This paper analyzes how Harley-Davidson, Inc. uses its differentiation strategy to attract more customers that are loyal across 90 countries. It applies differentiation strategy to design and manufacture unique products/services and sell them to price sensitive customers. Harley-Davidson Company uses Harley Owners Group (H.O.G.), Harley-Davidson Financial Services (HDFS), and Harley-Davidson Motor Company (HDMC) SBUs to implement differentiation strategy. Harley-Davidson, Inc. uses differentiation strategy to achieve greater compatibility. Harley offers greater convenience across its markets where it sells high quality branded products.