Talk to Her

Despite the strides women have made over the years, marketers are just now waking up to the New Woman

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It won’t come as a revelation to many that Harley-Davidson markets to women, the focus of several of the iconic motorcycle brand’s digital initiatives and promotional events. What might surprise them is that one of America’s most famous—and macho—brands has been advertising to women since the 1920s.

Among consumers profiled in its early ad campaigns are Avis and Effie Hotchkiss, a mother-and-daughter team who in 1915 biked from Brooklyn to the Pacific Coast and back, and 19-year-old Bessie Stringfield, who in the 1930s became the first black woman to make a cross-country motorcycle trip.

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