Liberator, used by Captain America.(Courtesy of the Harley-Davidson Museum)

It’s been described as Barry White saying “Potato, potato, potato ...” The idling rumble of the Harley-Davidson motorcycle. One can find Harley fans around the world, from Harley Owner’s Group (H.O.G.) chapters across the United States to riding clubs gathering at a bar in Berlin or Bangkok. The iconic ride is much more than the sum of its parts and has found its way into pop culture, representing the freedom of the open road. And in that sense, the museum, located in its birthplace, goes far beyond just a collection of bikes.

In 1903, William Harley and Arthur Davidson built the first prototype in a small backyard shed behind Davidson’s family home in Milwaukee, Wisconsin. Out in front of the modern museum is a replica of that structure, and within the first exhibit—where an early cycle is mounted in a glass cabinet—the dimensions of that tiny space are marked in lines on the floor. Soon after, Arthur’s brothers Walter and William joined the business venture.

The Harley-Davidson Museum’s exhibits trace the company from that backyard to a large-scale manufacturer with an international reach. The company survived the Great Depression (one of only two American cycle manufacturers to do so) and played important roles in the two World Wars.

The Serial One is known as the oldest motorcycle in existence. (Courtesy of the Harley-Davidson Museum)

A reconstruction of a wooden embankment from the racing days hints at its original role in an age of daring. A wall of gas tanks creates a colorful mural. A rotating exhibit of historical photos shows startling images of Milwaukee’s unassailable industrial past.

One room is dedicated to the evolution of the engine, where component parts hang separately in the air but can be seen put back together if you view them at the right angle. An interactive display allows you to hear the rumbles of the various engine models.

During World War II, Harley-Davidson produced about 60,000 WLAs for U.S. and Allied troops. (Courtesy of the Harley-Davidson Museum

A wall showcases the most iconic tanks produced by the company. (Courtesy of the Harley-Davidson Museum)

The motorcycle’s role in the military, in police work, and even in delivery service receives its due. And yes, a long collection of bikes shows the transformation over time.

But the Harley-Davidson community is always evident. The riding clubs throughout history, across the country, and around the world have honored spaces here. A surprise to many will be the exhibit that highlights the role of a few daring women riders from back in the early 20th century, during a time when road touring on a motorcycle wasn’t considered very “ladylike.”

An exhibit is devoted to women riders. (Courtesy of the Harley-Davidson Museum)

Not forgotten are the tough times when, in 1969, Harley-Davidson, facing liquidation, was bought by AMF (American Machine and Foundry) and the ownership left the family for the first time. The story of the company’s repurchase by company executives in 1981 plays in a short video, a celebration of a rebirth.

Pop Culture

A bike and rider sail into space high above one of the most intriguing parts of the museum: the exhibition celebrating Harley’s place in pop culture. This is Evel Knievel, the daredevil rider who once jumped the Grand Canyon. (Those of us who were children during his heyday in the 1970s believed he had broken every bone in his body at some point.)

A line of movie posters adorns the wall, and a video montage plays showing scenes from Hollywood, including “Easy Rider,” “The Terminator,” and Marlon Brando’s “The Wild One.” A few famous rides are on display—think Captain America’s bike—as well as other very eye-catching motorcycles, including the most tricked-out Harley you’ll ever see, donated by a locally famous owner.

The last stop before the exit is an area where visitors can climb aboard several motorcycles for photo ops. And not to be overlooked, of course, is the gift shop where fans, and the people who shop for them, peruse the world of Harley swag, certainly challenging the popularity of the bike itself.

The Harley-Davidson Museum in Milwaukee, Wis., is one of the city's top attractions. (Courtesy of the Harley-Davidson Museum)

Lunch Plans

While a visit can easily last more than an hour, depending on one’s museum pace, you don’t have to rush to get to lunch. The onsite MOTOR Bar and Restaurant is worth staying for. The barbecue is quite notable and Milwaukee’s Lakefront Brewery brews their Motor Oil, a rich dark stout.

If You Go

Harley-Davidson Museum 400 W Canal St Milwaukee, WI 53201 [phone]

Accommodations: Parking at the museum is free. And if you like the Easy Rider theme, consider booking a room at the nearby Iron Horse Hotel, a biker-themed boutique property with a fire pit outside with a view of the museum and a nearby award-winning gleaming white suspension bridge.

When to Go: Any time of year, of course, but take note of the date for Harley Fest when riders gather from all over the country, and a big-name rock artist performs live. Bruce Springsteen and Foo Fighters have appeared on the bill in the past. (In 2023, Foo Fighters return with Green Day.)

Harley Homecoming: In 2023, the company celebrates 120 years. Think about attending their annual four-day Harley-Davidson Homecoming Festival this year on July 13–16. The four-day fest draws quite a crowd and includes some great music. Get tickets to see Foo Fighters, Green Day, Joan Jett & the Blackhearts, and more.

A four-day Homecoming Festival, celebrating Harley-Davidson's 120th anniversary, will take place July 13–16, 2023. (Courtesy of the Harley-Davidson Museum)