A man and his Harley

Electric Perspectives, May/Jun 1997

RICHARD A. ABDOO, chairman, president, and cEo of Wisconsin Energy Corporation, rides a 1993 Harley-Davidson Heritage Softail Classic. He's been riding motorcycles for nearly 30 years-and he wishes he had more time to ride. "It's the freedom, the nature, and the people," he says. "You find that bikers are a great group, and you meet some of the nicest people in the world. It's really the great equalizer."

And it's therapeutic. "You feel free, you feel the wind," he says. "It's a release from the work world because you have to put so much focus on riding. There's absolutely no link between riding and work. One is much simpler, much freer, without complications."

Abdoo feels a particular connection to Harleys, a mixture of business and personal loyalty. First of all, Harley-Davidson, headquartered in Milwaukee, is one of Wisconsin Energy's customers. But to Abdoo, they're more than that. "They represent the ultimate in the American competitive spirit," he says. That's one of the reasons that on Harley-Davidson's 90th birthday in 1992, Abdoo joined the celebratory parade. "There were more than 60,000 bikers from all over the world riding into Milwaukee," he recalls. "It was amazing. It drove home the point that these bikes are sold all over the world, they're made in a great city, and the company is producing a bike that beats the pants off any other maker."

Every year, Abdoo and 19 or 20 other CEOS (including Richard Teerlink, CEO of Harley-Davidson) rev up their Harleys and head out for a week of touring-one year they might go to South Dakota, another year to British Columbia. This lune, he's heading to Switzerland with another group to motor around the Alps.

"I don't have a lot of spare time, and there are days when I don't ride, which is a real disappointment," he says. "I need the time, and when I get it, it's absolutely fantastic."

The Sound...

Kuhn: I told some of you what we're going to do in Philadelphia [at the annual convention in June]. We're having a fifties night. The Harley assembly factory is right down the road in York. And we want to have you guys ride in. Rhodes: Well, you just found some volunteers.

(laughter)

Dahlberg: We probably ought to practice.

(laughter)

Kuhn: You guys don't like the Sportster? It's not big enough for you?

All: No, no.

EP: Any Harley's better than no Harley.

Rhodes: Can we bring our own bikes?

Kuhn: Oh, yes!

Rhodes: These are probably quieter than we would like. (laughter)

EP: These have stock pipes.

Rhodes: These pipes are quieter; loud pipes are safer!

Dahlberg: "Loud pipes save lives!" (laughter)

EP: How do your neighbors feel about loud pipes?

Rhodes: It took about 15 years to get the neighbors acclimated...and a lot of missionary work. (laughter)

Hodowal: The sound is a big part of ityou know, "potato, potato, potato."

EP: So you'd rather have that sound than, say, a Honda sound?

Hodowal: Oh, yeah.

EP: What is it about that sound?

Hodowal: It's macho. (laughter)

Howard: It's American. I've got stock pipes now but I'm going to move into a new neighborhood, so I want to make sure everyone gets comfortable with the sound [before I change pipes].

Rhodes: You're going to phase them in. (laughter)

The Brand...

EP: Let's talk about what Harley does to inspire such customer loyalty.

Howard: It's hard to explain.

EP: Exactly, exactly-There are bumper and helmet stickers that say, "If I have to explain, you wouldn't understand." Still, is there anything about the way Harley is doing things that translates to the state of the electric utility industry today? Do you think about that or is it too much of a leap?

Rhodes: Perhaps product diversification. The customer has lots of options instead of one product for all.

Dahlberg: There are lots of different Harleys, but it's still a Harley no matter what it costs. You can tell the difference. And everybody identifies with Harley.

Rhodes: There's a core brand that everybody identifies with. Then the huge aftermarket allows for customization.

Howard: You can have literally thousands of Harley-Davidsons all lined up together, and there won't be one bike that matches another. Every bike will have something different-paint, accessories, handlebars, windshield/no windshield.

Dahlberg: People will pay a heck of a lot more for a Harley-Davidson and wait years to get one if that's what it takes.

Howard: Yeah, they sure don't compete on price. (laughter)

Hodowal: But there are very few things that you will ride or drive that appreciate in value, and this is one of them.

EP: Have any of you ever sold one of your Harleys?

Howard: You wouldn't sell your first born, would you? (laughter)

Dahlberg: I might possibly trade. (laughter)

The Feeling...

EP: Why do you guys ride motorcycles? Hodowal: You meet the nicest people when you ride.

EP: Contrary to the stereotype.

Hodowal: If you ever break down, not a Harley will go by without stopping.

Rhodes: They'll do anything for you.

EP: What does it feel like? None of us ride; we're wannabes.

Hodowal: Look at us...

Howard: It's not about riding-it's a fashion show. (laughter)