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After nearly 50 years as head of motorcycle styling, William G. "Willie" Davidson heads into retirement Monday from Harley-Davidson Inc.

The grandson of company co-founder William A. Davidson and son of Harley President William H. Davidson, he's been known for shaking up motorcycle designs and shaping the motorcycle industry.

Davidson, 78, will continue his involvement with the company as an ambassador at motorcycle rallies and events, and through special design projects as chief styling officer emeritus.

Saturday, at Harley-Davidson's annual shareholders meeting, Davidson spoke with the Journal Sentinel about his career and motorcycle designs.

The company also announced that its board of directors had approved a cash dividend of 15 cents per share for the second quarter of 2012.

One project Davidson's proud of was the Super Glide, Harley's first attempt at a factory custom motorcycle, which took design cues from some of the custom bikes built in motorcycle shops and garages.

In 1971, the Super Glide launched an entire genre of motorcycles that led to some of Harley-Davidson's bestselling bikes.

Davidson is a graduate of the Art Center College of Design in Pasadena, Calif.

His California experience influenced his motorcycle career, which began in 1963, when he was asked to join Harley-Davidson's design department.

"I have always had gasoline in my veins, and California is the epicenter for custom everything," Davidson said, including cars and motorcycles.

"I spent time years ago at Ford Motor Company, as an intern, so anything with wheels on it has always been a big deal for me."

Davidson was named a company vice president in 1969 and was one of the 13 executives who raised the money to buy Harley-Davidson from AMF Corp., saving Harley from bankruptcy in 1981.

Always an artist, he once sketched a design on a brown paper bag he found in a parking lot. That drawing, which Davidson did while returning from the annual Sturgis, S.D., motorcycle rally, resulted in the Harley-Davidson "Sturgis" bike introduced in 1991.

Art coveted and classified

Harley's Willie G. Davidson Product Development Center, in Wauwatosa, has a large conference room called the "bunker" where company executives review designs and prototypes. Its tall glass windows have motorized shades to keep prying eyes from getting even a glimpse of bikes that might not be released to the public for years, if ever.

Designing a motorcycle involves art, science and emotional appeal.

"Designers are always trying to push it a little bit, although we walk a tightrope, because the tradition of Harley-Davidson is our brand. The riders are very familiar with that look, and it's very important to them," Davidson said.

The company has sped up the design process, partly for business reasons.

"We are well on our way to eliminating more than 30% of our historic time to market," said Matt Levatich, Harley-Davidson Motor Co. president and chief operating officer.

"Getting to market that much sooner allows us to lead emerging trends. It also means we can turn our attention to the next new product sooner. Since product development is largely engineering hours, if we change nothing else, a 30% reduction in time is essentially a 30% increase in capacity for more cool motorcycles," Levatich said.

Today, Harley's styling department is led by 19-year company veteran Ray Drea, who has collaborated with Willie G. in developing many motorcycles.

The work requires a "sixth sense," Davidson said, and while it's a team effort it's not done by committee.

"I think you have to know when to say 'no' as well as when to say 'yes,' " Davidson said.

"We do a fair amount of research, and I am an avid rider. I am steeped in the sport and the culture, so the sixth sense is something I think has value."

Easing into retirement, Davidson will keep an office at the Harley-Davidson Museum, where he has an active interest as a collector and historian. He also will do some special design work.

Is there one more bike he would like to put on the drawing board?

"Always. I am a designer," Davidson said.