Harley-Davidson launches RIDE

Harley-Davidson has reignited the brand with the global launch of ‘RIDE,’ a refreshed platform that honours more than a century of driving motorcycle culture. RIDE is also described as being designed for the riders of today, while paving a path forward for Harley-Davidson.  

The first major initiative to come from new CEO, Artie Starrs, who replaced Jochen Zeitz last October, RIDE is described as the very idea that defines and drives Harley-Davidson - an action, a feeling and a way of life that has been embedded in the brand since its founding in 1903.

Recognising Harley-Davidson customers as a community of passionate riders, rather than just owners, RIDE aims to bring people together and turns miles (or kilometres in our case) into stories, reaffirming that life is better on two wheels. 

RIDE isn’t just for Harley stalwarts, either. It celebrates riders who have been wedded to Harley-Davidson long term, as well as newcomers ready to join the brand for the road ahead.

This new platform for Harley-Davidson features a new visual identity, anchored by the return of the historic Bar and Shield logo; a nod to where it all began and a signal to the role heritage continues to play in shaping the future of Harley-Davidson. A related video, set to the tune of Wille Nelson’s On the Road Again, features authentic footage of real Harley-Davidson riders. Check out the full-length RIDE video here.  

“I’m thrilled to launch the RIDE platform as a full reset of the brand ahead of our company strategy rollout in May. It celebrates the fun and joy people experience riding the world’s greatest motorcycle, a Harley-Davidson,” said Artie Starrs, President and CEO.