The Great Depression began a few months after the introduction of their 740CC model.

Harley-Davidson’s sales fell from 21,000 in 1929 to 3,703 in 1933. Despite this, Harley-Davidson unveiled a new lineup for 1934, which included a flathead engine and Art Deco styling.

In order to survive the remainder of the Depression, the company manufactured industrial powerplants based on their motorcycle engines.

They also designed and built a three-wheeled delivery vehicle called the Servi-Car, which remained in production until 1973.