Harley-Davidson, Inc.

Harley-Davidson, Inc. is an American motorcycle manufacturer and lifestyle brand headquartered in Milwaukee, Wisconsin, at 3700 W. Juneau Avenue. Founded in 1903, the company's mission is to fulfill dreams of personal freedom through the experiences of motorcycling, emphasizing the timeless pursuit of adventure.

The company's primary offerings include a diverse range of motorcycles, from traditional heavyweight, air-cooled cruisers to more contemporary models like the Pan America, Sportster S, and Nightster, as well as electric motorcycles under the LiveWire brand. Beyond vehicles, Harley-Davidson also provides a comprehensive suite of products and services, including genuine parts and accessories, riding gear and apparel, and financial services such as financing and insurance. The company markets its products and services globally, aiming to serve motorcycle riders worldwide and the general public.

Harley-Davidson, Inc. is led by President and CEO Artie Starrs. The company recently announced a "Back to the Bricks" strategy in June 2026, which involves returning the production of its Revolution® Max platform for North America to U.S. facilities in Pennsylvania and Wisconsin. This move supports skilled union jobs and strengthens its American manufacturing footprint. Additionally, the company is transitioning its Financial Services segment to a capital-light model and has undergone recent leadership changes in late 2025 and early 2026 to strengthen commercial, dealer, marketing, and operational infrastructure. Harley-Davidson remains an iconic brand, adapting to evolving market dynamics and competition while focusing on strategic growth and innovation, including in the electric motorcycle segment.