Earlier this month, we partnered with MotoGPTM to unveil the Harley-Davidson Bagger World Cup - and release the 2026 race calendar, marking the launch of the first global racing series dedicated to high-performance Harley-Davidson bagger motorcycles. The six-round series will bring American V-Twin power to legendary circuits across the U.S. and Europe.
Harley-Davidson Motor Company
Motor Vehicle Manufacturing
Milwaukee, WI 306,116 followers
More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.
About us
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 brand in the world. • 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 our industry through innovation, evolution and emotion. Our Mission and Vision honor our past and help define our future. And what we hope you see in these guiding statements is a consumer-led company that’s driven to win, lead and deliver a Harley-Davidson experience that our riders expect and deserve – one where adventure and “freedom for the soul” are the payoff. To do this, we are redefining our culture to reignite the company’s soul and spirit. We are calling our cultural journey “H-D#1” represented by our recognizable #1 logo, 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. The Hardwire is Harley-Davidson’s 2021-2025 strategic plan guided by our mission and vision. Our plan is targeting 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. For more information, visit our company site: www.harley-davidson.com or our career site: jobs.harley-davidson.com
- Website
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http://www.harley-davidson.com
External link for Harley-Davidson Motor Company
- Industry
- Motor Vehicle Manufacturing
- Company size
- 5,001-10,000 employees
- Headquarters
- Milwaukee, WI
- Type
- Public Company
- Founded
- 1903
- Specialties
- Motorcycle Manufacturing
Locations
Employees at Harley-Davidson Motor Company
Updates
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We are excited to share that Artie Starrs has been appointed as the new President and CEO of Harley-Davidson, effective October 1, 2025. Artie’s track record of driving growth and managing franchise-driven industries will be instrumental in Harley-Davidson’s next phase of growth. “Artie is an accomplished business leader who brings extensive experience managing strong brands and global operations. His track record of delivering top and bottom-line growth, combined with his experience in franchise driven industries, are both huge assets for Harley-Davidson at this time in the Company’s history. Artie understands the special place Harley-Davidson occupies in culture and in the lives of our riders. I’m confident that Artie can further enhance this connection with current riders while bringing new people into the H-D community” said Troy Alstead, Presiding Director. Read the full announcement: https://lnkd.in/gBJbZ6UQ.
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We are pleased to announce a new strategic partnership with KKR and PIMCO that marks the beginning of a new chapter for our financial services business, Harley-Davidson Financial Services. The partnership will transform HDFS into a more capital-efficient business with significantly higher returns on equity expected. Approximately $1.25 billion of cash unlocked through the transaction will be used to strengthen Harley-Davidson by supporting additional investment into the business, further reducing debt, and accelerating cash returns to shareholders. For our customers and dealers, HDFS will continue to originate and service new and existing loans and provide dealers with the service, benefits and flexibility that HDFS is known for, while we also invest in the future of Harley-Davidson for years to come. Read more about this exciting new chapter here: https://lnkd.in/g9vFnc2D.
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Congratulations to our Engineering interns who won the people’s choice award for Light the Hoan, a competition to illuminate Milwaukee’s famous Daniel Hoan Memorial Bridge with the best automated light show. Watch a recap of the light show here (https://lnkd.in/eeZJ7nm). The future looks bright in Milwaukee. Photo credit: Front Room Photography
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We are over halfway to our goal in the Let's Ride Challenge - Ride for Heroes. Every mile you ride through October 31 helps support a $1 million mission to honor those who serve. So far, we’ve tracked over 30 million miles together. Learn more at h-dletsride.com.
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The Archives team at the Harley-Davidson Museum teamed up with Google Arts & Culture Lab to reimagine historical photography using AI technology. The initiative, called Moving Archives, uses Google’s Veo, a generative video model, to breathe subtle animation into archival images. Snapshots from the 1910s include early factories, raceways, and classic bikes that are brought to life with motion, immersive text, and audio generated by Google’s Gemini AI. This collaboration exemplifies Harley-Davidson’s commitment to honoring our legacy while embracing innovation. Whether you're a lifelong rider or a history buff, you’ll enjoy toggling between the original photos and their animated counterparts on Google Arts & Culture, where the collection is now live. (direct link: https://lnkd.in/gzpFhFTb)
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