Our Company

Our Strategy

OUR ROOTS

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 a motorcycle culture that would make Harley-Davidson one of the most recognized and revered brands in the world.
our company
Since the beginning, we’ve proudly and authentically stood up for the things we believe in most: the rebel spirit in all of us, unity, individuality and personal freedom. These beliefs and a desire to find freedom on two wheels forge a bond that brings Harley-Davidson riders, employees, dealers, and suppliers together.
On our quest to build the next generation of riders globally, we welcome all who share these beliefs and a desire to enjoy the world on a motorcycle.

Our Strategy

We’re on a quest to build the next generation of Harley-Davidson riders globally, with efforts focused on deepening rider engagement and commitment whether they’re new to riding or seasoned road warriors. We’re inspiring riders, expanding globally and investing to achieve profitable growth – all while playing our part in sustaining our planet.

 

Our strategic objectives, set to be achieved by 2027, are clear:

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Expand Total Harley-Davidson Riders to 4 Million in the U.S.

Building committed riders is critical to our future and we’re focused on attracting new riders and keeping all riders riding, inspiring passion and commitment along the rider journey.

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Grow International Business to 50% of Annual HDMC Revenue

We have a tremendous opportunity in developed and emerging markets internationally, where the strength of the H-D brand is just as strong as it is within the U.S. We’re growing our reach and expanding access in these markets as we build the next generation of riders globally.

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Launch 100 New High Impact H-D® Motorcycles

Our product plan is the most aggressive in our history, with high impact, iconic motorcycles that will extend our leadership in the market segments we’ve shaped and defined while unlocking new market opportunities.

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Deliver Superior Return on Invested Capital for HDMC (top 25% S&P 500)

One of our greatest core strengths has been and will continue to be delivering superior financial returns to our shareholders.

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Grow Our Business without Growing Our Environmental Impact

We’re committed to preserving and renewing the freedom to ride and our view of sustainability is inclusive of all we do to ensure a sustainable future for our company, our planet and our communities.

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