Harley-Davidson, Inc. (H-D), headquartered in Milwaukee, Wisconsin, is an American motorcycle manufacturer and lifestyle brand. Founded in 1903 by William Harley and Arthur Davidson, it is known for its heavyweight, air-cooled cruiser motorcycles. Harley-Davidson has survived periods of economic hardship, intense competition, and various ownership arrangements to become an iconic brand with a loyal following. The company manufactures motorcycles in the U.S. (Pennsylvania and Wisconsin), Brazil, and Thailand. Beyond motorcycles, Harley-Davidson licenses and markets branded merchandise, including apparel, home décor, and toys.
Artie Starrs is the President and CEO as of October 1, 2025. Other key leaders include Jonathan Root (Chief Financial and Commercial Officer), Bryan Niketh (Chief Operating Officer), Matt Ryan (Chief Marketing and Technology Officer), and Marcus Fischer (Chief Brand Officer). Harley-Davidson held approximately 34% of the heavyweight domestic motorcycle market in 2025. However, the company has faced challenges, including a 23.2% revenue drop in Q1 2025 and a 7.1% decrease in worldwide dealer retail unit sales in 2024 compared to 2023. Recently, Harley-Davidson's stock hit a 52-week low. The company intends to repurchase common stock and redeem certain guaranteed notes.