Harley-Davidson Motor Company

“Back to the Bricks” isn’t just a tagline - it’s a focused path back to growth. Our strategy lays out a clear, three-phase plan to restore profitability and accelerate long-term value creation: 🔹 Reset (Now): Strengthening the foundation with $150M+ in cost savings, dealer inventory optimization, and a reimagined marketing approach 🔹 Growth (2027–2028): Building a more rider-centric portfolio, unlocking Parts & Accessories opportunities, and deepening rider engagement 🔹 Value Creation (2029+): Expanding the ecosystem - from apparel to pre-owned motorcycles - to drive sustained enterprise value At the core of it all: ✔️ A rider-first mindset ✔️ A stronger dealer network ✔️ The full power of the brand With a targeted path to exceed $350M in HDMC EBITDA by 2027, we’re taking decisive action today to shape tomorrow’s growth. #Strategy #Growth #HarleyDavidson

Celebrate Milwaukee's 414 Day at the Harley-Davidson Museum on Tuesday, April 14, 2026. Spend the day exploring the Museum (open from 10 AM to 5 PM) and then raise a glass for a toast to our hometown at 4:14 PM at MOTOR Bar & Restaurant. Psst…the first 414 guests to purchase tickets online can enjoy Museum admission for just $4.14. 

More than a word. A mindset. A movement. This week, we launch RIDE — our new global brand platform and a bold step into the next chapter of Harley-Davidson. For over 120 years, we’ve built more than motorcycles. We’ve built a culture. A community. A way of life. RIDE captures what’s always driven us forward — the feeling of freedom, the power of connection, and the simple joy of the open road. This is a reset. A return to our roots. And a renewed commitment to riders everywhere — from lifelong enthusiasts to the next generation discovering two wheels for the first time. Because at our core, it’s always been about one thing — the RIDE: 👉 Riding brings us together. 👉 Riding clears the mind. 👉 Riding turns miles into stories. The road ahead is open. Join us for the RIDE. #HarleyDavidson #RIDE #MotorcycleCulture #Freedom #BrandLaunch

There’s nothing quite like being back together.   This week, we’re celebrating our return to Harley-Davidson’s iconic home in Milwaukee’s Near West Side. At H-D being in person isn’t just about efficiency and collaboration - it’s about the culture, the connection and the moments we share.   Plus, it definitely makes those after-work group rides a lot easier!   Welcome back, Team MKE. It’s good to be back to the bricks.

On March 20, Harley‑Davidson Nights, a global open‑house concept celebrating the lifestyle and community at the heart of our brand, lit up dealerships across APAC, EMEA, and LATAM. Apparel, customization, and self‑expression took centerstage, giving dealerships the chance to showcase what makes our culture so unique. A huge thank you to our international teams and dealer network for bringing Harley‑Davidson Nights to life. Together, you made it truly legendary.

The new global championship in partnership with MotoGP™ officially came to life alongside the MotoGP™ Grand Prix of the Americas in Austin, Texas. Over the weekend, both the races of the weekend were fought until the final laps, producing the first two winners in the history of the category. Archie McDonald (Joe Rascal Racing) claimed victory in Race 1 on Saturday, while Oscar Gutiérrez (Niti Racing) secured the win in Race 2 on Sunday. Learn more on the dedicated FIM Harley-Davidson Bagger World cup here. https://lnkd.in/gM-c3NmF

Thank you, Harley‑Davidson volunteers, for supporting Discovery World’s annual Girls & STEM event earlier this month. It was an inspiring day dedicated to empowering future innovators, creators, and problem‑solvers.

The 2026 Let’s Ride Challenge® Ride for Heroes is on! Building on the momentum of last year, riders can visit participating H-D dealerships to validate mileage, collect keywords, and compete for top leaderboard positions — all while riding to unlock up to $1 million in support for military, veteran, and first responder charities.   Visit a participating H-D dealership to register for the 2026 Let’s Ride Challenge® Ride for Heroes (February 27 – October 31, 2026). 

We had so much fun at the 85th Annual Daytona Bike Week, with jaw‑dropping stunt shows, incredible motorcycle displays, heart‑pounding racing, and nonstop entertainment from start to finish. Thank you to everyone who stopped by the Harley‑Davidson Event Headquarters and rode with us in Daytona.

Once again, Harley-Davidson will be the “Official Motorcycle of Summerfest” and take center stage as the presenting sponsor of Summerfest’s Official Celebration of America’s 250th on July 4, 2026. We’re looking forward to celebrating 250 years of America together with our riders, dealers and fans right here in our hometown of Milwaukee. See you at Summerfest! https://lnkd.in/dX_yvCwi