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. 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 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
Refined motorcycle line-up and high-impact product launches
Growth through Parts & Accessories and General Merchandise
Reset global business and focus on high-priority markets
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
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:
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:
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.
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.