Mission Statement, Vision, & Core Values of Harley-Davidson, Inc. (HOG)

Ever wondered what drives a legendary brand like Harley-Davidson (HOG)? How does a company with such a rich history stay relevant in today's rapidly changing market? The answer lies in its clearly defined mission, vision, and core values, which shape its strategic direction and influence its day-to-day operations.

But how do these statements translate into real-world performance, especially considering the challenges Harley-Davidson faced in 2024, such as a 17% decrease in global motorcycle shipments and a 15% drop in HDMC revenue? Let's delve into the core principles that guide this iconic motorcycle manufacturer and see how they align with its financial results and future outlook.

Harley-Davidson, Inc. (HOG) An Overview of

Harley-Davidson, Inc. (HOG), a prominent name in the motorcycle industry, has a rich history dating back to 1903. Founded in Milwaukee, Wisconsin, it has grown into a global brand synonymous with American motorcycle culture. The company primarily designs, manufactures, and sells heavyweight motorcycles, as well as motorcycle parts, accessories, apparel, and related services.

As of April 2025, Harley-Davidson continues to be a leading manufacturer of motorcycles, offering a wide range of models catering to various customer segments. These include touring bikes, cruisers, and adventure touring motorcycles. The company also licenses its brand for a variety of merchandise, extending its reach beyond its core products. More insights about Harley-Davidson's journey are available: Harley-Davidson, Inc. (HOG): History, Ownership, Mission, How It Works & Makes Money

In the fiscal year 2024, Harley-Davidson reported strong financial results. The company's revenue reached record levels, driven primarily by strong sales of its motorcycles. A significant portion of this revenue came from North America, but the company also saw growth in international markets. The financial performance reflects the brand's continued strength and its ability to resonate with customers worldwide.

Here's a brief overview of their offerings:

• Motorcycles: A diverse range including touring, cruiser, and adventure models.
• Parts and Accessories: Enhancements and customization options for motorcycles.
• Apparel: Branded clothing and riding gear.
• Services: Maintenance, repair, and financing options.

Harley-Davidson's position as an industry leader is built on a foundation of iconic design, a strong brand identity, and a loyal customer base. The company has successfully navigated market challenges and continues to evolve its product line to meet changing consumer preferences. To truly understand the factors that contribute to Harley-Davidson's enduring success, delve deeper into its mission, vision, and core values, which guide its strategic decisions and shape its corporate culture.

Harley-Davidson, Inc. (HOG) Mission Statement

Harley-Davidson's mission statement is 'More Than Machines, it’s a timeless pursuit of adventure for our soul.' This statement reflects a shift from merely manufacturing motorcycles to fostering a lifestyle and community centered around freedom, adventure, and personal expression. The mission encompasses not just the product but the entire experience of owning and riding a motorcycle.

Here are the core components of Harley-Davidson's mission statement:

• More Than Machines: This element emphasizes that Harley-Davidson offers more than just motorcycles; it sells a lifestyle and an experience.
• Timeless Pursuit of Adventure: This highlights the brand's dedication to the spirit of adventure that transcends time.
• For Our Soul: This connects the brand to the emotional and personal fulfillment customers seek through their products.

Each element of the mission statement contributes to the overall brand identity and strategic direction of the company. By focusing on these core aspects, Harley-Davidson aims to cultivate a strong connection with its customers, fostering loyalty and driving long-term growth. You might also be interested in: Exploring Harley-Davidson, Inc. (HOG) Investor Profile: Who’s Buying and Why?

The 'More Than Machines' component signifies a move beyond the tangible product. Harley-Davidson aims to provide customers with an experience, a sense of belonging, and a way to express themselves. This is achieved through various means, including:

• Events and Rallies: Organizing events like the annual Sturgis Motorcycle Rally, which attracts hundreds of thousands of riders, helps build a community around the brand.
• Customization Options: Offering extensive customization options allows riders to personalize their bikes, reflecting their unique identities.
• Apparel and Merchandise: Selling branded apparel and merchandise extends the Harley-Davidson lifestyle beyond the motorcycle itself.

The 'Timeless Pursuit of Adventure' aspect speaks to the enduring appeal of motorcycles and the open road. Harley-Davidson leverages this by:

• Heritage and History: Emphasizing its rich history and heritage, dating back to 1903, to convey a sense of tradition and timelessness.
• Design and Innovation: Balancing classic designs with modern technology to appeal to both traditionalists and new riders.
• Global Presence: Expanding its reach globally to tap into new markets and introduce the Harley-Davidson experience to diverse cultures.

The 'For Our Soul' element taps into the emotional connection riders have with their motorcycles. This is fostered by:

• Brand Storytelling: Sharing stories of riders and their experiences to create an emotional connection with the brand.
• Customer Engagement: Engaging with customers through social media and online forums to build a sense of community.
• Philanthropy: Supporting charitable causes and initiatives that align with the brand's values and resonate with its customer base.

Harley-Davidson's commitment to these values is reflected in its financial performance and market position. For example, in the fiscal year 2024, the company reported revenue of over $5 billion, with motorcycles and related products accounting for a significant portion of the sales. This demonstrates the brand's ability to translate its mission into tangible business results.

Furthermore, Harley-Davidson invests significantly in research and development to ensure its products meet the highest standards of quality and performance. In 2024, the company allocated over $150 million to R&D, focusing on new technologies and innovations to enhance the riding experience. This commitment to quality is crucial for maintaining customer loyalty and driving long-term growth.

Harley-Davidson, Inc. (HOG) Vision Statement of

Harley-Davidson, Inc. (HOG) articulates its vision through a mission statement and a set of core values that guide its operations and strategic decisions. Understanding these elements provides insight into the company's goals, culture, and approach to the motorcycle industry. As of April 2025, the vision reflects a blend of heritage and future aspirations, focusing on leading the industry and creating value for stakeholders. For a deeper dive into the company's financial standing, check out Breaking Down Harley-Davidson, Inc. (HOG) Financial Health: Key Insights for Investors.

Harley-Davidson's mission is more than just building motorcycles; it's about fulfilling dreams through the experience of motorcycling. This mission encompasses several key aspects:

• Fulfilling Dreams: The company aims to tap into the emotional connection riders have with their motorcycles, offering them a sense of freedom, adventure, and self-expression.
• The Experience: It's not just about the product, but also the lifestyle and community that comes with owning a motorcycle. This includes events, clubs, and a strong brand identity.
• Motorcycling: Harley-Davidson focuses on motorcycles and related products, leveraging its expertise and brand reputation in this specific market.

This mission is underpinned by a commitment to innovation, quality, and customer satisfaction. Harley-Davidson aims to create products and experiences that resonate with its customer base, fostering loyalty and advocacy.

The core values of Harley-Davidson are the guiding principles that shape the company's culture and decision-making processes. These values are essential for maintaining brand integrity and achieving long-term success.

• Tell the Truth: This value emphasizes honesty and transparency in all interactions, whether with customers, employees, or stakeholders.
• Be Fair: Treating everyone with respect and equity is crucial. This includes fair pricing, ethical business practices, and equal opportunities for employees.
• Keep Promises: Harley-Davidson values commitment and reliability. The company strives to honor its commitments to customers, employees, and partners.
• Respect the Individual: Recognizing the value of each person and their unique contributions is a key value. This fosters a culture of inclusivity and collaboration.
• Encourage Intellectual Curiosity: Promoting a culture of learning and innovation is essential for staying competitive. Harley-Davidson encourages employees to explore new ideas and technologies.

These core values are integrated into the company's operations, influencing everything from product development to customer service. They reflect a commitment to ethical conduct and sustainable business practices.

Harley-Davidson's mission and core values have significant strategic implications. The company's focus on the motorcycle experience drives investments in events, clubs, and brand-building activities. The commitment to innovation leads to ongoing research and development efforts, aimed at improving product performance and sustainability.

In recent years, Harley-Davidson has faced challenges such as shifting demographics and evolving consumer preferences. In response, the company has pursued strategies to expand its reach, including developing electric motorcycles and targeting new customer segments. These efforts align with the company's mission of fulfilling dreams and embracing innovation.

For instance, in the fiscal year 2024, Harley-Davidson invested approximately $150 million in research and development to enhance its product line and explore new technologies. The company also allocated $20 million to marketing initiatives aimed at attracting younger riders and expanding its international presence. These investments reflect a strategic commitment to long-term growth and sustainability.

Harley-Davidson, Inc. (HOG) Core Values of

While specific, officially-declared core values for Harley-Davidson, Inc. (HOG) are not explicitly and publicly listed as of April 2025, the company's actions, mission, and vision imply several core values. These can be inferred from their strategic priorities, investor communications, and overall brand ethos. The inferred core values revolve around community, innovation, and commitment to their customers. You can also learn more about the company from Harley-Davidson, Inc. (HOG): History, Ownership, Mission, How It Works & Makes Money

Community

Harley-Davidson fosters a strong sense of community among its riders. This value emphasizes the importance of shared experiences, camaraderie, and loyalty among Harley owners and enthusiasts. The company actively supports and promotes riding clubs, events, and gatherings that bring riders together. For example, Harley-Davidson's sponsored events like the annual Sturgis Motorcycle Rally and various local H.O.G. (Harley Owners Group) rallies demonstrate their commitment to building and nurturing this community. These events often see participation from hundreds of thousands of riders, contributing significantly to local economies.

The Harley Owners Group (H.O.G.) itself is a prime example of community in action. With numerous chapters worldwide, H.O.G. organizes rides, charity events, and social gatherings that strengthen the bonds between riders. As of 2024, H.O.G. boasts hundreds of thousands of members globally, reflecting the brand’s success in cultivating a loyal customer base. These community-building efforts not only enhance customer loyalty but also drive sales and brand advocacy.

Innovation

Harley-Davidson has a long history of innovation, constantly evolving its motorcycles and business practices to meet changing market demands. This value is reflected in their ongoing investments in research and development, the introduction of new models, and the adoption of advanced technologies. For example, the development and launch of electric motorcycles like the LiveWire demonstrate Harley-Davidson's commitment to innovation and sustainability. In 2024, the company allocated a significant portion of its capital towards R&D, focusing on electric vehicle technology and improved performance for its traditional motorcycles.

Recent initiatives also include incorporating advanced manufacturing techniques and digital technologies to enhance production efficiency and product quality. The company’s focus on innovation extends beyond product development to include customer experience, with investments in digital platforms and personalized services. For instance, Harley-Davidson's mobile app provides riders with real-time vehicle data, navigation, and community features, enhancing the overall riding experience.

Commitment to Customers

Harley-Davidson places a high priority on customer satisfaction and loyalty. This value is evident in their efforts to provide exceptional service, build strong relationships with customers, and create products that meet their needs and expectations. The company continuously seeks feedback from riders and incorporates it into their product development and service improvements. For example, Harley-Davidson’s customer service programs and warranty offerings are designed to provide riders with peace of mind and ensure a positive ownership experience.

The company's dedication to customer commitment is also reflected in its personalized marketing efforts and loyalty programs. Harley-Davidson uses data analytics to understand customer preferences and tailor its communications and offerings accordingly. This approach has proven effective in retaining customers and attracting new riders to the brand. In 2024, customer satisfaction surveys indicated a high level of brand loyalty, with a significant percentage of Harley owners expressing their intent to purchase another Harley-Davidson motorcycle in the future.