Our Company

Our Strategy

All for Freedom.
Freedom for All.

Throughout the world, Harley-Davidson unites people deeply, passionately and authentically. From town to town and country to country. H-D’s ideal of freedom and self-expression transcend cultures, gender and age. Being recognized as an iconic brand is gratifying, but igniting the fire within people on the many roads of the world is what we are all about.
our company
Harley-Davidson® motorcycle riders come from diverse backgrounds. What all riders have in common regardless of their age, gender or ethnicity is they are all freedom-loving, adventure-seeking individuals whom aspire to the values Harley-Davidson stands for – independence, authenticity and the passion for being on the open road.
On our quest to build the next generation of riders globally, we welcome all who share these values and a desire to enjoy the world on a motorcycle.

Our Strategy

We are building the next generation of riders globally and fostering the incredible feeling of personal freedom you get from behind the handlebars of a Harley-Davidson motorcycle.

 

Our 2027 objectives are as bold as the brand itself:

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Build 2 Million on New Riders in the U.S.

It’s building new riders that will keep us cruising for another century and beyond, and our efforts are squarely on inspiring new riders who will one day carry the torch for our sport and our brand.

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Grow International Business to 50% of Annual Volume

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 brand awareness 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, and we can’t wait to show the world’s what’s next. High impact, iconic motorcycles that will reinvent the product segments where we compete.

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Deliver Superior Return on Invested Capital HDMS

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 will also be increasingly environmentally and socially responsible, paying close attention to the impact we make on the planet and society.

For more details view our company strategy PDF