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SHARPENING FOCUS, REIGNITING OUR CULTURE

SHARPENING FOCUS, REIGNITING OUR CULTURE

Harley-Davidson is evolving its culture to drive a high-performing, winning organization. The company is ramping up the competitive spirit of its employees and dealers to promote the heritage and value of the Harley-Davidson brand. Earlier this year, the company revealed a new vision and mission that are guiding and defining the company's roadmap.

Vision: Building our legend and leading our industry through innovation, evolution and emotion.

Mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

With an exciting year ahead, stay tuned for the latest news as we do our part to make this vision and mission a reality.