It’s a fast-changing world with new consumer demands. Alongside our existing loyal riders, we will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding.
Keeping riders inspired by extending our leadership in the market segments we've shaped and defined while unlocking new market opportunities.
We are planning our most comprehensive lineup of motorcycles.
Creating new pathways to Harley-Davidson, expanding access and appeal to more people around the world.
We plan to advance our market delivery approach and exceed today’s customer needs by:
Working side-by-side with our global dealers to build strong capabilities that lead to improved channel performance, greater profitability and a H-D experience that exceeds riders' expectations.
Our world-class dealer network is an integral part of the company’s strategy and accelerated plan for growth and critical to overall success. We will implement a performance framework to significantly enhance the strength of the dealer network and the customer experience, enabling the best-performing and most entrepreneurial dealers to drive innovation and success for themselves and Harley-Davidson -- while providing the premium customer experience the brand is known for across an increasingly diverse product and customer base.
Enhancing the Harley-Davidson experience to inspire interest in riding, foster moto-culture and build an even bigger, more passionate community of Harley-Davidson riders.
Underpinning our strategy is a meaningful opportunity to amplify and leverage the power of the Harley-Davidson brand. We will make riding matter more to more people and share the riding experience.