Harley-Davidson, born from a small Milwaukee shed in 1903, has evolved into a global icon, transforming motorcycle culture and inspiring a lifestyle rooted in adventure, freedom, and individuality. Through innovation and passion, the brand continues to define motorcycling for generations to come.
Harley-Davidson’s mission extends beyond crafting motorcycles; it’s about embodying the timeless pursuit of adventure and freedom for the soul. Each motorcycle is a symbol of exploration and independence, connecting riders to the open road and a unique lifestyle. Harley-Davidson products reflect quality, passion, and a spirit that inspires every ride. Built to transcend simple transportation, each machine unites engineering with artistry, creating powerful experiences for both riders and admirers. Through this mission, Harley-Davidson continues to honor its heritage while inspiring a worldwide community.
Guided by CEO Jochen Zeitz, Harley-Davidson aspires to remain the world’s most desirable motorcycle and lifestyle brand. Zeitz emphasizes the power of “igniting desirability,” a concept deeply embedded in the brand’s DNA and history. Harley-Davidson combines craftsmanship, innovation, and legacy to build experiences that stir the soul, creating an unbreakable connection with moto-culture. With its renowned “bar and shield” logo, Harley-Davidson connects past, present, and future through an inspiring vision that unites product quality with emotional appeal, reaching riders and enthusiasts who seek more than a machine.
Harley-Davidson’s ambitious strategic plan, The Hardwire (2021-2025), charts the course for long-term growth and brand elevation. This five-year plan focuses on enhancing desirability by delivering excellence in quality, innovation, and customer connection. The Hardwire prioritizes core segments while expanding selectively, driving leadership in moto-culture and new markets. By investing in complementary areas and evolving its lifestyle appeal, Harley-Davidson strengthens its position as a legendary brand. This plan allows the brand to preserve its heritage while boldly moving into the future.
