Harley-Davidson
In 1903, out of a small shed in Milwaukee, Wisconsin, four young men lit a cultural wildfire that would grow and spread across geographies and generations. Their innovation and imagination for what was possible on two wheels sparked a transportation revolution and lifestyle that would make Harley-Davidson the most desirable motorcycle brand in the world. Today, we continue to define motorcycle culture and lifestyle, evoking soul-stirring emotion reflected in every product and experience we deliver - like we have for well over a century and will for generations to come.
We are redefining our culture to reignite the company’s soul and spirit. We are calling our cultural journey “H-D#1” represented by our recognizable #1 logo, introduced in 1969 to celebrate a National Racing Championship. The #1 logo is uniquely ours - an iconic symbol of winning and the hard work it takes to get there. Our employees and dealers are rallying around ten H-D#1 leadership principles to become a winning, high-performing company.
The H-D#1 Leadership Principles
Communication - Communicate with purpose, structure, facts and inspiration
Agility - Accelerate, innovate and thrive in a rapidly changing environment
Impact - Focus on impact, not process, and be outcome driven
Simplicity - Pursue the simplest path to achieve each outcome
Speed - Don’t let perfection get in the way of process and pace
Culture - Be fair, honest, positive and creative. Strive to win and have fun.
Courage -Take risks and go against the norm
Judgment -Think strategically and make informed decisions
Focus - Focus on a short list of meaningful opportunities that build desirability
Lean - Maximize impact with limited resources
“By unlocking our full potential, prioritizing profit through leadership and fueling our lifestyle brand with an enhanced product offering and leading digital capabilities, The Hardwire will drive the desirability of Harley-Davidson for all.”
Desirability is a motivating force driven by emotion. Harley-Davidson has long been associated with igniting desirability - it’s in our DNA and it is embedded in our vision; it is at the heart of our mission and it is part of our 118-year legacy.
To enhance our position as the most desirable motorcycle brand in the world, we will:
Harley-Davidson will invest significant time and resources on strengthening and growing its leadership positions in its strongest, most profitable motorcycle segments: Touring, large Cruiser and Trike. These segments are the most profitable and demonstrate steady aggregate demand* of new and used sales. We will deliver products in these attractive segments that live up to our vision for market-leading innovation, evolution and emotion and inspire repurchase while compelling new customers to join Harley-Davidson.
*Total demand based on Used and New vehicles data in the U.S. Used volumes based on IHS Markit Used Registrations data for U.S. motorcycles from 2015-2019 for On Highway and Dual motorcycles of 1201cc+ for models classified by Harley-Davidson as Touring and Large Cruiser. New motorcycle information reflects sales data from MIC.
The company plans to selectively expand into and within motorcycle segments, focusing on segments that are profitable and aligned with our product and brand capabilities, such as Adventure Touring and middleweight Cruiser.
We have redefined our geographic footprint with a focus on global markets that matter most to our future growth. Priority markets include US, DACH (Germany, Austria, Switzerland), Japan, China, Canada, France, UK, Italy, Australia, and New Zealand.
We will also continue to test further avenues for desirable long-term growth through premium low displacement partnerships.
Electric motorcycles are important to Harley-Davidson’s future and we are committed to and passionate about leading the electric motorcycle market.
We are proud to be the pioneers in this space through LiveWire®, widely regarded as the leading electric motorcycle in the world. As part of our commitment to lead in electric, we are creating a separate division solely dedicated to delivering the most desirable electric motorcycles in the world.
At Harley-Davidson, we strive to deliver long-term value to all stakeholders - people (employees, dealers, customers, suppliers, investors, society), planet, and profit. Inclusive Stakeholder Management is the unifying theme for how we think about our role in society, giving us purpose beyond financial performance.
Our inclusive stakeholder management efforts include:
• Creating a high-performing, engaged, and diverse workforce
• Creating an inclusive community with a strong dealer network and a supply base focused on ethical, sustainable and equity-based purchasing and sourcing practices
• Driving towards a net zero environmental impact
• Closely aligning the rewards of our employees with our shareholders
For more information about Harley-Davidson, Inc., visit our investor relations website.
Investor Relations
