Harley-Davidson, Inc.

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 brand in the world. • Our Mission: More than building machines, we stand for the timeless pursuit of adventure.

Freedom for the soul. • Our Vision: Building our legend and leading our industry through innovation, evolution and emotion. Our Mission and Vision honor our past and help define our future.

And what we hope you see in these guiding statements is a consumer-led company that’s driven to win, lead and deliver a Harley-Davidson experience that our riders expect and deserve – one where adventure and “freedom for the soul” are the payoff.