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“More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.”
corporate juneau avenue bridge
men riding touring motorcycles in mountains

Our Company

Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Building our legend and leading our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Since 1903, Harley-Davidson has defined motorcycle culture with an expanding range of leading-edge, distinctive and customizable motorcycles in addition to riding experiences and exceptional motorcycle accessories, riding gear and apparel. Harley-Davidson Financial Services provides financing, insurance and other programs to help get Harley-Davidson riders on the road. 

harley-davidson museum fuel tank wall
harley-davidson founders in front of shop

Our Roots

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.

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.

“Building our legend and leading our industry through innovation, evolution and emotion.”
touring motorcycles riding near lake
man wearing harley-davidson helmet

Our Strategy

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.

closeup motorcycle rear light
2020 livewire motorcycle riding fast around corner

What We Do

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

riding touring motorcycle with passenger at night

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:

  • Wholesale and retail financing
  • Insurance
  • Extended service
  • Protection plans
  • Credit card programs
woman sitting on motorcycle at dealership

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 across the globe. Harley-Davidson dealership employees 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.

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rear right side angle livewire motorcycle
man and woman riding livewire motorcycles

Our Customers

We know motorcycling is not for everyone, but we believe Harley-Davidson is for anyone who deeply appreciates the authentic values we deliver. Our focus is on creating an inclusive and expanding rider community that appeals to new and existing riders and we strive to deliver an H-D experience with an unequivocal customer focus. 

Our Leadership

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

Meet the team