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 a motorcycle culture that would make Harley-Davidson one of the most recognized and revered brands in the world.

all for freedom

Since the beginning, we’ve proudly and authentically stood up for the things we believe in most: the rebel spirit in all of us, unity, individuality and personal freedom. These beliefs and a desire to find freedom on two wheels forge a bond that brings Harley-Davidson riders, employees, dealers, and suppliers together.


Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Our vision: Building our legend and leading our industry through innovation, evolution and emotion. 



The Rewire

The Rewire is our current playbook that is redefining our mission, reducing complexity, sharpening our focus and increasing the speed of decision making. It will serve as a strong foundation for our new 5-year strategic plan.

Key elements of The Rewire and progress made include:

New operating model; reduced complexity and increased speed

  • Eliminate duplication, inefficiencies and complexity across ALL areas and functions
  • Aligned operating model, cost structure to current realities of business

Refined motorcycle line-up and high-impact product launches

  • Streamlined motorcycle models by ~30%
  • Balanced investment in current stronghold categories with expansion into new, high potential segments

Growth through Parts & Accessories and General Merchandise

  • Aligning Parts & Accessories and General Merchandise to motorcycle strategy
  • Reduced SKUs

Reset global business and focus on high-priority markets

  • Concentrating on ~50 markets primarily in North America, Europe and parts of Asia Pacific
  • Resources shifted into markets for agility, maximum impact

Protecting value

  • New approach to supply and inventory management aimed at driving increased value and desirability of Harley-Davidson
  • Focusing on products and initiatives that add value – fewer promotions and discounting activities

The Rewire is redefining our mission, reducing complexity, sharpening our focus and increasing speed and will serve as a strong foundation for our new 5-year strategic plan.

The Hardwire – Harley-Davidson’s 2021-2025 Strategic Plan

  • New 5-year strategic plan will build on the foundation of The Rewire
  • Focus: Harley-Davidson as the most desirable motorcycle brand in the world
  • Expect to share in Q4

Since the beginning, Harley-Davidson motorcycles have ignited desirability, a motivating force driven by emotion. Desirability will form the foundation of our strategy and every aspect of the Harley-Davidson experience.



Harley-Davidson manufactures and sells an expanding range of distinctive and customizable motorcycles that feature leading-edge styling, innovative design, distinctive sound, and superior quality with the ability to personalize. We also bring the brand to life through:

  • Riding experiences, training and events
  • Motorcycle parts and accessories
  • Riding apparel and gear



Harley-Davidson Financial Services offers a complete line of financing options and insurance products and services to help get and keep customers on the road. HDFS offers to dealers and customers:


How We Go To Market

How We Go To Market

Our products are distributed through a global network of independent dealers, most of which exclusively carry Harley-Davidson® products and provide world class customer service and experiences. 

We have more than 1,400 independently owned Harley-Davidson® dealerships in nearly 100 countries. These are the people who show up every day to deliver unrivaled experiences for our amazing customers. Our dealers are ambassadors of the brand and create experiences and bonds that can last a lifetime. 

Tell us about your dealer experience


We are focused on building committed riders globally as well as expanding our reach to new customers in the U.S. and in our international markets. To build on that momentum, we have intensified our customer-led approach to include a deeper understanding of consumer life stages and cultural shifts. These insights are driving a richer, more targeted marketing and product development approach that will help us continue to diversify our customer base and reach the next generation of riders globally. 

H-D logo

Our Leadership

Meet the senior leadership and Board of Directors leading Harley-Davidson, Inc.

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