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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 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.

Touring bike on a highway
Our Mission
More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.
Person looking at a wall of motorcycle tanks at the Harley-Davidson Museum
Our Vision
Building our legend and leading our industry through innovation, evolution and emotion. 

Our Culture: H-D#1 

We are redefining our culture to reignite the company’s soul and spirit. We are calling our cultural journey “H-D#1” represented by our recognizable #1 logo, 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 employees and dealers are rallying around ten H-D#1 leadership principles to become a winning, high-performing company. 

The H-D#1 Leadership Principles


Communication - Communicate with purpose, structure, facts and inspiration

Agility - Accelerate, innovate and thrive in a rapidly changing environment

Impact - Focus on impact, not process, and be outcome driven

Simplicity - Pursue the simplest path to achieve each outcome

Speed - Don’t let perfection get in the way of process and pace

Culture - Be fair, honest, positive and creative. Strive to win and have fun.

Courage -Take risks and go against the norm

Judgment -Think strategically and make informed decisions

Focus - Focus on a short list of meaningful opportunities that build desirability

Lean - Maximize impact with limited resources

Two Pan America motorcycles in the desert
Our Strategic plan
The Hardwire is Harley-Davidson’s 2021-2025 strategic plan guided by our mission and vision. Our plan is targeting 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. Our efforts will unlock the potential of the 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.
“By unlocking our full potential, prioritizing profit through leadership and fueling our lifestyle brand with an enhanced product offering and leading digital capabilities, The Hardwire will drive the desirability of Harley-Davidson for all.” 
Jochen Zeitz
Chairman, President and CEO, Harley-Davidson
Our Ambition: Enhance our position as the most desirable motorcycle brand in the world

Desirability is a motivating force driven by emotion. Harley-Davidson has long been associated with igniting desirability - it’s in our DNA and it is embedded in our vision; it is at the heart of our mission and it is part of our 118-year legacy.

To enhance our position as the most desirable motorcycle 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


The Hardwire Strategic Priorities

Profit focus


Investing in our strongest motorcycle segments

Harley-Davidson will invest significant time and resources on strengthening and growing its leadership positions in its strongest, most profitable motorcycle segments: Touring, large Cruiser and Trike. These segments are the most profitable and demonstrate steady aggregate demand* of new and used sales. We will deliver products in these attractive segments that live up to our vision for market-leading innovation, evolution and emotion and inspire repurchase while compelling new customers to join Harley-Davidson. 


*Total demand based on Used and New vehicles data in the U.S. Used volumes based on IHS Markit Used Registrations data for U.S. motorcycles from 2015-2019 for On Highway and Dual motorcycles of 1201cc+ for models classified by Harley-Davidson as Touring and Large Cruiser. New motorcycle information reflects sales data from MIC.

Woman standing next to a flhxse on the side of the road

Selective expansion and redefinition


To win in attractive motorcycle segments

The company plans to selectively expand into and within motorcycle segments, focusing on segments that are profitable and aligned with our product and brand capabilities, such as Adventure Touring and middleweight Cruiser.

We have redefined our geographic footprint with a focus on global markets that matter most to our future growth. Priority markets include US, DACH (Germany, Austria, Switzerland), Japan, China, Canada, France, UK, Italy, Australia, and New Zealand.

We will also continue to test further avenues for desirable long-term growth through premium low displacement partnerships.

Person riding a Pan America motorcycle off-road in the desert

Lead in Electric 


Investing in leading the electric motorcycle market

Electric motorcycles are important to Harley-Davidson’s future and we are committed to and passionate about leading the electric motorcycle market. 

We are proud to be the pioneers in this space through LiveWire®, widely regarded as the leading electric motorcycle in the world. As part of our commitment to lead in electric, we are creating a separate division solely dedicated to delivering the most desirable electric motorcycles in the world. 

Livewire parked in front of mountains

Growth beyond bikes


Expanding complementary businesses and engaging beyond product

Harley-Davidson creates products, services and experiences that inspire our customers to discover adventure, find freedom for the soul and live the Harley-Davidson lifestyle. Our Parts & Accessories, General Merchandise and Financial Services businesses are all important pillars to our future success as a global lifestyle brand. The Hardwire will accelerate growth and profitability of these businesses through refreshed product and program offerings, stronger execution and additional digital and in-dealership purchase opportunities. 
Man walking away while taking off a motorcycle jacket

Customer experience


Growing our connection with riders and non-riders

The Hardwire puts customers at the forefront of our products, experiences and investments – from the rider who may dream of motorcycling or just learned to ride, all the way to riders who are deeply passionate about and invested in the Harley-Davidson lifestyle. We recognize the different needs and expectations of our customers and are creating touchpoints tailored to individual needs. Powered by integrated data, our goal is to seamlessly engage with customers, creating a meaningful, unique and personalized experience with Harley-Davidson each and every time. 
People hanging out around a campfire with motorcycles in the background

Inclusive Stakeholder Management


Prioritizing people, planet and profit

At Harley-Davidson, we strive to deliver long-term value to all stakeholders - people (employees, dealers, customers, suppliers, investors, society), planet, and profit. Inclusive Stakeholder Management is the unifying theme for how we think about our role in society, giving us purpose beyond financial performance.

Our inclusive stakeholder management efforts include:

• Creating a high-performing, engaged, and diverse workforce

• Creating an inclusive community with a strong dealer network and a supply base focused on ethical, sustainable and equity-based purchasing and sourcing practices

• Driving towards a net zero environmental impact

• Closely aligning the rewards of our employees with our shareholders

Motorcycles on a bridge riding through the mist
Learn More About Our Company

For more information about Harley-Davidson, Inc., visit our investor relations website. 

Investor Relations