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More Roads to
Harley-Davidson

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In 2018, we revealed “More Roads to Harley-Davidson” – a plan designed to accelerate our progress toward building riders globally and advance our efforts through 2022 to achieve our long-term objectives. Our More Roads plan leverages and integrates new products, broader access, stronger dealers and amplifying our brand as the catalysts to ignite and sustain the momentum of our plan. 

NEW PRODUCTS

Keeping riders inspired by extending our leadership in the market segments we've shaped and defined while unlocking new market opportunities.

We are planning our most comprehensive lineup of motorcycles.

Highlights include:

  • Advancing our market leadership in Touring and Cruiser segments by continuing to develop improved, more technologically-advanced Touring and Cruiser motorcycles that will keep existing Harley-Davidson riders engaged and riding longer.
  • Launching multiple middleweight (750-1250cc) Harley-Davidson Adventure Touring, Streetfighter and High-Performance Custom models through 2022. 
  • Developing more accessible, small-displacement (250cc to 500cc) motorcycles for Asia markets through a strategic alliance with a manufacturer in Asia.  These new products are intended to fuel Harley-Davidson’s customer access and growth in some of the largest, fastest growing markets in the world.
  • Leading in the electrification of motorcycles by launching Harley-Davidson’s first electric motorcycle, LiveWire™, in 2019 -- the first in a broad, no-clutch “twist and go” portfolio of electric two-wheelers designed to establish the company as the leader in the electrification of motorcycles. LiveWire will be followed by additional models through 2022 to broaden the portfolio with lighter, smaller and even more accessible product options to inspire new riders with new ways to ride.

 

See Future Vehicles

BROADER ACCESS

Creating new pathways to Harley-Davidson, expanding access and appeal to more people around the world. 

We plan to advance our market delivery approach and exceed today’s customer needs by:

  • Creating high-engagement customer experiences across all retail channels – including improving and expanding the company’s global digital capabilities by evolving the Harley-Davidson.com experience to integrate with and enhance the dealership retail experience for existing and new customers.
  • Establishing strategic alliances with global leading e-commerce providers to extend access to Harley-Davidson to a pool of millions of potential new customers.
  • Flexible distribution points -- including smaller, urban storefronts globally to make our brand and products accessible to more people, drive sales of the expanded Harley-Davidson product portfolio and expand international apparel distribution.

STRONGER DEALERS

Working side-by-side with our global dealers to build strong capabilities that lead to improved channel performance, greater profitability and a H-D experience that exceeds riders' expectations. 

Our world-class dealer network is an integral part of the company’s strategy and accelerated plan for growth and critical to overall success. We will implement a performance framework to significantly enhance the strength of the dealer network and the customer experience, enabling the best-performing and most entrepreneurial dealers to drive innovation and success for themselves and Harley-Davidson -- while providing the premium customer experience the brand is known for across an increasingly diverse product and customer base.

AMPLIFY BRAND

We’re enhancing the Harley-Davidson experience to inspire interest in riding, foster moto-culture and build an even bigger, more passionate community of Harley-Davidson riders.

We’re making riding matter more to more people by bringing the brand to life and invigorating the Harley-Davidson experience, starting with a fresh and dynamic look everywhere we show up and a rallying message that speaks to the power and emotion of our brand.

Our core strengths will help us build riders and tightly connect them to a shared experience. With an intensified rider-centric mindset, we’re continuing to fuel all aspects of the riding experience and adding new solutions to fully develop, engage and retain riders.