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 that would make Harley-Davidson the most desirable motorcycle brand in the world. Today, we continue to define motorcycle culture, 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.

What We Make.

THE WORLD’S BEST MOTORCYCLES. PERIOD.

We build machines that earn their place on the road. Every motorcycle we build is engineered with purpose, shaped by a century of riding, and tuned for real miles and timeless style. The result is a motorcycle that feels alive beneath you, is made to last, and impossible to mistake for anything else.

Who We Serve.

MOTORCYCLE RIDERS WORLDWIDE.

Harley-Davidson serves riders around the world with the same promise we've always kept: build great motorcycles and stand behind the people who ride them. Across every country and culture, we fuel a shared motorcycle culture built on freedom, joy, exploration, and connectedness - because the road connects us all.

Why we do it.

TO PROTECT AND GROW MOTORCYCLE CULTURE.

Harley-Davidson is so much more than just a part of motorcycle culture. We practically wrote the rulebook. From shaping the sound, look, and attitude of the modern motorcycle to creating communities where riders feel like they belong, we turned riding into a way of life. We stand for freedom, self-expression, and the idea that the road is a place to find yourself, not just get somewhere. Decades later, that influence still shows up everywhere motorcycles are built, ridden, and celebrated.

What we stand for.

LIFE, LIBERTY AND THE PURSUIT OF HAPPINESS.

Our Strategy

Back to the Bricks is our strategic plan to deliver profitable growth for our company, our dealers and our shareholders

Back to the Bricks is built on five key pillars:

  • Deep appreciation of our competitive advantages and legacy.
  • Renewed commitment to our exclusive dealer network to drive enterprise profitability.
  • Immediate actions to recapture market share in areas where Harley-Davidson has a right to win.
  • Strong financial position with a path to stronger free cash flow and EBITDA margin.
  • Bolstered management team with a balance of fresh perspectives and institutional knowledge.

We remain committed to the craftsmanship and dedication that define our brand, while delivering meaningful value to our stakeholders.

Our Company Culture

We Ride With You Promises

Be authentic. Harley-Davidson was forged on authenticity. Integrity isn’t optional. It’s who we are.
Respect each other. We listen first. We respect the person across from us, even when we don’t agree.
Be bold. Change doesn’t scare us. It fuels us.
Win as one Team. We ride as one team. When the goal is clear, we focus, commit, and hold ourselves and each other accountable.
Enjoy the ride. We get to work on one of the most iconic brands on the planet, with talented people and passionate riders. We bring that energy to work every day.

We Ride With You!

“Those are four simple words that hold enormous power in the way they speak about our involvement with riders and the way we do business.”

Willie G. Davidson, 2003