Harley-Davidson launches RIDE
The new H-D brand platform RIDE
A new global brand platform paves the way for Harley-Davidson's future while honoring the brand's past
Official press release from Harley-Davidson
With RIDE, Harley-Davidson introduces a new global brand platform and at the same time announces the relaunch of the brand ahead of the corporate strategy in May 2026.
FRANKFURT (09.04.2026) - The global launch of RIDE is revitalizing the Harley-Davidson the brand anew. It's a revamped brand platform that honors more than a century of motorcycle culture, is designed for the riders of our era and paves the way for Harley-Davidson into the future.
RIDE - in German „Motorradfahren“ - is more than just a word. It's the idea that defines and drives Harley-Davidson, it's the actions and feelings associated with it, and the attitude to life that has been firmly associated with the brand since the company was founded in 1903. It's not just about owning a motorcycle from Milwaukee, it's about a true community of passionate riders. RIDE is about bringing people together, blowing minds and putting miles on the road. Stories be transformed. RIDE thus underlines the enormous importance of life on two wheels.
Key statement from Harley-Davidson
RIDE should not only stand for the motorcycle itself, but for the attitude to life, the community and the stories that arise from riding.
„I'm excited to launch the RIDE platform as a reboot of the brand ahead of our corporate strategy launch in May. RIDE celebrates the fun and joy people experience riding what we believe is the best motorcycle in the world, a Harley-Davidson,“ said Artie Starrs, President and CEO of Harley-Davidson. Chief Executive Officer from Harley-Davidson.
With the launch of RIDE, Harley-Davidson presents a new visual identity centered around the return of the classic Bar & Shield logo - a tribute to the company's beginnings and a sign of the role history continues to play in shaping the future.
The platform's debut will be celebrated with a video brought to life to the iconic song „On the Road Again“ by Willie Nelson, featuring genuine, authentic footage of real riders and the joy of RIDE, riding a motorcycle. The spot highlights the spirit of the road and the lifestyle that surrounds it - a community that Harley-Davidson created and continues to foster.
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Seit über einem Jahrhundert definiert Harley-Davidson, was es bedeutet, Motorrad zu fahren. RIDE ist das nächste Kapitel, das jedem Fahrer den Weg ebnet – denjenigen, die von Anfang an dabei waren, und allen, die bereit sind, sich der Gemeinschaft anzuschließen. Das Fazit: mehr Biker, mehr Motorcycle tours, more freedom and more stories to tell.
Text and picture credits
Harley-Davidson