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

Our Vision: 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.

The Rewire


The Rewire is a critical overhaul of our business, setting a strong foundation for the company including a new operating model that realigns the organization for performance, reduces costs and sharpens focus on profitable products and markets.

Through the first nine months of 2020, progress has been made across each of the key elements of The Rewire Playbook:


Key Elements of The Rewire


New operating model: reduced complexity and increased speed

  • Eliminated duplication and complexity across global operations 
  • Refreshed leadership structure; added new capabilities and fresh perspectives


Protecting value - Q3

  • Reduced gap between new and used H-D motorcycle prices
  • Q3 global dealer inventory down 30% 
  • Focusing on products and initiatives that add value – nearly eliminated promotions and discounting


Reset global business and focus on high-priority markets

  • Focus on ~50 highest priority markets
  • Investment and resources aligned with projected market potential


Refined motorcycle line-up and high-impact product launches

  • Streamlined product portfolio by 30%+
  • Delivering first Adventuring Touring motorcycle, Pan America, in 2021


Expanded focus beyond motorcycles 

  • Established new business units with dedicated leadership for P&A and GM
  • P&A – Tightly align strategy with new motorcycle launches, target 15% SKU reduction
  • GM - Strengthen link to our brand heritage, reestablish design and quality principles, focus on most profitable SKUs


The Hardwire


The Hardwire is Harley-Davidson’s forthcoming 2021-2025 strategic plan to deliver profitable growth and shareholder value based on expanding the desirability of Harley-Davidson. Guided by our vision and mission, the basis of The Hardwire is Harley-Davidson as the most desirable motorcycle brand in the world and the company that defines motorcycle culture globally.

Desirability provides the framework for our work and success measures. It will be organized around desirable:

  • Growth strategy for motorcycles, P&A and GM in priority markets
  • Customer focus inclusive of distinct products, brand and purchase experiences
  • Operations that are high-performance, lean and efficient
  • Impact with emphasis on inclusive stakeholder management and delivering long-term value
  • Workplace that is diverse, inclusive and built around top talent rooted in a high-performance, winning culture


Desirability defines success. The Hardwire will target growth that is focused and profitable across the businesses, rooted in a clear understanding of sources of growth associated with value.

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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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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