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.
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.
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:
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.
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.