Harley-Davidson's Slogans & Taglines

Harley-Davidson, Inc. is an American motorcycle manufacturer founded in 1903 by William S. Harley and Arthur Davidson in Milwaukee, Wisconsin. The company began in a small backyard shed, producing its first motorcycle that year and introducing the iconic V-twin engine by 1909. It supplied motorcycles to the U.S. military during both World Wars and survived the Great Depression as one of only two American motorcycle manufacturers to remain in business. After declining quality under AMF ownership from 1969 to 1981, investors led by Willie G. Davidson bought the company back, initiating a remarkable revival. Today, Harley-Davidson produces Touring, Cruiser, Sportster and electric LiveWire models, and operates the Harley Owners Group (H.O.G.), the largest factory-sponsored motorcycle club.

Core offerings include heavyweight motorcycles, parts and accessories, general merchandise, and financial services. Brand messaging has evolved from the 1912 claim The Motorcycle That Is Not Uncomfortable to the enduring anthem Live to Ride, Ride to Live. In 2008, the company adopted Screw It, Let’s Ride, and in 2017 introduced All for Freedom, Freedom for All. The current mission statement, More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul., encapsulates the brand’s commitment to the open road.