ALL FOR FREEDOM.
FREEDOM FOR ALL.

Throughout the world, Harley-Davidson unites people deeply, passionately and authentically. From town to town and country to country, H-D’s ideals of freedom and self-expression transcend cultures, gender and age. Being recognized as an iconic brand is gratifying, but igniting the fire within people on the many roads of the world is what we are all about.

all for freedom

Harley-Davidson® motorcycle riders come from diverse backgrounds. What all riders have in common regardless of their age, gender or ethnicity is they are all freedom-loving, adventure-seeking individuals whom aspire to the values Harley-Davidson stands for – independence, authenticity and the passion for being on the open road.

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

OUR STRATEGY

We are building the next generation of riders globally and fostering the incredible feeling of personal freedom you get from behind the handlebars of a Harley-Davidson motorcycle.

Our 2027 objectives are as bold as the brand itself:

Build 2 Million New Riders in the U.S.

Build 2 Million New Riders in the U.S.

It’s building new riders that will keep us cruising for another century and beyond, and our efforts are squarely on inspiring new riders who will one day carry the torch for our sport and our brand.

Grow International Business   

Grow International Business to 50% of Annual Volume

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 brand awareness in these markets as we build the next generation of riders globally.

Launch 100 New High Impact H-D Motorcycles   

Launch 100 New High Impact H-D® Motorcycles

Our product plan is the most aggressive in our history, and we can’t wait to show the world what’s next. High impact, iconic motorcycles that will reinvent the product segments where we  compete.

Deliver Superior Return on Invested Capital for HDMC

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.

Grow Our Business without Growing Our Environmental Impact

Grow Our Business without Growing Our Environmental Impact

We will also be increasingly environmentally and socially responsible, paying close attention to the impact we make on the planet and society.

 

OUR BUSINESS

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 customers, employees, dealers, suppliers and enthusiasts together.

OUR BUSINESS

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.

WHAT WE DO

HDMC logo  

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
  • Casual apparel and accessories 

 

HDFS LOGO

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

OUR CUSTOMERS

We are focused on diversifying our customer base within the U.S. as well as expanding our reach outside the U.S. To build on that momentum, we have evolved 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.

Learn More