Harley-Davidson, founded in 1903 in Milwaukee, Wisconsin, has evolved into a global icon in the motorcycle industry. The company is renowned for its premium motorcycles, embodying a lifestyle of adventure and freedom. Harley-Davidson’s strategic vision, known as The Hardwire, outlines a five-year plan (2021-2025) focused on enhancing the brand’s desirability and profitability. This plan includes expanding into new markets, such as Latin America and the Adventure Touring and Sport segments, with innovations like the RevMax platform for electric motorcycles.
Harley-Davidson’s commitment to sustainability is evident in its emphasis on people, planet, and profit. The company’s core values are encapsulated in the H-D#1 logo, symbolizing a winning spirit and high-performance culture. Through continuous innovation and product evolution, Harley-Davidson aims to maintain its leadership position in the Touring, Cruiser, and Trike categories while expanding its presence in key global markets like North America, Asia Pacific, and Europe.
With a network of independent dealers worldwide, Harley-Davidson offers a range of motorcycles from Touring to Cruiser models, along with financing options and aftermarket services. The company’s recent partnerships with Tymit and Hero MotoCorp demonstrate its commitment to growth and innovation. Additionally, Harley-Davidson’s focus on quality and design excellence is evident in products like the Pan America, Sportster S, and Nightster motorcycles.
In summary, Harley-Davidson’s rich history, commitment to innovation, and strategic initiatives position it as a leading motorcycle manufacturer synonymous with adventure, freedom, and a unique lifestyle brand that continues to shape motorcycle culture globally.
Citations:
[1] https://en.wikipedia.org/wiki/Harley-Davidson
Harley-Davidson, Inc. (H-D, or simply Harley) is an American motorcycle manufacturer headquartered in Milwaukee, Wisconsin, United States. Founded in 1903, it is one of two major American motorcycle manufacturers to survive the Great Depression along with its historical rival, Indian Motorcycles. The company has survived numerous ownership arrangements, subsidiary arrangements, periods of poor economic health and product quality, and intense global competition to become one of the world's largest motorcycle manufacturers and an iconic brand widely known for its loyal following. There are owner clubs and events worldwide, as well as a company-sponsored, brand-focused museum.
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 Headquarters in Milwaukee, Wisconsin | |
| Company type | Public |
|---|---|
| ISIN | US4128221086 |
| Industry | Automotive |
| Founded | 1903 |
| Founder |
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| Headquarters | Milwaukee, Wisconsin, U.S. 43°02′46″N 87°57′36″W / 43.04611°N 87.96000°W |
Key people | Jochen Zeitz (CEO and chairman) |
| Products | Motorcycles |
Production output |  162,771 units (2023) |
| Revenue |  US$5.84 billion (2023) |
| US$779 million (2023) | |
| US$695 million (2023) | |
| Total assets | US$12.1 billion (2023) |
| Total equity | US$3.25 billion (2023) |
Number of employees | c. 6,400 (2023) |
| Subsidiaries |
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| Website | harley-davidson |
| Footnotes / references | |
Harley-Davidson is noted for a style of customization that gave rise to the chopper motorcycle style. The company traditionally marketed heavyweight, air-cooled cruiser motorcycles with engine displacements greater than 700 cc, but it has broadened its offerings to include more contemporary VRSC (2002) and middle-weight Street (2015) platforms.
Harley-Davidson manufactures its motorcycles at factories in York, Pennsylvania; Menomonee Falls, Wisconsin; Tomahawk, Wisconsin; Manaus, Brazil; and Rayong, Thailand. The company markets its products worldwide, and also licenses and markets merchandise under the Harley-Davidson brand, among them apparel, home décor and ornaments, accessories, toys, scale models of its motorcycles, and video games based on its motorcycle line and the community.