Harley-Davidson at EICMA 2025: Entering the New Year with Power, Passion, and International Spirit
18.11.2025 | from Harley-Davidson Switzerland GmbH
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18.11.2025, At EICMA 2025, Harley-Davidson concluded an action-packed week, unveiling its vision for 2026, based on power, passion, and international spirit. The company offered an impressive experience with racing innovations and a lifestyle celebrating the freedom of motorcycling to more than 600,000 visitors from all over Italy and beyond.
The highlight was the H-D Bagger World Cup, the global racing series kicking off in 2026. For Harley- Davidson, this marks the beginning of an exciting new chapter in motorsports, offering high-profile bagger races to an international audience at six MotoGP weekends. The series was introduced alongside a prototype racing machine bearing the new logo, generating excitement among fans and media alike. Harley-Davidson also announced the first teams to participate in the number one Bagger World Championship: Saddlemen Racing (USA), Joe Rascal Racing (Australia), and Cecchini Racing (Italy). Each team brings a successful racing history and confidence in victory, having already proven their capabilities internationally.
The US brand's racing ambitions were underscored by the presence of the Harley-Davidson x Dynojet Factory Race Team. Riders Kyle Wyman, Bradley Smith, and James Rispoli have just finished a successful season in the United States, securing titles at the Mission King of the Baggers Championship and the Mission Super Hooligan National Championship. They brought Wyman's racing machine, a replica, and Rispoli's hooligan bike, showcasing cutting-edge technology and emphasizing Harley-Davidson's competitive spirit.
Power was at the heart of the H-D stand. From customizing baggers to racing technology and interactive experiences like the racing simulator, bringing fans closer to the thrill of racing tracks. Visitors were also given an exclusive first look at the 2026 model range, featuring attractive new colour schemes. Highlights included a striking Nightster S in Blood Orange, a sleek Street Glide in Aurora Blue, and a dynamic Low Rider ST in Olive Steel. A chic Heritage Classic in Purple Abyss and a distinctive Breakout in Teal Thunder also drew attention. Seven of the displayed machines were equipped with original accessories to highlight the signature H-D synthesis of style, power, and customizing. More models, including limited edition Custom Vehicle Operations (CVO) types, will be presented on January 14, 2026.
Endless adventures and unyielding robustness took centre stage with Joan Pedrero, who brought his Pan America 1250 ST—the very motorcycle he rode at the Africa Eco Race and the Transitalia Marathon. His stories and his Harley impressively showcased the brand's versatility.
In addition to the Revolution Max models Pan America 1250 and Sportster S, designed for performance and diversity, the custom bike Befuel Nightster was a highlight. Furthermore, live sets from DJ Dallomo, instant photo stations, and interactive gaming tables made the Harley-Davidson experience tangible. It was evident how deeply rooted the brand is in the hearts of motorcyclists with its unique tradition and innovative strength—and of course, Harley-Davidson continues to aim at conquering the roads and racetracks worldwide.
HARLEY-DAVIDSON MEDIA OFFICE SWITZERLAND / SUISSE
/ SVIZZERA
Pablo Morales
c/o Brand Affairs AG
Office +41 44 254 80 00
Mühlebachstrasse 8
8008 Zurich
Switzerland
Image rights: Harley-Davidson Switzerland GmbH
Editor's note: Image rights belong to the respective publisher.
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Harley-Davidson Switzerland GmbH
Harley-Davidson is a globally renowned company and a brand admired by both young and old alike. As a dynamic and growing company, the parent company Harley-Davidson, Inc., which includes the Harley- Davidson Motor Company (HDMC), has continually surpassed its own record results over the past 19 years. Over the past five years, the average annual growth rates have been over 15% for revenue and 27% for profits.
Founded in 1903, Harley-Davidson today stands as a symbol of quintessential American values of individuality, freedom, and a sense of adventure. One of the company's strongest assets is the Harley Owners Group (H.O.G.), which has over 900,000 members worldwide.
The company's motorcycle offering includes 33 Harley-Davidson models, among them the revolutionary VRSC range of powerful custom bikes, as well as a series of sports and standard models from its subsidiary, the Buell Motorcycle Company.
The areas of motorcycles (80% of sales), parts and accessories (16%), and MotorClothes—clothing and collector's items (4%)—allow Harley-Davidson to offer the ultimate motorcycle experience. This offering is complemented by Harley-Davidson Financial Services, Inc., which provides financing, insurance, and credit card programs.
Note: The "About Us" text is taken from public sources or from the company profile on HELP.ch.
Source: Harley-Davidson Switzerland GmbH, Press release
Original article published on: Harley-Davidson auf der EICMA 2025: Mit Power, Leidenschaft und internationalem Spirit ins neue Jahr