HARLEY-DAVIDSON LAUNCHES “RIDE”

• A new global brand platform sets the stage for a new era while honoring its heritage
  
  

Harley-Davidson reignites its legacy with the global launch of “RIDE,” a refreshed brand platform that celebrates more than a century of shaping motorcycle culture while paving the way for the brand’s future. Designed for today’s riders, “RIDE” captures the spirit, energy, and identity that have defined Harley-Davidson since 1903, ushering in a new era grounded in both innovation and heritage.

More than just a word, “RIDE” represents the essence of Harley-Davidson—it is an action, a feeling, and a way of life shared by a passionate global community. Beyond ownership, the brand fosters a culture where riders connect through the open road, turning every mile into a story. This philosophy reinforces the belief that life is best experienced on two wheels, bringing clarity, freedom, and a deep sense of belonging to those who ride.

“I’m thrilled to launch the RIDE platform as a full reset of the brand ahead of our company strategy rollout in May. It celebrates the fun and joy people experience riding the world’s greatest motorcycle, a Harley-Davidson,” said Artie Starrs, President and CEO. The launch also introduces a renewed visual identity, highlighted by the return of the iconic Harley-Davidson Bar and Shield logo—a tribute to the brand’s origins and a symbol of its enduring legacy.

Bringing the platform to life is a powerful campaign set to On the Road Again by Willie Nelson, featuring authentic footage of real riders embracing the freedom of the open road. Rolling out across broadcast and streaming platforms, the campaign underscores Harley-Davidson’s role in building a global riding community. As the company looks ahead, “RIDE” marks the next chapter—welcoming new generations of riders while celebrating those who have defined the journey. More riders. More rides. More freedom. More stories to be told.