Harley-Davidson

Our Company 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 and lifestyle brand in the world. Today, we continue to define motorcycle culture and lifestyle, evoking soul-stirring emotion reflected in every product and experience we deliver - like we have for well over a century and will for generations to come. OUR MISSION More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Desirability is a motivating force driven by emotion. Harley-Davidson has long been associated with igniting desirability - it’s in our DNA and embedded in Our Vision; it is at the heart of Our Mission and it is part of our legacy. To enhance our position as the most desirable motorcycle and lifestyle brand in the world, we will: - Design, engineer and advance the most desirable motorcycles in the world - reflected in quality, innovation, and craftsmanship - Build a lifestyle brand, valued for the emotion reflected in every product and experience for riders and non-riders alike - Focus on our customers, delivering adventure and freedom for the soul