Harley-Davidson® Leases

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.

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

To enhance our position as the most desirable motorcycle and lifestyle 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

We will invest in strengthening and growing our leadership position in our strongest, most profitable motorcycle segments: Touring, Large Cruiser and Trike.

As the market leader, it is up to us to continue to innovate within these segments, both through technology and design, building on our rich heritage. We are focused on reinventing, reimagining and reinvigorating our Touring, Cruiser and Trike categories, where we see the potential to grow our leadership.

Selective Expansion and Redefinition

To win in attractive markets and motorcycle segments

We are focused on building our leadership in our most profitable global markets. In North America, we are investing to preserve and extend our position as the undisputed market leader...

smiling man riding a motorcycle

Lead in Electric

Investing in leading the electric motorcycle market

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

Growth Beyond Bikes

Expanding complementary businesses and engaging beyond product

We create 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...

Integrated Customer Experience

Growing our connection with riders and non-riders

Delivering on our growth ambitions requires us to provide a customer experience that meets and exceeds the expectations of our customers for modern retail, with seamless...

Inclusive Stakeholder Management

United We Ride

At Harley-Davidson, we strive to deliver long-term value to all stakeholders (employees, dealers, customers, suppliers, investors)....

 

Our Culture: H-D#1

H-D#1 defines our company’s soul and spirit. Represented by our recognizable #1 logo which was 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 team, made up of employees and dealers, rally around ten H-D#1 leadership principles that are core to our winning, high-performance culture.

Harley-Davidson® Leases

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