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California Privacy Policy Notice
Harley-Davidson Motor Compnay

Privacy Notice as of October 2021

California Consumer Privacy Act (“CCPA”) 

This section only applies to individual residents of California. The California Consumer Privacy Act (“CCPA”) gives California residents certain rights. This section covers our Collection, use, and disclosure of California Consumers’ “Personal Information” (“PI”) as defined by the CCPA.

Capitalized terms defined in the CCPA that are used in this section shall have the same meaning as in the CCPA.

Collection, Use and Disclosure of Personal Information

Generally, we Collect, retain, use, and disclose your PI to provide you the H-D Services and as otherwise related to the operation of our business. In addition, we may Collect, use and disclose your PI as required or permitted by applicable law, or as directed by you, in accordance with this section.


Information We Collect and Disclose

During the 12-month period prior to the effective date of this Privacy Policy, we may have Collected the categories of personal information about you, and disclosed them to the following categories of third parties.

  • Identifiers: such as name, nickname, alias, contact information including email, phone number, and address, User ID, password, IP address, device ID, and account name and number
    • Business Purpose Disclosures: Service Providers, such as cloud vendors, analytics companies, social media networks, and advertising providers
  • Personal Records: such as financial account information
    • Business Purpose Disclosures: Service Providers, such as cloud vendors and financial services companies
  • Personal Characteristics and Traits: such as age and gender
    • Business Purpose Disclosures: Service Providers such as cloud vendors, analytics companies, advertising providers, and social media networks
  • Customer Account Details / Commercial Information: such as purchase or service history
    • Business Purpose Disclosures: Service Providers such as analytics companies, advertising providers, cloud vendors, financial services companies, and social media networks
  • Internet Usage Information: such as browsing history, referring URLs, search history, interactions with advertising links, and H-D mobile application usage
    • Business Purpose Disclosures: Service Providers such as cloud providers, analytics companies, advertising providers, and social media networks
  • Geolocation Data: such as your location we infer based on your IP address
    • Business Purpose Disclosures: Service Providers such as analytics companies, advertising providers, and social media networks
  • Sensory Data: such as voice recordings from call centers
    • Business Purpose Disclosures: Service Providers such as customer service providers
  •  Inferences from PI Collected: such as customer profiles, including customer characteristics and behaviors
    • Business Purpose Disclosures: Service Providers such as analytics companies, advertising providers, and social media networks


In addition to the disclosures described above, we may disclose each category of personal information above with independent Harley-Davidson dealerships, Harley-Davidson Financial Services (HDFS), or our other affiliates at your request or to enable us and our affiliates to provide goods or services to you. Upon request and as required by law, we may provide identifiers, personal records, personal characteristics and traits, customer account details and commercial information, internet usage information, geolocation data, sensory data, and inferences from PI with government entities, including law enforcement.

We Collect the categories of PI above directly from you, your device or browser, Service Providers that assist us in providing the HD Services and running our internal business operations, public databases, social media networks, and data providers. We Collect, use and disclose the PI we Collect for the Business Purposes in the bulleted list below and for the purposes described in this Privacy Policy (collectively, our “Business Purposes”).

  • Providing the HD Services and our products, including maintaining and servicing your account, verifying your information, processing payments, advertising or analytics services, and similar functions and services
  • Detecting security incidents and protecting against malicious, deceptive, or illegal activity
  • Debugging the HD Services to identify and repair errors
  • Internal research and development
  • Quality and safety assurance, and improving, upgrading, and enhancing our products and Services
  • Processing and managing interactions and transactions on the HD Services


We may also disclose your PI for additional Business Purposes, as required or permitted by applicable law, such as to our vendors that perform services for us, to the government or private parties to comply with law or legal process, to the Consumer or other parties at the Consumer’s request, for the additional purposes explained in this Privacy Policy, and to assignees as part of a merger or asset sale.

Your CCPA Rights

Right to Opt-Out of Sale of Personal Information

We do not knowingly Sell your PI. For this reason, we do not treat PI Collected by us as subject to a Do Not Sell request and, therefore, we do not offer a way for you to submit such a request. There is not yet an industry consensus as to whether third-party cookies and tracking devices associated with our websites and mobile apps may constitute a “Sale” of your PI as defined by the CCPA and as such, we do not treat such information as subject to a Do Not Sell request. 

However, third parties may Collect Personal Information through the HD Services for advertising, analytics and other purposes. Please visit Privacy Rights Info to opt-out of what these participating third parties consider a Sale of PI. This is a third-party program and we are not responsible for its effectiveness. You must opt out on every device and browser you use in order to effectuate your “Do Not Sell” requests from these parties. However, opting out does not mean you will stop seeing ads and you may still continue to see interest-based ads. To learn more about interest-based advertising and additional opt-out choices related to it, please visit Your Ad Choices or NAI Consumer Opt-Out.

You can exercise control over browser-based cookies by adjusting the settings on your browser. For additional details about your choices regarding certain kinds of online interest-based advertising, visit our Cookie Policy.

Some browsers may enable you to turn on or off a so-called “Do Not Track” signal. Because there is no industry consensus on what these signals should mean and how they should operate, we do not look for or respond to “Do Not Track” signals. For more information on tracking and targeting and your choices regarding these practices, see our online Privacy Policy

We may disclose your PI for the following purposes, which are not a sale: (i) if you direct us to disclose PI; (ii) to comply with your requests under the CCPA; (iii) disclosures among the entities that constitute Harley-Davidson, or as part of a merger or asset sale; and (iv) as otherwise required or permitted by applicable law.


California Minors

We do not knowingly Sell the PI of Consumers under 16. Any California residents under the age of 18 who have registered to use the HD Services, and who posted content or information on the  HD Services, can request removal by contacting us at [email protected] detailing where the content or information is posted and attesting that you posted it. We will then make reasonably good faith efforts to remove the post from prospective public view or anonymize it, so the minor cannot be individually identified to the extent required by applicable law. This removal process cannot ensure complete or comprehensive removal. For instance, third parties may have republished or archived content by search engines and others that we do not control.


Rights to Know and Delete Personal Information

California Consumers have the right to exercise certain privacy rights under the CCPA. California Consumers may also exercise these rights via an authorized agent who meets the agency requirements of the CCPA. Any request you submit to us is subject to an identification and residency verification process (“Verifiable Consumer Request”). We will not fulfill your CCPA request unless you have provided sufficient information for us to reasonably verify you are the Consumer about whom we Collected PI.

If you are unable to provide us with certain information about yourself and your interactions with Harley-Davidson we will be unable to verify your identity to fulfill a request to know or delete. In some cases, we may verify your identity by confirming that you are the owner of the email address we have on file. For your specific pieces of information, as required by the CCPA, we will apply heightened verification standards, and reserve the right to request further information from you, in addition to the information mentioned above.

Some PI we maintain about Consumers is not sufficiently associated with a Consumer for us to be able to verify that it is a particular Consumer’s PI (e.g., clickstream data tied only to a pseudonymous browser ID). As required by the CCPA, we do not include that Personal Information in response to Verifiable Consumer Requests. If we cannot comply with a request, we will explain the reasons in our response.

We will make commercially reasonable efforts to identify Consumer PI that we Collect, Process, store, disclose, and otherwise use and to respond to your California Consumer rights requests. We will typically not charge a fee to fully respond to your requests, but we may charge a reasonable fee, or refuse to act upon a request, if your request is excessive, repetitive, unfounded, or overly burdensome.

You may use an authorized agent to submit a Consumer rights request. If you use an authorized agent to submit a request, we may require proof that the agent has been authorized by you to do so, and take other steps permissible under the CCPA, to ensure it is a proper request by an authorized agent.


a.    Categories of PI

You have the right to send us a request, no more than twice in a twelve-month period, for any of the following for the period that is twelve months prior to the request date:

  • The categories of PI we have Collected about you;
  • The categories of sources from which we Collected your PI;
  • The business or commercial purposes for our Collecting or Selling your PI;
  • The categories of third parties to whom we have disclosed your PI;
  • A list of the categories of PI disclosed for a Business Purpose in the prior 12 months, or that no disclosure occurred.
  • A list of the categories of PI Sold about you in the prior 12 months, or that no Sale occurred. If we Sold your PI, we would explain the categories of your PI we have Sold and the categories of Third Parties to which we Sold PI, by categories of PI Sold for each Third Party.

b.    Specific Pieces of PI

You have the right to make or obtain a transportable copy, no more than twice in a twelve-month period, of your PI that we have Collected, and are maintaining, in the period that is 12 months prior to the request date. Please note that we retain PI for various time periods, so we may not be able to fully respond to what might be relevant going back 12 months prior to the request.

c.     The Right to Deletion

You may request that we delete your PI that we have Collected directly from you and are maintaining. Exceptions do apply, including, without limitation, where we need to retain your PI for regulatory reasons, to complete a warranty or other contract with you, or for other internal uses of the information that are compatible with the context in which you provided it. Note also that we are not required to delete your PI that we did not Collect directly from you.


Exercising Your Rights

To exercise the right to know or right to delete, you may submit a request by:


Online at: CCPA Data Privacy Request Form

By email: [email protected]

By Phone:  1-800-258-2464


Please include your name, address, email address, and phone number in your request. In order to complete your request, you will be required to respond to any follow up inquires we may make, and we may deny your request if you do not do so. We will not discriminate against any consumer for exercising these rights, as described further below.


Notice of Financial Incentive and Non-Discrimination
We will not discriminate against you in a manner prohibited by the CCPA because you exercise your CCPA rights. However, we may charge a different price or rate, or offer a different level or quality of good or service, to the extent that doing so is reasonably related to the value of the applicable PI. In addition, we may offer you financial incentives for the Collection, Sale, and retention and use of your PI as permitted by the CCPA that can, without limitation, result in reasonably different prices, rates, or quality levels. The material aspects of any financial incentive, if offered, will be explained and described in its program terms, as applicable. Please note that participating in incentive programs is entirely optional. You will have to affirmatively opt-in to the program and you can opt-out of each program (i.e., terminate participation and forgo the ongoing incentives) prospectively by following the instructions in the applicable program description and terms. We may add or change incentive programs and/or their terms by posting notice on the program descriptions and applicable terms so check them regularly.

Notwithstanding anything to the contrary, we may Collect, use, and disclose your PI as required or permitted by applicable law and this may override your CCPA rights. In addition, we need not honor any of your requests to the extent that doing so would infringe upon our or any other person or party’s rights or conflict with applicable law.

California Shine the Light Law

California's “Shine the Light” law permits California residents to request certain information regarding our disclosure of “personal information” (as defined by the “Shine the Light” law) to third parties for their own direct marketing purposes. If you are a California resident, you may request information about our compliance with Shine the Light by email at [email protected] or by sending a letter to:


Harley-Davidson, Inc.
Attn: Chief Privacy Officer 
3700 W. Juneau Avenue 
Milwaukee, WI 53208


Any such request must include “California Shine the Light Privacy Rights Request” in the first line of the description and include your name, street address, city, state, and ZIP code. Please note that we are only required to respond to one request per customer each year, and we are not required to respond to requests made by means other than through this email address or mail address.

As these rights and your CCPA rights are not the same and exist under different laws, you must exercise your rights under each law separately.