Harley-Davidson Launches RIDE

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Harley-Davidson Launches RIDE

10.04.2026 | from Harley-Davidson Switzerland GmbH

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Image rights: Harley-Davidson Switzerland GmbH

10.04.2026, With the global launch of RIDE, Harley-Davidson rejuvenates the brand. It is a revamped brand platform that honors more than a century of motorcycle culture, designed for riders of our era and paving the way for Harley-Davidson's future.

A new global brand platform paves the way for the future of Harley-Davidson while honoring the brand's past.

RIDE is more than just a word; it represents the spirit that defines and drives Harley-Davidson, the actions and emotions associated with it, and the mindset towards life that has been ingrained with the brand since the company's founding in 1903. It's about more than merely owning a motorcycle from Milwaukee; it is a genuine community of passionate riders. Under the concept of RIDE, people come together, clear their minds, and transform miles into stories – highlighting the immense importance of life on two wheels.

'I am excited to launch the RIDE platform as a brand reboot ahead of the introduction of our corporate strategy in May. RIDE celebrates the fun and joy people experience when riding what we believe to be the best motorcycle in the world, a Harley-Davidson,' explains Artie Starrs, President and Chief Executive Officer of Harley-Davidson.

With the launch of RIDE, Harley-Davidson unveils a new visual identity centered around the return of the classic Bar & Shield logo – an homage to the company's beginnings and a testament to the enduring role of history in shaping the future.

The debut of the platform is brought to life with a video set to the iconic song 'On the Road Again' by Willie Nelson, showcasing raw, authentic footage of real riders and the joy of RIDE, the experience of riding a motorcycle. The spot highlights the spirit of the road and the lifestyle surrounding it – a community that Harley-Davidson brought to life and continues to nurture.

For over a century, Harley-Davidson has defined what it means to ride a motorcycle. RIDE is the next chapter, clearing the path for every rider – those who have been there from the start and those ready to join the community. The conclusion: more bikers, more motorcycle tours, more freedom, and more stories to tell.

PRESS CONTACTS: HARLEY-DAVIDSON INTL.: Jenni Coats / jenni.coats@harley-davidson.com Lede Company / harley@ledecompany.com

HARLEY-DAVIDSON MEDIA OFFICE SWITZERLAND / SUISSE / SVIZZERA Pablo Morales c/o Brand Affairs AG Office +41 44 254 80 00 Mühlebachstrasse 8 / 8008 Zürich / Switzerland

Editor's note: Image rights belong to the respective publisher. Image rights: Harley-Davidson Switzerland GmbH

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Harley-Davidson Switzerland GmbH

Harley-Davidson is a globally recognized company and brand admired by both young and old. As a dynamic and growing company, the parent company Harley-Davidson, Inc., which includes the Harley-Davidson Motor Company (HDMC), has consistently surpassed its own record results over the past 19 years. In the last five years, the average annual growth rates have been over 15% for revenue and 27% for profit.

Founded in 1903, Harley-Davidson today stands as a symbol of the quintessential American values of individuality, freedom, and 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 offerings include 33 Harley-Davidson models, including the revolutionary VRSC series of high-performance custom bikes, as well as a range of sport and standard models from the subsidiary Buell Motorcycle Company.

The areas of motorcycles (80% of revenue), parts and accessories (16%), and MotorClothes – clothing and collector's items (4%) enable 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 startet RIDE

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