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Harley-Davidson Privacy Notice

Harley-Davidson Europe Ltd & Harley-Davidson, Inc. as of April, 2018 

Welcome to Harley-Davidson

At Harley-Davidson, your trust and loyalty are our most valued assets. The protection and proper use of the personal information you entrust to us is a responsibility we take seriously. Our primary goal in collecting your personal information is to help personalize your interactions and experiences with us. This notice explains what personal information we may collect from you, when we may collect it, how we may use and disclose it, and the choices you have regarding our use of it. By using this website and by submitting your personal information, you agree to the terms of this Privacy Notice.


Harley-Davidson Commitment to your Privacy

Who is Harley-Davidson?

For purposes of this Notice, Harley-Davidson is Harley-Davidson, Inc. and its subsidiary and affiliate entities around the world (other than Harley-Davidson Financial Services, Inc. and its subsidiary entities). Harley-Davidson includes Harley-Davidson Motor Company and Harley-Davidson Dealer Systems. A list of relevant Harley-Davidson entities can be found in the “How do I contact Harley-Davidson” section below.

Harley-Davidson Financial Services has its own privacy practices and privacy notice, including its own opt-in and opt-out process. This notice does not apply to them. Please visit: HDFS Privacy Notice to learn more about its privacy practices.

Harley-Davidson dealers operate independently from Harley-Davidson. This notice also does not apply to them. Please contact the dealer or visit the dealer website to learn more about its privacy practices.

For identification of the Harley-Davidson entity responsible for the personal data collected through this website, see details in the section How do I contact Harley-Davidson?

What kind of information does Harley-Davidson collect and when?  

We may collect personal information from you when you visit one of our websites, save your information with us online, contact us with a question or concern, want to organize a test ride or organize a rental, process your information for warranty purposes or participate in a contest, promotion, or survey. If we do not collect this personal information, we may not be able to provide you with the products and service you have requested. We collect information from our dealers and suppliers for standard vendor management, due diligence and compliance with applicable laws and regulations. For purposes of this Privacy Notice, personal information may include, but is not limited to, your name, email address, postal address, phone number, credit card number, gender, birthday, or personal interests. Some of this information you provide us voluntarily by filling out fields that are marked as non mandatory. We maintain a record of your product interests you make online. Information collected may be combined with information we acquire from our joint marketing partners or other unrelated third parties where permitted by local law.

How does Harley-Davidson use my information?

We may use your personal information in the following ways and based on the following legal grounds for processing:

  • To render a service that you requested such as facilitating rentals or test rides, answering your queries relating to our products, dealers or events, enrolling you for rallies, tours or Harley Owner Group events or managing your HOG membership. 
  • To fulfill our legal obligations under applicable laws and regulations when we liaise with you regarding warranty or recall information, investigate, prevent, or respond to suspected illegal activities or fraud, engage in prospective dealer due diligence or engage in vendor management and vendor due diligence checks.
  • For legitimate business purposes such as:
    • To personalize and enhance your experiences when you interact with Harley-Davidson
    • To administer contests and promotions, and to respond to your corresponding requests
    • To enable us to provide you with the highest quality experiences, products, services and motorcycles
    • To help us learn more about your motorcycle and retail preferences 
    • To update you on membership programs, benefits and services, and to enhance your membership experience 
    • To establish or exercise our legal rights or defend against any legal claims, or when necessary, to protect the safety, rights, or property of you, us, or a third party
  • With your consent: 
    • To communicate with you and send you information by email, telephone (including autodialed or pre-recorded call), text message, or other means about our products, services, contests, and promotions, until you direct us to no longer contact you with promotional communications.
    • You control the choice of receiving marketing information or marketing calls. For instructions on making your choice, please see the section entitled, "How do I Opt-In or Opt-Out of Promotional Communications?
    • For other purposes provided we obtain your specific in time consent. 

You can at all times withdraw your consent by sending us an email. Contact details can be found in the section “How do I contact Harley-Davidson”. 

How does Harley-Davidson use cookies or tracking?

Harley-Davidson and third-party companies we work with use tracking technologies (including cookies and pixel tags) on our websites in order to provide tailored advertisements on our behalf and on behalf of other advertisers across the Internet. Harley-Davidson and these companies may collect information about your activity on our sites and other sites, as well as information about your interaction with our advertising and other communications, and use this information to determine which ads you see on websites and applications.

For more information on our use of cookies, click [here].

Does Harley-Davidson share my personal information? 

We may share your personal information within Harley-Davidson throughout the world - including with Harley-Davidson Inc., H-D U.S.A. LLC, Harley-Davidson Motor Company Group LLC, Harley-Davidson Motor Company Inc., Harley-Davidson Motor Company Operations Inc., and Harley-Davidson Dealer Systems Inc., all of which are based in the USA - to assist us in providing personalized experiences offering products or services that may be of interest to you, and to process online orders and other requests. We also collect information from and share information with our independent dealers and Harley-Davidson Financial Services. We may also share personal information with non-affiliated companies that provide services on our behalf. We take steps to ensure that these companies are contractually obligated to keep the personal information that we provide to them confidential and to use such information only as we permit.

We may also share personal information with non-affiliated companies that market Harley-Davidson branded products and services, or in connection with your financial obligations concerning a Harley-Davidson product or service. These companies have their own privacy practices and notices.

If we sell all or part of our business or assets, or are otherwise involved in a merger or business transfer, or in the unlikely event of bankruptcy, we may transfer your personal information to one or more third parties as part of that transaction.

There may be instances where the law requires we disclose your personal information to respond to subpoenas, court orders, or other legal process, to respond to a request for cooperation from a law enforcement or another government agency, to establish or exercise our legal rights or defend against any legal claims, or when we believe it is necessary to investigate, prevent, or respond to suspected breaches of our website terms and conditions, illegal activities, fraud, or to protect the safety, rights, or property of you, us, or a third party.

The entities above may be established in countries other than your own which do not offer the same level of privacy protection. Harley-Davidson implements contractual guarantees to help protect your personal information in accordance with applicable laws.

How do I exercise my rights under applicable data protection laws?

You can review and change certain personal information or withdraw your consent, using one of our online sites (such as on To access your information at a Harley-Davidson website, simply sign in to your account using your email address and password, and you will be able to edit certain personal information in your account profile.

You can also ask us for access to your personal information, to have it corrected or updated or, to the extent allowed by applicable law, deleted or made portable. Under certain circumstances you may oppose our use of your personal information. You can exercise those rights by contacting us as described in the section entitled "How do I contact Harley-Davidson?"

If you are not satisfied with the way that we are handling your request, you have the right to file a complaint with your local data protection authority.

How do I make choices about receiving promotional communications?

Harley-Davidson wants to communicate with you only if you want to hear from us. At the time when we collect your personal information you will generally be offered a choice, in compliance with local law, of whether you wish to receive promotional communications. If you prefer not to receive promotional information - such as information about special offers and marketing events - you can follow the process below:

How do I opt-in or opt-out of promotional communications?

If you change your mind about your current communication preferences with Harley-Davidson you can use the unsubscribe feature in a marketing email or log into your online profile account to change your preferences. You can also contact our customer service team via phone or mail as described in the section entitled "How do I contact Harley-Davidson, Inc?"

Motorcycle owners may not opt-out of receiving warranty and recall information. Please note that when you make a business transaction with us (for example, renew HOG or Museum membership or purchase a product online) we will continue to confirm your order status and shipment by email. We may also need to contact you via telephone, email or postal mail with questions or information regarding your order.

Opt outs are entity specific. Opting out with respect to one entity is not automatically effective with respect to the others. For example, opting out for Harley-Davidson Motor Company does not opt you out for Harley-Davidson Financial Services.

If you ask to no longer receive promotional communications from us, we will mark your information as "do not market" and take steps to honor your request.

Does this affect my communications with Harley-Davidson Dealers?

Harley-Davidson dealers are independent entities. This notice does not apply to them.  To change your preference with a Harley-Davidson dealer, please contact the dealer directly.

How does Harley-Davidson protect children's privacy?

Harley-Davidson is concerned about the privacy and safety of children when they use the Internet. We will never knowingly request personally identifiable information online from anyone under the legally permissible age in your jurisdiction without prior verifiable parental consent. Our websites are general audience sites and are not targeted to or intended for use by children.

How do I know my personal information is secure?

Protecting your data is of utmost importance to us. Harley-Davidson maintains physical, electronic, contractual, procedural and managerial safeguards to protect the confidentiality, integrity, security, and privacy of your personal information.

We use Secure Sockets Layer (SSL) technology to protect your information as it is transmitted to us. We also employ user authentication procedures and other preventative technologies designed to keep your data secure and protected. Access to personal information is limited to authorized Harley-Davidson personnel who require access to perform their job functions, and to authorized third parties that are contractually required to keep your information confidential and secure. Please note, however, that no data transmission or storage can be guaranteed to be 100% secure. As a result, while we strive to protect the information we maintain, we cannot ensure or warrant the security of any information that you transmit to us.

What about links to other websites?

For your convenience, our websites may contain links to other companies' sites such as authorized Harley-Davidson dealers, which may have privacy notices that differ from our own. We are not responsible for the content or practices of any linked sites. We recommend that you review the privacy notice of any site that you access through our sites.

How am I updated about changes to the Harley-Davidson Privacy Notice?

As Harley-Davidson business or outside business conditions change, we may update our Privacy Notice to reflect changes in our practices. We will post a revised Privacy Notice on our website as needed due to changes in our practices or as otherwise legally required.

Who do I contact with quetsions on the Privacy Notice?

For questions or concerns specific to our Privacy Notice and its application, send your question or concern using the contact information listed in the "How do I contact Harley-Davidson" section below and we will respond to you within a reasonable time.

Additional Information

We will never knowingly request personally identifiable information online from anyone under the age of 16 without prior verifiable parental consent. Our websites are general audience sites and are not targeted to or intended for use by children.

How do I contact Harley-Davidson?

To change selections about receiving promotional communications, or to exercise your rights under applicable data protection law, you can contact Harley-Davison by email. It may take up to 10 days to process your email request, during which period you may continue to receive communications from Harley-Davidson.



[email protected]



Harley-Davidson Europe Ltd., Attn: Data Privacy
6000 Garsington Road, Oxford, Oxfordshire, United Kingdom, OX4 2DQ.

(this entity is the data controller for personal information collected throughout the European Union and Switzerland with the exception of human resources data.)