About Us

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 and lifestyle 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.

OUR MISSION

More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

OUR VISION

Building our legend and leading through innovation, evolution and emotion.

OUR AMBITION

Harley-Davidson as the most desirable motorcycle and lifestyle brand in the world, building upon our history and leading motorcycle culture into the future.

OUR STRATEGIC PLAN

Guided by our mission and vision, The Hardwire is our five-year strategic plan (2021-2025). We are pursuing 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. With this plan, we are unleashing the potential of our 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.