For those who don't know William G. Davidson is the Vice President of Styling at the Harley-Davidson Motor Company. He's also the head of the new Willie G. Davidson Product Development Center in Milwaukee, Wisconsin.

As Vice President of Styling William G. "Willie G." Davidson guides the design of all Harley-Davidson motorcycles. For nearly 40 years Willie G. has been responsible for successfully creating the distinctive look of all Harley-Davidson motorcycles.

Willie G. is the son of former Harley-Davidson president, William H. Davidson and the grandson of one of the original founders, William A. Davidson. Each of his three children, Karen, Bill and Michael, take active roles within the Company.

One of Willie G's early and most notable designs, the classic Super Glide, was introduced in 1971. Following this success Willie G. and his design team developed a family of "custom" motorcycles, including the Lowrider, Café Racer, Heritage Softail, Fat Boy and Road King.

A Wisconsin native, Willie G. attended the University of Wisconsin for three years before transferring to and graduating from the Art Center College of Design in Los Angeles. Prior to joining the Company in 1963 Willie G. worked for over five years with Brook Stevens Associates, designing products ranging from furniture to outboard motors.

Willie G. was one of 13 executives who raised more than $75 million to purchase Harley-Davidson from American Machine and Foundry Incorporated (AMF) in 1981. He was one of the company's owners during Harley-Davidson's period of private ownership from 1981-1986.

Willie G. is an avid rider and has helped raise million of dollars for the Muscular Dystrophy Association and other national charities through his participation in motorcycle events. His artistic vision and generous dedication to the sport of motorcycling at these and other motorcycle rallies has made him a legend among motorcycle enthusiasts. In 2000 he was inducted into the American Motorcycle Association Hall of Fame. He was also inducted into the Sturgis Hall of Fame in 1993.

I caught up with Willie briefly at the Los Angeles Road Tour location and asked him a couple of question about the design center, custom bikes and the future. Enjoy.

Bandit: The last time I was in Milwaukee, in '97, you were just opening the design center. How's it going?

Willie: We are in the midst of a major addition. It was the necessary step to growth, putting everyone under one roof. We're adding more office space and test space.

Bandit: Do you function constantly in design or do you delve into the engineering aspects?

Willie: Mainly industrial design is our area of expertise. We have engineers in our design center because we must work in sinc with them. A motorcycle is function and beauty, the way it looks and works must come together. There's a way to building form to enhance function.

We can't do this sort of thing locked up in a room. We have to get out into the streets and feel the rhythm and see what others are experiencing, so we ride and attend events.

Bandit: How's the balancing act between tradition looks, new school designs and metric cruises designs.

Willie: You have to pay attention to the market and be sensitive to the air-cooled motorcycle which is our bread and butter. As volume increases and you want to continue your success you must broaden somehow to appeal to different riders whether in Europe or performance riders here such as the V-rod. It's an addition to the product line not a replacement. We're excited about it, but it won't replace any of the air-cooled line.

It's a balancing act. That's exactly what we're doing.

Bandit: What's new on your plate right now?

Willie: That's an awkward question because of confidentiality. I'll just say design is discovery. We're always looking for a solution. We're facing numerous projects.

Bandit: From the custom product side you're doing a tremendous job. Are you having fun with it?

Willie: Yeah. We are all riders and enjoy changing our own bikes. The custom parts line gives us more flexibility. I go to Daytona every year and each year I think I've seen it all, then I arrive and stumble upon something completely new which challenges us.

Bandit: From a government standpoint, is there one thing that is coming up that you are particularly concerned about?

Willie: We pay very close attention to that area. We have a team devoted to monitoring government actions. We are fully keyed into what's happening. I think this is very serious stuff.

Bandit: Are you working on any personal projects at home?

Willie: We're restoring a beautiful farm which will be terrific for displaying antique motorcycles. I'm also playing with a V-rod and a Deuce.