Our Company

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 lifestyle that would make Harley-Davidson the most desirable motorcycle and lifestyle brand in the world. Today, we continue to define motorcycle culture and lifestyle, evoking soul-stirring emotion reflected in every product and experience we deliver – like we have for well over a century and will for generations to come.

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 through innovation, evolution and emotion.

OUR AMBITION

Harley-Davidson as the most desirable motorcycle and lifestyle brand in the world, building upon our history and leading motorcycle culture into the future.

OUR STRATEGIC PLAN

Guided by our mission and vision, The Hardwire is our five-year strategic plan (2021-2025). We are pursuing long-term profitable growth through focused efforts that extend and strengthen our brand, and drive value for all stakeholders. The Hardwire is designed to enhance the desirability of Harley-Davidson and fuel our unique lifestyle brand. With this plan, we are unleashing the potential of our most important products, segments and geographies. This includes growth in our complementary businesses and selective expansion into segments where we have a path to leadership.

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 through innovation, evolution and emotion.

OUR AMBITION

Harley-Davidson as the most desirable motorcycle and lifestyle brand in the world, building upon our history and leading motorcycle culture into the future.

OUR STRATEGIC PLAN

Guided by our mission and vision, The Hardwire is our five-year strategic plan (2021-2025). We are pursuing long-term profitable growth through focused efforts that extend and strengthen our brand, and drive value for all stakeholders. The Hardwire is designed to enhance the desirability of Harley-Davidson and fuel our unique lifestyle brand. With this plan, we are unleashing the potential of our most important products, segments and geographies. This includes growth in our complementary businesses and selective expansion into segments where we have a path to leadership.

 Harley-Davidson has a tremendous opportunity to build a unique global lifestyle brand rooted in moto-culture. The iconic “bar and shield” is one of the most recognized logos in the world, and, unlike any of our competitors we have the opportunity to evolve our lifestyle brand to new heights if we rigorously pursue and execute on our strategy in the coming years. 

— Jochen Zeitz, Chairman, President and CEO

DESIRABILITY IS A MOTIVATING FORCE DRIVEN BY EMOTION. HARLEY-DAVIDSON HAS LONG BEEN ASSOCIATED WITH IGNITING DESIRABILITY – IT’S IN OUR DNA AND EMBEDDED IN OUR VISION; IT IS AT THE HEART OF OUR MISSION AND IT IS PART OF OUR LEGACY.

To enhance our position as the most desirable motorcycle and lifestyle brand in the world, we will:

  • Design, engineer and advance the most desirable motorcycles in the world – reflected in quality, innovation, and craftsmanship
  • Build a lifestyle brand, valued for the emotion reflected in every product and experience for riders and non-riders alike
  • Focus on our customers, delivering adventure and freedom for the soul

OUR CULTURE: H-D#1

H-D#1 defines our company’s soul and spirit. Represented by our recognizable #1 logo which was introduced in 1969 to celebrate a National Racing Championship, the #1 logo is uniquely ours – an iconic symbol of winning and the hard work it takes to get there. Our team, made up of employees and dealers, rally around ten H-D#1 leadership principles that are core to our winning, high-performance culture.