Harley Davidson Mission Statement Analysis

Company: Harley-Davidson, Inc.
CEO: Jochen Zeitz
Year founded: 1903
Headquarters: Milwaukee, Wisconsin, USA
Number of Employees: 6,400
Type: Public
Ticker Symbol: HOG
Market Cap (Jan 2025): $3.62 Billion
Annual Revenue (2023): $5.836 Billion
Profit | Net income (2023): $707 Million

Did you know? Harley-Davidson motorcycles are called Hogs because of their mascot piglet named Johnny. They’re known for their V-twin engines’ distinctive “potato-potato” sound.

Harley-Davidson is an iconic motorcycle manufacturer based in Milwaukee, Wisconsin. It was founded in 1903, two years after its historical rival, Indian Motorcycle. Harley and Indian are the only leading American motorcycle makers to survive the Great Depression and strive for over 120 years. Harley-Davidson’s mission, vision, ambition, and strategic plan drive sustainable growth and success. In 2023, Harley-Davidson’s annual revenue increased by 1% to $5.836 billion. The company generated $707 million in profit. [1]

Harley-Davidson, Inc. owns Harley-Davidson Motor Company (HDMC), Harley-Davidson Financial Services (HDFS), and LiveWire Group. Each brand adheres to Harley-Davidson’s mission and vision. In Sep 2022, LiveWire went public on the NYSE. Harley-Davidson has an 89.4% stake in LiveWire. The company generates the most revenue from HDMC, which designs, manufactures, and sells Harley-Davidson motorcycles and related products. [2]

To understand Harley-Davidson’s secret to success, here is an in-depth analysis of its mission statement, vision, ambition, and strategic plan:

Harley-Davidson’s Mission Statement

More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. [3]

Here is our analysis of Harley-Davidson’s mission statement:

1. Build iconic machines

Four ambitious young men built the first Harley-Davidson motorcycle in a tiny shed in Milwaukee, Wisconsin. Their innovation and imagination cemented Harley-Davidson’s position as one of the world’s iconic motorcycle and lifestyle brands. The company launched the Icons Motorcycle Collection to celebrate its signature colors, designs, and parts. This extraordinary series features the most recognizable and sought-after Harley-Davidson models, including the 2024 Hydra-Glide Revival, the 2023 Electra Glide Highway King, and the 2022 Low Rider El Diablo. [4]

Harley-Davidson strives to build high-quality bikes with the latest technology. The company has won several awards for its unique, stunning designs. It received the Bangkok International Motor Show’s 2024 Exhibit Design Award. In Jan 2025, Motorcycle.com named the Harley-Davidson Street Glide the Best Cruiser/Bagger of 2024. The H-D Street Glide earned this prestigious recognition for its high performance, iconic design, and rider-friendly features. [5]

2. Facilitate the pursuit of adventures

Harley-Davidson is committed to enabling customers to pursue their favorite adventures. The company achieves this mission by supporting clients’ mobility needs, organizing events, and providing exclusive memberships. For example, Harley Owners Group (HOG) is a global bike-rider community with local chapters in cities worldwide. HOG members enjoy exclusive perks, including adventure events, trips, rallies, and ride experiences organized by Harley-Davidson.

HOG brings together Harley riders and fosters a sense of camaraderie. Its offerings encourage thrill-seeking explorations and adventurous tours. Each HOG region hosts captivating events for local and visiting Harley riders. In Sep 2024, Harley-Davidson announced the 31^st European Harley Owners Group Rally. This HOG event will be held in Jun 2025 in Medulin, Croatia, on the historic and beautiful Istrian peninsula. The 2024 European HOG Rally was held in Senigallia and attracted riders from many EU countries and globally, reflecting Harley-Davidson’s growing HOG membership. [6]

3. Freedom and independence

Harley-Davidson is more than a motorcycle brand. It’s a tight-knit global community with a shared identity and active, adventurous lifestyle. The brand strives to help consumers achieve “freedom for the soul” and independence. It fulfills this mission by providing reliable, all-terrain motorcycles, like the Pan America. In Jan 2024, Harley-Davidson added the Custom Vehicle Operations (CVO) Pan America to its 2024 lineup, the first adventure model in its high-end CVO range.

Harley-Davidson launched the CVO lineup in the late 90s for its top-of-the-line, premium motorcycles. The new CVO Pan America is an upgrade of the Pan America Special, offering advanced features and optional equipment wrapped in custom paint and finishes. For example, the CVO Pan America has semi-active front and rear suspensions for smooth rides. It also offers a touchscreen display, selectable ride modes, and Daymaker Adaptive Headlamp tech. Extreme riders can upgrade their CVO Pan America bikes with aluminum cases, ARH suspensions, Screamin’ Eagle quick-shifter, tubeless laced wheels, and LED forward lighting. These features attract riders who value freedom and independence. [7]

Freedom and independence

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Harley-Davidson’s Vision Statement

Building our legend and leading through innovation, evolution, and emotion. [8]

Here is a breakdown of Harley-Davidson’s vision statement:

1. Protect the Harley-Davidson legacy

Harley-Davidson is synonymous with the spirit of freedom, rebellion, and the unmistakable rumble of V-twin engines. This iconic brand began with two childhood friends, William Harley and Arthur Davidson, who shared a passion for bicycles. Their motorcycle prototypes and enthusiasm delivered the first Harley-Davidson motorcycle in 1903, built in a modest 10-by-15-foot shed in Milwaukee, Wisconsin. The 21^st-century Harley-Davidson hasn’t forgotten its roots.

Harley-Davidson has retained its headquarters on Juneau Avenue, Milwaukee, Wisconsin, since 1920. The brand combines several strategies to protect its legend. For example, Harley-Davidson launched the Icons Motorcycle Collection to promote its iconic models, signature colors, designs, and parts. The company partnered with MMI to allow students to train and work on early and late-model Harley bikes through specialized elective programs. The training protects Harley-Davidson’s legacy by passing hands-on experience and skills to future Harley designers, engineers, and mechanics. [9]

2. Innovation

Harley-Davidson aims to be the most innovative motorcycle manufacturer. The brand has made significant progress on this vision since its founding. In 2024, Harley celebrated 25 years of its Custom Vehicle Operations (CVO) lineup and expanded the portfolio with the all-new CVO Road Glide ST and CVO Pan America. The CVO Road Glide ST is Harley-Davidson’s fastest and most sophisticated performance bagger, while the CVO Pan America is fully equipped for extraordinary adventures. Both feature advanced innovations, including the Milwaukee-Eight 121 High Output V-Twin engine for the CVO Road Glide ST model. [10]

3. Evolution

Harley-Davidson evolved from a 10-by-15-foot shed in Milwaukee to a global powerhouse and a symbol of American motorcycle culture. The brand produced the V-twin engine in 1911, the 10-F bike with two speeds in 1914, the stylish JD model in 1925, the D-Series in 1929, the R-Series in 1932, the UL Sport Solo model in 1937, and WLA for the Army during WWII. By the 1950s, Harley-Davidson was a global brand with an excellent reputation and loyal clients.

Harley-Davidson prioritized innovation and evolution from the 1960s to the 2000s to fend off stiff competition from emerging motorcycle manufacturers. The company acquired a majority stake in Livewire in 2019, marking its first foray into electric vehicles. In Jan 2024, Harley-Davidson revealed four new 2024 motorcycle models: CVO™ Road Glide ST, Street Glide, CVO Pan America, and Road Glide. These models advance Harley-Davidson’s evolution and navigate in a new generation of touring performance, technology, and design. [11]

4. Emotion

Harley-Davidson strives to foster meaningful emotional connections with clients to enhance customer loyalty. Most Harley riders have a sentimental attachment to their bikes. The brand increases loyalty and sentimental value through community engagements, organized events, exclusive memberships, and an innovative customer experience (CX) approach. For example, Harley-Davidson offers extensive motorcycle customizations, ensuring each bike makes a personal statement of the owner’s identity and lifestyle.

Harley-Davidson leverages its regional HOGs to foster a sense of camaraderie and belonging among riders. Local HOG chapters organized group rides, events, and charitable activities, strengthening customer loyalty. According to MCEI, 70% of HOG members have a strong emotional connection to Harley-Davidson due to community participation. Harley-Davidson also taps into clients’ emotions through loyalty programs that reward long-term customers. [12]

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Harley-Davidson’s Ambition

Build upon our history and lead motorcycle culture into the future.

Harley-Davidson states,

As the most desirable motorcycle and lifestyle brand in the world, building upon our history and leading motorcycle culture into the future. [13]

How is Harley-Davidson achieving its ambitions?

1. Build on its history to define the future.

Harley-Davidson revolutionized the motorcycle sector with its innovative V-twin and unique designs. The company’s ambition is to leverage its illustrious history to deliver bikes for the future. In 2019, Harley-Davidson acquired a majority stake in LiveWire Group, expanding into the EV market. LiveWire offers electric motorcycles and products, including STACYC electric balance bikes.

LiveWire and KYMCO expanded their partnership in Nov 2024 to create an electric maxi-scooter for the European market. This Harley-Davidson brand plans to launch its first electric maxi-scooter in 2026 to unlock an eco-friendly mobility option for customers. It can help Harley-Davidson transform motorcycling with EV technology of the future. [14]

2. Leverage its cultural influence to lead moto-culture into the future.

Harley-Davidson has defined motorcycle culture since 1903 with unique, customizable bikes, experiences, accessories, riding gear, and apparel. Its iconic bar-and-shield emblem is one of the world’s most recognized logos. The company aims to leverage these assets to lead moto-culture into the future. For example, in 2023, Harley-Davidson unveiled H-D Collections with distinct lifestyle apparel lines.

H-D Collections builds on 120 years of moto culture to honor the brand’s heritage and drive Harley-Davidson apparel into the future. The company also leverages community events and experiences through local HOG chapters to maximize its cultural influence. “Harley-Davidson has a tremendous opportunity to build a unique global lifestyle brand rooted in moto-culture,” said Chairman, President, and CEO Jochen Zeitz. [15]

Image Source: Antonio Janeski

Harley-Davidson’s Strategic Plan

Harley-Davidson announced The Hardwire in Feb 2021. The Hardwire is a five-year strategic plan (2021-2025) guided by the company’s mission and vision to deliver profitable growth and shareholder value. Its targets include:

Increase profitability and low double-digit EPS growth through 2025.
Broaden the customer base view by tailoring each step of the customer journey through multiple channels.
Invest in core touring, cruiser, and trike segments to strengthen and grow its position.
Expand into the adventure touring segment to unlock untapped volume and margin.
Strengthen commitment to electric efforts to lead the future of electric motorcycles.
Introduce new parts, accessories, and riding gear to fuel Harley-Davidson as a global lifestyle brand. [16]

Harley-Davidson has fulfilled most of its Hardwire targets. Although its profits declined in 2023, the company expanded its core segments with four new bikes. It also strengthened its commitment to electric options through LiveWire and released H-D Collections to boost its position as a global lifestyle brand. The 2024 new Model Year launch was Harley-Davidson’s most comprehensive product development in the touring platform for over 10 years. [17]

GuruFocus Research (2024, Feb 8). Harley-Davidson Inc (HOG) Navigates Challenging Environment with Mixed 2023 Financial Results. Yahoo Finance
Harley-Davidson, Inc. (2023, Feb 2). Harley-Davidson reports Fourth Quarter Financial Results and completes Second Year of Hardwire Strategic Plan. Harley-Davidson.com
Harley-Davidson, Inc. Our Strategy: Mission Statement. Harley-Davidson.com
Harley-Davidson Motor Co. (2024, Dec 14). The Icons Motorcycle Collection. Harley-Davidson.com
Sound Harley (2025, Jan 14). Harley-Davidson Street Glide Named Best Cruiser/Bagger of 2024. SoundHarley.com
Lancaster, M. (2024, Sep 4). Harley-Davidson: Croatia for the 2025 HOG Rally. MSL Magazine
ADV (2024, Jan 26). Harley-Davidson launches CVO Pan America for 2024. ADV Pulse
Harley-Davidson, Inc. Our Strategy: Vision Statement. Harley-Davidson.com
Das, B. (2023, Oct 19). Revving through history: The Harley-Davidson legacy. Wi On Drive
WC Harley (2024, Feb 1). The New 2024 Bikes Are Here! West Coast Harley
Harley-Davidson Motor Company (2024, Jan 24). Harley-Davidson ushers in a new era of motorcycle touring, reimaging two of the most iconic bikes in history. PRNewswire
Patov, A. (2024, Sep 7). How Harley-Davidson Builds Customer Experience (CX) Through Community Engagement and Brand Loyalty. Renascence
Harley-Davidson, Inc. Our Strategy: Our Ambition. Harley-Davidson.com
KYMCO (2024, Nov 5). LiveWire & KYMCO Strengthen Strategic Partnership with New Agreement to Expand LiveWire’s S2 Portfolio. KYMCO.com
Harley-Davidson (2023, Feb 13). Harley-Davidson launched H-D Collections lifestyle apparel lines. Harley-Davidson.com
Harley-Davidson, Inc. (2021, Feb 2). Harley-Davidson Unveils the Hardwire Five-Year Strategic Plan; Targets Profitable Growth and Brand Desirability. Harley-Davidson.com
Harley-Davidson, Inc. (2024, Feb 8). Harley-Davidson delivers Fourth Quarter Financial Results and completes the Third Year of Hardwire Strategic Plan. Harley-Davidson.com
Featured Image by Daniel Thürler
Bike Image by Antonio Janeski

Harley Davidson Mission Statement Analysis