Privacy Notice - Harley-Davidson
as of July 2019


Our primary goal in collecting your personal information is to enable us to provide our products and services to you and help personalize your interactions and experiences with us. This notice explains what personal information we may collect from you, when we may collect it, how we may use and disclose it, and your rights regarding our use of it. By using our websites, our mobile app and any products or services purchased or subscribed to via our websites and mobile app (including the H-D Connect Services) and by submitting your personal information, you agree to the terms of this Privacy Notice.




For the purposes of this Notice, Harley-­Davidson is Harley-­Davidson, Inc. and its subsidiary and affiliate entities around the world, including the local Harley-Davidson company in your country (excluding Harley-­Davidson Financial Services, Inc. and its subsidiary entities). Harley-­Davidson includes Harley­-Davidson Motor Company and Harley-­Davidson Dealer Systems.

Harley-Davidson Financial Services and Harley-Davidson HOG Chapters have their own privacy practices and privacy notices, including their own opt-­in and opt-­out processes. Except to the extent specified in this Privacy Notice, this Privacy Notice does not apply to them. Please visit: to learn more about Harley-Davidson Financial Services' privacy practices.

Harley-­Davidson dealers operate independently from Harley-Davidson. This Privacy Notice also does not apply to them. Please contact the dealer or visit the dealer website to learn more about its privacy practices.



We may collect personal information from you when you visit one of our websites or stores, use our mobile app, place an order with us online or by phone, make an in-store purchase, save your information with us online, contact us with a question or concern, or participate in a contest, promotion, or survey. In addition, we may collect personal information from you when you subscribe to one of our services. Please see the H-D™ Connect Services section below for more details of the information that we will collect and use in the course of providing the H-D™ Connect Services.

If we do not collect this personal information, we may not be able to provide you with the products and services you have requested. For the purposes of this Privacy Notice, personal information may include, but is not limited to, your name, email address, postal address, phone number, mobile phone ID, location data, gender, birthday, or personal interests.

We maintain a record of your product and service interests and the purchases you make and services you subscribe to online, by phone, or in our stores. Information collected may be combined with information we acquire from our joint marketing partners or other unrelated third parties as permitted by local law.


Privacy legislation requires Harley-Davidson to obtain the consent of an individual to the collection, use or disclosure of personal information in many circumstances.

By providing your personal information to Harley-Davidson, you agree that Harley-Davidson may collect, use and disclose your personal information in accordance with this Privacy Notice and as otherwise permitted or required by law, and that Harley-Davidson may access, process and store your personal information in your country of residence or another country.

When Harley-Davidson receives personal information from you for the purposes of providing you with Harley-Davidson’s services, products or for other uses identified in this Privacy Notice by Harley-Davidson, you are providing Harley-Davidson with consent as follows:

·       To allow Harley-Davidson to use your personal information for all the purposes listed in this Privacy Notice;

·       To allow Harley-Davidson to provide your personal information to third parties as detailed in this Privacy Notice;

  •  To allow Harley-Davidson to use and store your personal information for the purpose of providing you with the products and services you purchase or otherwise obtain from Harley-Davidson and to utilize this website and our mobile app; and
  • To allow Harley-Davidson to transfer your personal information outside of your country of residence (whereby your personal information will be treated in accordance with applicable foreign laws) for the purpose of storage and use of your personal information by Harley-Davidson.

If you need to provide Harley-Davidson with personal information about other individuals or if you allow other individuals to use your vehicle which is the subject of a current H-DTM Connect subscription, prior to your disclosure to Harley-Davidson, you should give a copy of or a link to this notice to each individual to whom that information relates and obtain the consent of such individual(s) for the collection, use and disclosure by Harley-Davidson for the specific purpose(s) that the disclosure is made by you.

Providing Harley-Davidson with your personal information is always your choice. When you request products and/or services from Harley-Davidson, utilize Harley-Davidson’s services, or register with any of Harley-Davidson’s websites, Harley-Davidson asks that you provide information that enables Harley-Davidson to respond to your request and/or provide you with Harley-Davidson’s products or services. In doing so, you understand that Harley-Davidson may collect and use your personal information and disclose your personal information to appropriate third parties, as detailed in this Privacy Notice.

Electronic Communications: Where applicable, we will seek your express consent to contact you, including by way of commercial electronic messages. You can unsubscribe at any time from receiving commercial electronic messages by following the instructions in such messages. Even if you have opted out of receiving promotional communications from us, please be aware that we may still contact you for other purposes. For example, we may contact you to provide communications you have consented to receive, regarding the products or services we provide to you, or if you contact us with an inquiry.


We may use your personal information in the following ways:

  • To personalize and enhance your experiences when you interact with Harley-Davidson
  • To enable Harley-Davidson to provide you with the highest quality experiences, products, services and motorcycles
  • To process and fulfill your orders, which includes sending you emails to confirm your order status and shipment
  • To communicate with you and send you information by email, postal mail, telephone (including autodialed or pre-recorded call), text message, or other means about our products, services, contests, and promotions, unless you have directed us not to contact you with promotional communications
  • To administer contests and promotions, and to respond to your requests
  • To help us learn more about your motorcycle and retail preferences
  • To help us manage and improve our websites, events, experiences, products and services
  • To update you on membership programs, benefits and services, and to enhance your membership experience
  • To authenticate you
  • To perform market and demographic research
  • To establish or exercise our legal rights or defend against any legal claims, or when necessary, to investigate, prevent, or respond to suspected illegal activities or fraud, or to protect the safety, rights, or property of you, us, or a third party
  • To enhance your ownership experience
  • To contact you if necessary, including by autodialed or pre-recorded call


The H-D™ Connect Services may not be available in your country of residence, in which case this section will not apply to you.

If you subscribe to the H-D™ Connect Services, and authorize us to collect data from  your Harley-Davidson vehicle, we will collect and process certain personal information about you and your vehicle for the purposes of providing the H-D™ Connect Services, as follows (together, the "H-D Connect Data").

Subscriber information

Information about you, including your name, Customer Profile ID, occupation, gender, date of birth, contact information (email, postal address, phone number and mobile phone number), driving licence details, HOG ID (if any) and Museum ID (if any).

Payments data

Payments data including credit card/payment details, issuing bank, expiry date and security code and billing address.

Subscription data,

Information regarding your subscription package including start and end dates.

FoTA updates

Information about software updates that are sent to your vehicle, including whether the update is successful and feedback from you about the update.

Vehicle data

Data concerning your vehicle including the VIN, registration number, model, color, TCU number, and Home / Garage location address.

Vehicle health data

Diagnostic data relating to your vehicle. The data points will differ depending on whether the bike is an Electric Vehicle (EV), or an Internal Combustion Engine (ICE) vehicle, but could include data such as odometer, fuel range, battery status, tire pressure, ride mode, charging status, and maintenance schedule. You can manage and set notification alerts in respect of these data points via the mobile app.

Mobile app data

Location of your device (assuming you have agreed in your device settings to the location of your device), your device type, the operating system of your device, the Internet protocol to provide the capabilities of our mobile app (IP address), the unique identification number, the type of browser, the Internet service provider, information about your use of the app, and mobile telephone number.

Location data

To support the H-D™ Connect Services, we will periodically obtain location data from your vehicle. You should not subscribe to H-D™ Connect if you do not agree to have this location data collected.

Location Data - SVT

If you place your vehicle into Stolen Vehicle mode, our systems will collect the location of your vehicle more frequently. You should not place your vehicle into Stolen Vehicle mode if you do not agree to have this location data collected.

Harley-Davidson may collect and process (and permit our third party service providers to collect and process) the H-D™ Connect Data for the following purposes in accordance with this Privacy Notice and as otherwise permitted or required by law.

·         To provide the H-D™ Connect Services to you, including the Stolen Vehicle Tracking, Vehicle Health Data, Firmware Over the Air software updates and User Preference services as detailed in the H-D™ Connect Services Terms of Use.

·         To authenticate you as a subscriber to the H-D™ Connect Services and manage your H-D™ Connect Services account and subscription, including the payment processing of any subscription fees.

·         To manage your user preferences for the H-D™ Connect Services in terms of the types of notifications you receive and the methods for receiving those notifications.

·         To personalize and enhance your experience of the H-D™ Connect Services and help us learn more about your motorcycle and service preferences (including profiling).

·         To enable Harley-Davidson to provide you with the highest quality experience in respect of the H-D™ Connect Services.

·         To handle any customer enquiries or complaints we receive from you in connection with the H-D™ Connect Services.

·         To communicate with you and send you information by email, postal mail, telephone (including autodialed or pre-recorded call), text message, or other means about H-D™ Connect Services and any related products, services, contests, and promotions, unless you have directed us not to contact you with promotional communications.

·         Improve our products and services, including through business data analytics, review of health, safety and performance of H-D products, product development research in conjunction with warranty claim information, market and demographic research, etc.

·         To establish or exercise our legal rights or defend against any legal claims, or when necessary, to investigate, prevent, or respond to suspected illegal activities or fraud, or to protect the safety, rights, or property of you, us, or a third party.

Harley-Davidson may also share H-D™ Connect Data with carefully selected third parties for the purposes of such third party: (i) sharing with you news, products, services, contests, discounts, events and promotions that may be of interest to you, and/or  (ii) using your information for research and development to improve their products and services.

Harley-Davidson may access, process and store the H-D Connect Data in your country of residence or another country in connection with the H-D™ Connect Services.

Keeping Information Accurate / Access and Correction:

Having accurate information about you enables Harley-Davidson to give you better service. You can help Harley-Davidson keep personal information up-to-date by keeping Harley-Davidson informed of any changes, such as a change of address, telephone number or any other circumstances.

With some exceptions, you have the right to access, verify and amend the information Harley-Davidson has about you after Harley-Davidson has received your written request and authenticated your identity.

In some situations, Harley-Davidson may not be able to provide access to certain personal information as the right to access personal information is not absolute.  If Harley-Davidson does not provide you with the requested information, Harley-Davidson will notify you in writing and explain Harley-Davidson’s reason(s) for not fulfilling your request.

Despite Harley-Davidson’s efforts, errors sometimes do occur. If you identify any personal information that is out-of-date, incorrect or incomplete, let Harley-Davidson know and Harley-Davidson will make the corrections promptly and use every reasonable effort to communicate these changes to other parties who may have inadvertently received incorrect or out-of-date personal information from Harley-Davidson.

Retention and Destruction of Personal Information:

The amount of time Harley-Davidson will retain personal information varies, depending on the services Harley-Davidson has provided and the nature of the personal information that Harley-Davidson holds.  Harley-Davidson retains personal information for such period of time as is necessary for Harley-Davidson to maintain sufficient information, so that Harley-Davidson may respond to any issues that arise at a later date or as is required by law.

Legal requirements, however, may require us to retain some or all of the personal information we hold for a period of time that is longer than that for which we might otherwise hold.

When personal information is no longer required by Harley-Davidson or by law, Harley-Davidson will either convert it into an aggregated non-identifying form or Harley-Davidson will appropriately destroy or erase the personal information in a manner that is in accordance with Harley-Davidson’s current policies and procedures.

You control the choice of receiving marketing information or marketing calls. For instructions on opting out, please see the section entitled, “How do I Opt-In or Opt-Out of Promotional Communications?"



Harley-Davidson and third-party companies we work with use tracking technologies (including cookies and pixel tags) on our websites in order to provide tailored advertisements on your behalf and on behalf of other advertisers across the Internet. Harley-Davidson and these companies may collect information about your activity on our sites and other sites, as well as your interaction with our advertising and other communications, and use this information to determine which ads you see on websites and applications.

For more information on our use of cookies, click [here].

 We do not currently respond to "do not track" signals, we are trying to provide a personalized experience.


We may share your personal information within Harley-Davidson throughout the world ­ (including with, but not exclusive of, Harley-Davidson Inc., HD U.S.A. LLC, Harley-Davidson Motor Company Group LLC, Harley-Davidson Motor Company Inc., Harley-Davidson Motor Company Operations Inc., and Harley-Davidson Dealer Systems Inc., all of which are based in the USA) ­ to assist us in providing any services to you , offering any personalized experiences, offering products or services that may be of interest to you, and to process online orders and other requests.

We may also share information with our independent dealers and Harley-Davidson Financial Services (HDFS). Please note that if you are a subscriber of the H-D™ Connect Services and you have a vehicle loan in place with HDFS, in accordance with your agreement with HDFS, we may share the location data of your vehicle with HDFS in the event that you default on your vehicle loan.

We may also share personal information with our third party service providers to the extent necessary for those providers to provide services to us, including, but not limited to, technology service providers, payment service providers, marketing agencies, professional advisers and other suppliers.

In particular, please note that for the H-D™ Connect Services we may share H-D Connect Data with certain third party providers that we use to provide the H-D™ Connect Services to the extent necessary to provide the H-D™ Connect Services, including our network services provider, technology services and storage provider, identity management provider, billing services provider, subscription services provider and third party providers that support our mobile app. In addition, we may give anonymized data (data that cannot be traced back to you) to third party service providers for statistical purposes and for analysing and improving our services.

We take steps to ensure that these companies are contractually obligated to keep the personal information that we provide to them confidential and to use such information only as we permit.

We may also share personal information with nonaffiliated companies that market Harley-Davidson branded products and services, or in connection with your financial obligations concerning a Harley-Davidson product or service. These companies have their own privacy practices and notices.

If we sell all or part of our business or assets or are otherwise involved in a merger or business transfer, or in the unlikely event of bankruptcy, we may transfer your personal information to one or more third parties as part of that transaction.

There may be instances where the law requires we disclose your personal information to respond to subpoenas, court orders, or other legal process, to respond to a request for cooperation from a law enforcement or another government agency, to establish or exercise our legal rights or defend against any legal claims, or when we believe it is necessary to investigate, prevent, or respond to suspected breaches of our website terms and conditions, illegal activities, fraud, or to protect the safety, rights, or property of you, us, or a third party. Harley-Davidson implements contractual guarantees to help protect your personal information.

The entities mentioned above may be established in countries other than your own, including in the US, Europe and India. By submitting your personal information, you agree to such overseas transfers for the purposes detailed in this Privacy Notice.


You can review and change certain personal information using one of our online sites (such as on harley­ To access your information at a Harley­-Davidson website, simply sign into your account using your email address and password, and you will be able to edit certain personal information in your account profile.

You can also ask us for access to your personal information, to have it corrected or updated or, to the extent allowed by applicable law, oppose our use of your personal information by contacting us as described in the section entitled "How do I contact Harley-­Davidson?".


Harley­-Davidson wants to communicate with you only if you want to hear from us. At the time when we collect your personal information you will generally be offered a choice, in compliance with local law, of whether you wish to receive promotional communications or other electronic communications. If you elect not to receive such communications, we will not process your data for marketing purposes.If at any point in the future you decide you prefer not to receive promotional information ­such as information about special offers and marketing events or­ other electronic communications, you can follow the process below.


If you change your mind about your current communication preferences with Harley­-Davidson you can use the unsubscribe feature in a marketing email or log into your online profile account via our website or mobile app to change your preferences and consents. You can also contact our customer service team via phone or mail as described in the section entitled "How do I contact Harley-­Davidson?".

We are required by law to provide motorcycle owners with warranty and recall information. Please note that when you make a business transaction with us (for example, renew HOG or Museum membership or purchase a product or subscribe to a service online) we will confirm your order or subscription status (and any related shipment) by email. We may also need to contact you via telephone, email (in accordance with applicable laws) or postal mail or notification via the mobile app with questions or information regarding your order or subscription. Opt outs are entity specific. Opting out with respect to one entity is not automatically effective with respect to the others. For example, opting out for Harley-­Davidson Motor Company does not opt you out for Harley-­Davidson Financial Services.

If you ask to no longer receive promotional communications or other electronic communications from us, we will mark your information as "do not market" and take steps to honor your request in accordance with applicable laws.


Harley­-Davidson dealers are independent entities. Dealers may share certain information with us in connection with your purchase of a Harley-Davidson vehicle. However, this notice does not apply to them or your communications with them. To change your privacy preferences with a Harley-­Davidson dealer, please contact the dealer directly


Harley­-Davidson may hold your personal information in paper and/or electronic form. Harley-Davidson maintains physical, electronic, contractual, procedural and managerial safeguards to protect the confidentiality, integrity, security, and privacy of your personal information. We use Secure Sockets Layer (SSL) technology to protect your information as it is transmitted to us. We also employ user authentication procedures and other preventative technologies designed to keep your data secure and protected. Access to personal information stored by Harley-Davidson is limited to authorized Harley­-Davidson personnel who require access to perform their job functions, and to authorized third parties that are contractually required to keep your information confidential and secure. Please note, however, that no data transmission or storage can be guaranteed to be 100% secure. As a result, while we strive to protect the information we maintain, we cannot ensure or warrant the security of any information that you transmit to us.

You are responsible for taking all reasonable steps to protect your Customer Account ID and password. Please store these in a safe location and do not share them with any third party.


For your convenience, our websites and mobile app may contain links to other companies' sites such as authorized Harley-­Davidson dealers, which may have privacy notices that differ from our own. We do not endorse and are not responsible for the content or practices of any linked sites. We recommend that you review the privacy notice of any site that you access through a link from our websites or our mobile app.


As Harley­-Davidson business or outside business conditions change, we may update our Privacy Notice to reflect changes in our practices. We will post a revised Privacy Notice on our website as needed due to changes in our practices or as otherwise legally required.



For questions or concerns specific to our Privacy Notice and its application or complaints about our handling of your information, send your question, concern or complaint using the contact information listed in the "How do I contact Harley-Davidson" section below.

We will review and respond to all complaints within a reasonable time of receiving them. If you are not satisfied with our response, you may have rights to make a complaint to the applicable regulator in your country.



Residents of California may request a list of all third parties to which Harley-Davidson has disclosed certain personal information during the preceding year for the third parties’ direct marketing purposes. A California resident can request this list by contacting us by e-mail as described in the section entitled, "How do I contact Harley-Davidson?". All requests must include the statement “Your California Privacy Rights” in the body and include the name of the Harley-Davidson website for which the request pertains, as well as your name, street address, city, state, and zip code. Please note that we will not accept requests except as designated here, and we are not responsible for notices that are not sent properly.

 This section only applies to individuals resident in California.


To change selections about receiving promotional communications, or to update your personal information, you can contact Harley-Davison by email, telephone, or postal mail. It may take up to 10 days to process your email request and 6-8 weeks to process your postal mail request, during which period you may continue to receive communications from Harley-Davidson. In certain countries, we may be subject to shorter time periods for certain types of request as a matter of law.

If contacting us by postal mail, please include your name and the email address or street address you used when you provided your information to Harley-Davidson.


Customer Care via phone

Regular Mail
Attn: Chief Privacy Officer
3700 W. Juneau Avenue
Milwaukee, WI 53208

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