The $500 Million U-Turn: Six Key Moments in Harley-Davidson’s Identity Crisis

You spend hundreds of millions trying to be something you are not, only to spend hundreds of millions more trying to be exactly what you have always been. Harley-Davidson just launched a massive campaign to "return to its roots," but let’s call it what it actually is: an $80-million corporate apology tour. Here is a masterclass in how a Fortune 500 company burned half a billion dollars by sprinting in a perfect circle.