{"id":3765,"date":"2025-09-02T06:24:13","date_gmt":"2025-09-02T06:24:13","guid":{"rendered":"https:\/\/bullfincher.io\/blog\/?p=3765"},"modified":"2025-08-24T06:31:40","modified_gmt":"2025-08-24T06:31:40","slug":"harley-davidson-mission-statement-analysis","status":"publish","type":"post","link":"https:\/\/bullfincher.io\/blog\/harley-davidson-mission-statement-analysis\/","title":{"rendered":"Harley Davidson Mission Statement Analysis"},"content":{"rendered":"\n<ul style=\"color:#060606;background-color:#f3f5f8\" class=\"wp-block-list has-text-color has-background has-link-color wp-elements-82254118e97c7346476884138ee850cf\">\n<li><strong>Company:<\/strong> Harley-Davidson, Inc. &nbsp;&nbsp;&nbsp;<\/li>\n\n\n\n<li><strong>CEO:<\/strong> Jochen Zeitz<\/li>\n\n\n\n<li><strong>Year founded:<\/strong> 1903<\/li>\n\n\n\n<li><strong>Headquarters:<\/strong> Milwaukee, Wisconsin, USA<\/li>\n\n\n\n<li><strong>Number of Employees:<\/strong> 6,400<\/li>\n\n\n\n<li><strong>Type:<\/strong> Public<\/li>\n\n\n\n<li><strong>Ticker Symbol:<\/strong> HOG<\/li>\n\n\n\n<li><strong>Market Cap (Jan 2025):<\/strong> $3.62 Billion<\/li>\n\n\n\n<li><strong>Annual Revenue (2023):<\/strong> $5.836 Billion &nbsp;<\/li>\n\n\n\n<li><strong>Profit | Net income (2023):<\/strong> $707 Million<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color has-background has-link-color wp-elements-252d23737ac5df8736f306b7e0e6b8ad\" style=\"color:#000000;background-color:#f3f5f8\"><strong>Products &amp; Services:<\/strong> Motorcycles | Aftermarket Parts &amp; Accessories | Financing | Riding Gear &amp; Apparel | Insurance | Extended Service &amp; Protection Plans | Customization | Test Rides&nbsp;<\/p>\n\n\n\n<p class=\"has-text-color has-background has-link-color wp-elements-2c094ec593abb706891875322d25bfad\" style=\"color:#000000;background-color:#f3f5f8\"><strong>Competitors:<\/strong> Yamaha | Suzuki | Honda | Kawasaki | Indian Motorcycle | Ducati | TVS Motors | Hero MotoCorp | Bajaj Auto | Royal Enfield | Triumph Bikes | Viper Motorcycle | Polaris | Victory | BMW<\/p>\n\n\n\n<p class=\"has-text-color has-background has-link-color wp-elements-8fd7abd748a59bf33d19a71ae946828e\" style=\"color:#000000;background-color:#f3f5f8\"><strong>Did you know?<\/strong> Harley-Davidson motorcycles are called Hogs because of their mascot piglet named Johnny. They&#8217;re known for their V-twin engines&#8217; distinctive &#8220;potato-potato&#8221; sound.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<p><span style=\"color: #000000;\">Harley-Davidson is an iconic<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/top-auto-manufacturers-companies-in-the-world-by-revenue\">motorcycle<\/a> <span style=\"color: #000000;\">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\u2019s mission, vision, ambition, and strategic plan drive sustainable growth and success. In 2023, Harley-Davidson\u2019s annual <strong>revenue increased by 1% to $5.836 billion<\/strong>. The company generated $707 million in profit. [<\/span><a href=\"https:\/\/finance.yahoo.com\/news\/harley-davidson-inc-hog-navigates-121341975.html\" target=\"_blank\" rel=\"noopener\">1<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">Harley-Davidson, Inc. owns Harley-Davidson Motor Company (HDMC), Harley-Davidson Financial Services (HDFS), and LiveWire Group. Each brand adheres to Harley-Davidson\u2019s mission and vision. In Sep 2022, LiveWire went public on the NYSE. <strong>Harley-Davidson has an 89.4% stake in LiveWire<\/strong>. The company generates the most revenue from HDMC, which designs, manufactures, and sells Harley-Davidson motorcycles and related products. [<\/span><a href=\"https:\/\/investor.harley-davidson.com\/news\/news-details\/2023\/Harley-Davidson-Delivers-Strong-Fourth-Quarter-Financial-Results-Successfully-Completing-Second-Year-of-Hardwire-Strategic-Plan\/default.aspx#:~:text=Freedom%20for%20the%20soul.,.com%20and%20livewi\" target=\"_blank\" rel=\"noopener\">2<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">To understand Harley-Davidson\u2019s secret to success, here is an in-depth analysis of its mission statement, vision, ambition, and strategic plan:<\/span><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-harley-davidson-s-mission-statement\">Harley-Davidson\u2019s Mission Statement<\/h2>\n\n\n\n<p class=\"has-text-color has-background has-link-color has-huge-font-size wp-elements-08e867869e5264062b5a39526e41bc13\" style=\"color:#333333;background-color:#f3f5f8\"><strong><em><em><em><em><em><em><em><em><em><em><em>More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul<\/em>. [<a href=\"https:\/\/investor.harley-davidson.com\/our-strategy\/default.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">3<\/a>]<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<p><span style=\"color: #000000;\">Here is our analysis of Harley-Davidson\u2019s mission statement:<\/span><\/p>\n<h4><span style=\"color: #000000;\">1. Build iconic machines<\/span><\/h4>\n<p><span style=\"color: #000000;\">Four ambitious young men built the first Harley-Davidson motorcycle in a tiny shed in Milwaukee, Wisconsin. Their innovation and imagination cemented Harley-Davidson\u2019s position as one of the world\u2019s 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 <strong>most recognizable and sought-after Harley-Davidson models<\/strong>, including the 2024 Hydra-Glide Revival, the 2023 Electra Glide Highway King, and the 2022 Low Rider El Diablo. [<\/span><a href=\"https:\/\/www.harley-davidson.com\/us\/en\/motorcycles\/icons.html\" target=\"_blank\" rel=\"noopener\">4<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">Harley-Davidson strives to build high-quality bikes with the<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-tech-companies-in-the-world-by-market-cap\">latest technology.<\/a> <span style=\"color: #000000;\">The company has won several awards for its unique, stunning designs. It received the Bangkok International Motor Show&#8217;s 2024 Exhibit Design Award. In Jan 2025, Motorcycle.com named the Harley-Davidson <strong>Street Glide the Best Cruiser\/Bagger of 2024<\/strong>. The H-D Street Glide earned this prestigious recognition for its high performance, iconic design, and rider-friendly features. [<\/span><a href=\"https:\/\/soundharley.com\/news-article\/60525\/best-cruiser-bagger-2024-harley-davidson-street-glide\" target=\"_blank\" rel=\"noopener\">5<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">2. Facilitate the pursuit of adventures<\/span><\/h4>\n<p><span style=\"color: #000000;\">Harley-Davidson is committed to enabling customers to pursue their favorite adventures. The company achieves this mission by supporting clients&#8217; mobility needs, organizing events, and providing exclusive memberships. For example, <strong>Harley Owners Group (HOG)<\/strong> is a global bike-rider community with local chapters in cities worldwide. HOG members enjoy exclusive perks, including adventure<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-travel-companies-in-the-world-by-market-cap\">events, trips<\/a><span style=\"color: #000000;\">, rallies, and ride experiences organized by Harley-Davidson.<\/span><\/p>\n<p><span style=\"color: #000000;\">HOG brings together Harley riders and fosters a sense of camaraderie. Its offerings encourage thrill-seeking explorations and<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-cruise-companies-in-the-world-by-market-cap\">adventurous tours<\/a>. <span style=\"color: #000000;\">Each HOG region hosts<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-leisure-companies-in-the-world-by-market-cap\">captivating events<\/a> <span style=\"color: #000000;\">for local and visiting Harley riders. In Sep 2024, Harley-Davidson announced the 31<sup>st<\/sup> European Harley Owners Group Rally. This HOG event <strong>will be held in Jun 2025 in Medulin, Croatia<\/strong>, 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\u2019s growing HOG membership. [<\/span><a href=\"https:\/\/www.mslmagazine.co.uk\/harley-davidson-croatia-for-the-2025\/\" target=\"_blank\" rel=\"noopener\">6<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">3. Freedom and independence<\/span><\/h4>\n<p><span style=\"color: #000000;\">Harley-Davidson is more than a motorcycle brand. It\u2019s a tight-knit global community with a shared identity and active, adventurous lifestyle. The brand strives to help consumers achieve \u201cfreedom for the soul\u201d and independence. It fulfills this mission by providing reliable, all-terrain motorcycles, like the Pan America. In Jan 2024, Harley-Davidson <strong>added the Custom Vehicle Operations (CVO) Pan America to its 2024 lineup<\/strong>, the first adventure model in its high-end CVO range.<\/span><\/p>\n<p><span style=\"color: #000000;\">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<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/most-expensive-tech-stocks-in-world\">advanced features<\/a> <span style=\"color: #000000;\">and optional equipment wrapped in custom paint and finishes. For example, the CVO Pan America has <strong>semi-active front and rear suspensions<\/strong> 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<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-aluminium-companies-in-the-world-by-market-cap\">aluminum<\/a> <span style=\"color: #000000;\">cases, ARH suspensions, Screamin&#8217; Eagle quick-shifter, tubeless laced wheels, and LED forward lighting. These features attract riders who value freedom and independence. [<\/span><a href=\"https:\/\/www.advpulse.com\/adv-news\/harley-davidson-launches-cvo-pan-america-for-2024\/\" target=\"_blank\" rel=\"noopener\">7<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-freedom-and-independence\">Freedom and independence<\/h2>\n\n\n<p><span style=\"color: #000000;\">Harley-Davidson is more than a motorcycle brand. It\u2019s a tight-knit global community with a shared identity and active, adventurous lifestyle. The brand strives to help consumers achieve \u201cfreedom for the soul\u201d and independence. It fulfills this mission by providing reliable, all-terrain motorcycles, like the Pan America. In Jan 2024, Harley-Davidson <strong>added the Custom Vehicle Operations (CVO) Pan America to its 2024 lineup<\/strong>, the first adventure model in its high-end CVO range.<\/span><\/p>\n<p><span style=\"color: #000000;\">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<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/most-expensive-tech-stocks-in-world\">advanced features<\/a> <span style=\"color: #000000;\">and optional equipment wrapped in custom paint and finishes. For example, the CVO Pan America has <strong>semi-active front and rear suspensions<\/strong> 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<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-aluminium-companies-in-the-world-by-market-cap\">aluminum<\/a> <span style=\"color: #000000;\">cases, ARH suspensions, Screamin&#8217; Eagle quick-shifter, tubeless laced wheels, and LED forward lighting. These features attract riders who value freedom and independence. [<\/span><a href=\"https:\/\/www.advpulse.com\/adv-news\/harley-davidson-launches-cvo-pan-america-for-2024\/\" target=\"_blank\" rel=\"noopener\">7<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/bullfincher.io\/ranking\/largest-auto-manufacturers-companies-in-the-world-by-market-cap\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" src=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Largest-Global-Auto-Manufacturers-Companies-by-Market-Cap-1024x577.png\" alt=\"Largest Global Auto Manufacturers Companies by Market Cap\" class=\"wp-image-3778\" srcset=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Largest-Global-Auto-Manufacturers-Companies-by-Market-Cap-1024x577.png 1024w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Largest-Global-Auto-Manufacturers-Companies-by-Market-Cap-300x169.png 300w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Largest-Global-Auto-Manufacturers-Companies-by-Market-Cap-768x433.png 768w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Largest-Global-Auto-Manufacturers-Companies-by-Market-Cap-370x209.png 370w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Largest-Global-Auto-Manufacturers-Companies-by-Market-Cap-270x152.png 270w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Largest-Global-Auto-Manufacturers-Companies-by-Market-Cap-570x321.png 570w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Largest-Global-Auto-Manufacturers-Companies-by-Market-Cap-740x417.png 740w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Largest-Global-Auto-Manufacturers-Companies-by-Market-Cap.png 1377w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n<p style=\"text-align: center;\">Checkout: <a href=\"https:\/\/bullfincher.io\/ranking\/largest-auto-manufacturers-companies-in-the-world-by-market-cap\">Largest Global Auto Manufacturers Companies by Market Cap<\/a><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-harley-davidson-s-vision-statement\">Harley-Davidson\u2019s Vision Statement<\/h2>\n\n\n\n<p class=\"has-text-color has-background has-link-color has-huge-font-size wp-elements-ad4234e60132c47a7fc6dee2d34a580a\" style=\"color:#333333;background-color:#f3f5f8\"><strong><em><em><em><em><em><em><em><em><em><em><em><em>Building our legend and leading through innovation, evolution, and emotion<\/em>. [<a href=\"https:\/\/investor.harley-davidson.com\/our-strategy\/default.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">8<\/a>]<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<p><span style=\"color: #000000;\">Here is a breakdown of Harley-Davidson\u2019s vision statement:<\/span><\/p>\n<h4><span style=\"color: #000000;\">1. Protect the Harley-Davidson legacy<\/span><\/h4>\n<p><span style=\"color: #000000;\">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<sup>st<\/sup>-century Harley-Davidson hasn\u2019t forgotten its roots.<\/span><\/p>\n<p><span style=\"color: #000000;\">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,<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-car-parts-companies-in-the-world-by-market-cap\">designs, and parts.<\/a> <span style=\"color: #000000;\">The company partnered with MMI to allow <strong>students to train and work on early and late-model Harley bikes <\/strong>through specialized elective programs. The training protects Harley-Davidson&#8217;s legacy by passing hands-on<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/top-manufacturing-companies-in-the-world-by-assets\">experience and skills<\/a> <span style=\"color: #000000;\">to future Harley designers, engineers, and mechanics. [<\/span><a href=\"https:\/\/www.wiondrive.com\/features\/revving-through-history-the-harley-davidson-legacy-9913\/\" target=\"_blank\" rel=\"noopener\">9<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">2. Innovation<\/span><\/h4>\n<p><span style=\"color: #000000;\">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-<strong>new CVO Road Glide ST and CVO Pan America<\/strong>. The CVO Road Glide ST is Harley-Davidson\u2019s 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. [<\/span><a href=\"https:\/\/westcoastharley.com\/news-article\/53055\/new-2024-models#:~:text=In%202023%2C%20the%20CVO%E2%84%A2,the%20exclusive%20Skyline%E2%84%A2%20OS.\" target=\"_blank\" rel=\"noopener\">10<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">3. Evolution<\/span><\/h4>\n<p><span style=\"color: #000000;\">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.<\/span><\/p>\n<p><span style=\"color: #000000;\">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<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-car-dealerships-companies-in-the-world-by-market-cap\">electric vehicles<\/a><span style=\"color: #000000;\">. In Jan 2024, Harley-Davidson <strong>revealed four new 2024 motorcycle models<\/strong>: CVO\u2122 Road Glide ST, Street Glide, CVO Pan America, and Road Glide. These models advance Harley-Davidson\u2019s evolution and navigate in a new generation of touring performance,<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/profitable-global-tech-companies\">technology,<\/a> <span style=\"color: #000000;\">and design. [<\/span><a href=\"https:\/\/www.prnewswire.com\/news-releases\/harley-davidson-ushers-in-a-new-era-of-motorcycle-touring-reimagining-two-of-the-most-iconic-motorcycles-in-history-and-setting-a-new-standard-for-the-future-of-adventure-on-two-wheels-302043424.html\" target=\"_blank\" rel=\"noopener\">11<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">4. Emotion<\/span><\/h4>\n<p><span style=\"color: #000000;\">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 <strong>extensive motorcycle customizations<\/strong>, ensuring each bike makes a personal statement of the owner\u2019s identity and lifestyle.<\/span><\/p>\n<p><span style=\"color: #000000;\">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, <strong>70% of HOG members<\/strong> have a strong emotional connection to Harley-Davidson due to community participation. Harley-Davidson also taps into clients\u2019 emotions through loyalty programs that reward long-term customers. [<\/span><a href=\"https:\/\/www.renascence.io\/journal\/how-harley-davidson-builds-customer-experience-cx-through-community-engagement-and-brand-loyalty#:~:text=3.,highest%2Dquality%20products%20and%20services.\" target=\"_blank\" rel=\"noopener\">12<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/bullfincher.io\/ranking\/profitable-global-auto-manufacturers-companies\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"572\" src=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Most-Profitable-Global-Auto-Manufacturers-Companies-1024x572.png\" alt=\"Most Profitable Global Auto Manufacturers Companies\" class=\"wp-image-3784\" srcset=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Most-Profitable-Global-Auto-Manufacturers-Companies-1024x572.png 1024w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Most-Profitable-Global-Auto-Manufacturers-Companies-300x168.png 300w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Most-Profitable-Global-Auto-Manufacturers-Companies-768x429.png 768w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Most-Profitable-Global-Auto-Manufacturers-Companies-370x207.png 370w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Most-Profitable-Global-Auto-Manufacturers-Companies-270x151.png 270w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Most-Profitable-Global-Auto-Manufacturers-Companies-570x318.png 570w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Most-Profitable-Global-Auto-Manufacturers-Companies-740x413.png 740w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Most-Profitable-Global-Auto-Manufacturers-Companies.png 1377w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n<p style=\"text-align: center;\">Checkout: <a href=\"https:\/\/bullfincher.io\/ranking\/profitable-global-auto-manufacturers-companies\">Most Profitable Global Auto Manufacturers Companies<\/a><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-harley-davidson-s-ambition\">Harley-Davidson\u2019s Ambition<\/h2>\n\n\n\n<p class=\"has-text-color has-background has-link-color has-huge-font-size wp-elements-c3c3bdf8109fb9b5eb25abf7823c6a41\" style=\"color:#333333;background-color:#f3f5f8\"><strong><em><em><em><em><em><em><em><em><em><em><em><em>Build upon our history and lead motorcycle culture into the future.<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<p><span style=\"color: #000000;\">Harley-Davidson states,<\/span><\/p>\n\n\n<p class=\"has-text-color has-background has-link-color has-huge-font-size wp-elements-515c6e0016c3c0d0b9b6332a5eb43167\" style=\"color:#333333;background-color:#f3f5f8\"><strong><em><em><em><em><em><em><em><em><em><em><em><em><em>As the most desirable motorcycle and lifestyle brand in the world, building upon our history and leading motorcycle culture into the future<\/em>. [<a href=\"https:\/\/investor.harley-davidson.com\/our-strategy\/default.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">13<\/a>]<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<p><span style=\"color: #000000;\">How is Harley-Davidson achieving its ambitions?<\/span><\/p>\n<h4><span style=\"color: #000000;\">1. Build on its history to define the future.<\/span><\/h4>\n<p><span style=\"color: #000000;\">Harley-Davidson revolutionized the motorcycle sector with its innovative V-twin and unique designs. The company\u2019s 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.<\/span><\/p>\n<p><span style=\"color: #000000;\">LiveWire and KYMCO expanded their partnership in Nov 2024<strong> to create an electric maxi-scooter<\/strong> 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<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/top-tech-companies-in-the-world-by-assets\">technology<\/a> <span style=\"color: #000000;\">of the future. [<\/span><a href=\"https:\/\/www.kymco.com\/news\/livewire--kymco-strengthen-strategic-partnership-with-new-agreement-to-expand-livewires-s2-portfolio\" target=\"_blank\" rel=\"noopener\">14<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4>2. Leverage its cultural influence to lead moto-culture into the future.<\/h4>\n<p><span style=\"color: #000000;\">Harley-Davidson has defined motorcycle culture since 1903 with unique, customizable bikes, experiences,<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/top-car-parts-companies-in-the-world-by-assets\">accessories<\/a><span style=\"color: #000000;\">, riding gear, and apparel. Its iconic bar-and-shield emblem is one of the world\u2019s most recognized logos. The company aims to leverage these assets to lead moto-culture into the future. For example, in 2023, <strong>Harley-Davidson unveiled H-D Collections<\/strong> with distinct lifestyle apparel lines.<\/span><\/p>\n<p><span style=\"color: #000000;\">H-D Collections builds on 120 years of moto culture to honor the brand\u2019s heritage and <strong>drive Harley-Davidson apparel into the future<\/strong>. The company also leverages community events and experiences through local HOG chapters to maximize its cultural influence. \u201c<em>Harley-Davidson has a tremendous opportunity to build a unique global lifestyle brand rooted in moto-culture<\/em>,\u201d said Chairman, President, and CEO Jochen Zeitz. [<\/span><a href=\"https:\/\/investor.harley-davidson.com\/news\/news-details\/2023\/HARLEY-DAVIDSON-LAUNCHES-H-D-COLLECTIONS-A-GROUPING-OF-LIFESTYLE-APPAREL-LINES-DEFINED-BY-HERITAGE-AND-CRAFTSMANSHIP\/default.aspx\" target=\"_blank\" rel=\"noopener\">15<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/unsplash.com\/@janesky\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski-683x1024.jpg\" alt=\"Image Source Antonio Janeski\" class=\"wp-image-3789\" srcset=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski-683x1024.jpg 683w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski-200x300.jpg 200w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski-768x1152.jpg 768w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski-1024x1536.jpg 1024w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski-370x555.jpg 370w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski-270x405.jpg 270w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski-570x855.jpg 570w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski-740x1110.jpg 740w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/08\/Image-Source-Antonio-Janeski.jpg 1333w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/a><\/figure><\/div>\n\n<p style=\"text-align: center;\">Image Source: <a href=\"https:\/\/unsplash.com\/@janesky\" target=\"_blank\" rel=\"noopener\">Antonio Janeski<\/a><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-harley-davidson-s-strategic-plan\">Harley-Davidson\u2019s Strategic Plan<\/h2>\n\n\n<p><span style=\"color: #000000;\">Harley-Davidson announced The Hardwire in Feb 2021. The Hardwire is a five-year strategic plan (2021-2025) guided by the company\u2019s mission and vision to deliver profitable growth and shareholder value. Its targets include:<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\">Increase profitability and low double-digit EPS growth through 2025.<\/span><\/li>\n<li><span style=\"color: #000000;\">Broaden the customer base view by tailoring each step of the customer journey through multiple channels.<\/span><\/li>\n<li><span style=\"color: #000000;\">Invest in core touring, cruiser, and trike segments to strengthen and grow its position.<\/span><\/li>\n<li><span style=\"color: #000000;\">Expand into the adventure touring segment to unlock untapped volume and margin.<\/span><\/li>\n<li><span style=\"color: #000000;\">Strengthen commitment to electric efforts to lead the future of electric motorcycles.<\/span><\/li>\n<li><span style=\"color: #000000;\">Introduce new parts, accessories, and riding gear to fuel Harley-Davidson as a global lifestyle brand. [<\/span><a href=\"https:\/\/investor.harley-davidson.com\/news\/news-details\/2021\/Harley-Davidson-Unveils-The-Hardwire-Five-Year-Strategic-Plan-Targets-Profitable-Growth-And-Brand-Desirability\/default.aspx\" target=\"_blank\" rel=\"noopener\">16<\/a><span style=\"color: #000000;\">]<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000;\">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\u2019s <strong>most comprehensive product development in the touring platform <\/strong>for over 10 years. [<\/span><a href=\"https:\/\/investor.harley-davidson.com\/news\/news-details\/2024\/Harley-Davidson-Delivers-Fourth-Quarter-Financial-Results-Successfully-Completing-the-Third-Year-of-Hardwire-Strategic-Plan\/default.aspx\" target=\"_blank\" rel=\"noopener\">17<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<ol>\n<li>GuruFocus Research (2024, Feb 8). <a href=\"https:\/\/finance.yahoo.com\/news\/harley-davidson-inc-hog-navigates-121341975.html\" target=\"_blank\" rel=\"noopener\">Harley-Davidson Inc (HOG) Navigates Challenging Environment with Mixed 2023 Financial Results<\/a>. Yahoo Finance<\/li>\n<li>Harley-Davidson, Inc. (2023, Feb 2). <a href=\"https:\/\/investor.harley-davidson.com\/news\/news-details\/2023\/Harley-Davidson-Delivers-Strong-Fourth-Quarter-Financial-Results-Successfully-Completing-Second-Year-of-Hardwire-Strategic-Plan\/default.aspx#:~:text=Freedom%20for%20the%20soul.,.com%20and%20livewi\" target=\"_blank\" rel=\"noopener\">Harley-Davidson reports Fourth Quarter Financial Results and completes Second Year of Hardwire Strategic Plan<\/a>. Harley-Davidson.com<\/li>\n<li>Harley-Davidson, Inc. <a href=\"https:\/\/investor.harley-davidson.com\/our-strategy\/default.aspx\" target=\"_blank\" rel=\"noopener\">Our Strategy: Mission Statement<\/a>. Harley-Davidson.com<\/li>\n<li>Harley-Davidson Motor Co. (2024, Dec 14). <a href=\"https:\/\/www.harley-davidson.com\/us\/en\/motorcycles\/icons.html\" target=\"_blank\" rel=\"noopener\">The Icons Motorcycle Collection<\/a>. Harley-Davidson.com<\/li>\n<li>Sound Harley (2025, Jan 14). <a href=\"https:\/\/soundharley.com\/news-article\/60525\/best-cruiser-bagger-2024-harley-davidson-street-glide\" target=\"_blank\" rel=\"noopener\">Harley-Davidson Street Glide Named Best Cruiser\/Bagger of 2024<\/a>. SoundHarley.com<\/li>\n<li>Lancaster, M. (2024, Sep 4). <a href=\"https:\/\/www.mslmagazine.co.uk\/harley-davidson-croatia-for-the-2025\/\" target=\"_blank\" rel=\"noopener\">Harley-Davidson: Croatia for the 2025 HOG Rally<\/a>. MSL Magazine<\/li>\n<li>ADV (2024, Jan 26). <a href=\"https:\/\/www.advpulse.com\/adv-news\/harley-davidson-launches-cvo-pan-america-for-2024\/\" target=\"_blank\" rel=\"noopener\">Harley-Davidson launches CVO Pan America for 2024<\/a>. ADV Pulse<\/li>\n<li>Harley-Davidson, Inc. <a href=\"https:\/\/investor.harley-davidson.com\/our-strategy\/default.aspx\" target=\"_blank\" rel=\"noopener\">Our Strategy: Vision Statement<\/a>. Harley-Davidson.com<\/li>\n<li>Das, B. (2023, Oct 19). <a href=\"https:\/\/www.wiondrive.com\/features\/revving-through-history-the-harley-davidson-legacy-9913\/\" target=\"_blank\" rel=\"noopener\">Revving through history: The Harley-Davidson legacy<\/a>. Wi On Drive<\/li>\n<li>WC Harley (2024, Feb 1). <a href=\"https:\/\/westcoastharley.com\/news-article\/53055\/new-2024-models#:~:text=In%202023%2C%20the%20CVO%E2%84%A2,the%20exclusive%20Skyline%E2%84%A2%20OS.\" target=\"_blank\" rel=\"noopener\">The New 2024 Bikes Are Here<\/a>! West Coast Harley<\/li>\n<li>Harley-Davidson Motor Company (2024, Jan 24). <a href=\"https:\/\/www.prnewswire.com\/news-releases\/harley-davidson-ushers-in-a-new-era-of-motorcycle-touring-reimagining-two-of-the-most-iconic-motorcycles-in-history-and-setting-a-new-standard-for-the-future-of-adventure-on-two-wheels-302043424.html\" target=\"_blank\" rel=\"noopener\">Harley-Davidson ushers in a new era of motorcycle touring, reimaging two of the most iconic bikes in history<\/a>. PRNewswire<\/li>\n<li>Patov, A. (2024, Sep 7). <a href=\"https:\/\/www.renascence.io\/journal\/how-harley-davidson-builds-customer-experience-cx-through-community-engagement-and-brand-loyalty#:~:text=3.,highest%2Dquality%20products%20and%20services.\" target=\"_blank\" rel=\"noopener\">How Harley-Davidson Builds Customer Experience (CX) Through Community Engagement and Brand Loyalty<\/a>. Renascence<\/li>\n<li>Harley-Davidson, Inc. <a href=\"https:\/\/investor.harley-davidson.com\/our-strategy\/default.aspx\" target=\"_blank\" rel=\"noopener\">Our Strategy: Our Ambition<\/a>. Harley-Davidson.com<\/li>\n<li>KYMCO (2024, Nov 5). <a href=\"https:\/\/www.kymco.com\/news\/livewire--kymco-strengthen-strategic-partnership-with-new-agreement-to-expand-livewires-s2-portfolio\" target=\"_blank\" rel=\"noopener\">LiveWire &amp; KYMCO Strengthen Strategic Partnership with New Agreement to Expand LiveWire\u2019s S2 Portfolio<\/a>. KYMCO.com<\/li>\n<li>Harley-Davidson (2023, Feb 13). <a href=\"https:\/\/investor.harley-davidson.com\/news\/news-details\/2023\/HARLEY-DAVIDSON-LAUNCHES-H-D-COLLECTIONS-A-GROUPING-OF-LIFESTYLE-APPAREL-LINES-DEFINED-BY-HERITAGE-AND-CRAFTSMANSHIP\/default.aspx\" target=\"_blank\" rel=\"noopener\">Harley-Davidson launched H-D Collections lifestyle apparel lines<\/a>. Harley-Davidson.com<\/li>\n<li>Harley-Davidson, Inc. (2021, Feb 2). <a href=\"https:\/\/investor.harley-davidson.com\/news\/news-details\/2021\/Harley-Davidson-Unveils-The-Hardwire-Five-Year-Strategic-Plan-Targets-Profitable-Growth-And-Brand-Desirability\/default.aspx\" target=\"_blank\" rel=\"noopener\">Harley-Davidson Unveils the Hardwire Five-Year Strategic Plan; Targets Profitable Growth and Brand Desirability<\/a>. Harley-Davidson.com<\/li>\n<li>Harley-Davidson, Inc. (2024, Feb 8). <a href=\"https:\/\/investor.harley-davidson.com\/news\/news-details\/2024\/Harley-Davidson-Delivers-Fourth-Quarter-Financial-Results-Successfully-Completing-the-Third-Year-of-Hardwire-Strategic-Plan\/default.aspx\" target=\"_blank\" rel=\"noopener\">Harley-Davidson delivers Fourth Quarter Financial Results and completes the Third Year of Hardwire Strategic Plan<\/a>. Harley-Davidson.com<\/li>\n<li>Featured Image by <a href=\"https:\/\/unsplash.com\/@drivemyart\" target=\"_blank\" rel=\"noopener\">Daniel Th\u00fcrler<\/a><\/li>\n<li>Bike Image by <a href=\"https:\/\/unsplash.com\/@janesky\" target=\"_blank\" rel=\"noopener\">Antonio Janeski<\/a><\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"<p>Products &amp; Services: Motorcycles | Aftermarket Parts &amp; Accessories | Financing | Riding Gear &amp; Apparel | Insurance | Extended Service &amp; Protection Plans | Customization | Test Rides&nbsp; Competitors: Yamaha | Suzuki | Honda | Kawasaki | Indian Motorcycle | Ducati | TVS Motors | Hero MotoCorp | Bajaj Auto | Royal Enfield | [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3767,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-3765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mission-statement"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Blog - Bullfincher<\/title>\n<meta name=\"description\" content=\"What is Harley-Davidson\u2019s mission and vision statement? 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