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.

On our quest to build the next generation of riders globally, we welcome all who share these beliefs and a desire to enjoy the world on a motorcycle.


We’re on a quest to build the next generation of Harley-Davidson riders globally, with efforts focused on deepening rider engagement and commitment whether they’re new to riding or seasoned road warriors. We’re inspiring riders, expanding globally and investing to achieve profitable growth – all while playing our part in sustaining our planet.

Our strategic objectives, set to be achieved by 2027, are clear:

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Expand Total Harley-Davidson Riders to 4 Million in the U.S.

Building committed riders is critical to our future and we’re focused on attracting new riders and keeping all riders riding, inspiring passion and commitment along the rider journey.


Grow International Business to 50% of Annual HDMC Revenue

We have a tremendous opportunity in developed and emerging markets internationally, where the strength of the H-D brand is just as strong as it is within the U.S. We’re growing our reach and expanding access in these markets as we build the next generation of riders globally.

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Launch 100 New High Impact H-D® Motorcycles

Our product plan is the most aggressive in our history, with high impact, iconic motorcycles that will extend our leadership in the market segments we’ve shaped and defined while unlocking new market opportunities. 

Deliver Superior Return on Invested Capital for HDMC

One of our greatest core strengths has been and will continue to be delivering superior financial returns to our shareholders.

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Grow Our Business without Growing Our Environmental Impact

We’re committed to preserving and renewing the freedom to ride and our view of sustainability is inclusive of all we do to ensure a sustainable future for our company, our planet and our communities.




We fulfill dreams of personal freedom – it’s our purpose, and we take it seriously. And while freedom means different things to different people, it’s a bond that brings Harley-Davidson riders, employees, dealers, and suppliers together.


Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Since 1903, Harley-Davidson has fulfilled dreams of personal freedom by leading the innovation of two-wheeled mobility. The company offers an expanding range of leading-edge, distinctive motorcycles and brings the brand to life through Harley-Davidson riding experiences and exceptional motorcycle parts, 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 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. 

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Our Leadership

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

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