New Harley-Davidson global brand platform dubbed RIDE signals fresh direction while leaning on heritage.
Harley-Davidson has unveiled a new global brand platform dubbed RIDE, positioning it as a reset for the company as it prepares to roll out its next phase of strategy.
The new platform is designed to reconnect with the brand’s core identity while appealing to a new generation of riders. According to Harley-Davidson, the initiative builds on more than a century of motorcycle culture while setting a direction for the future.
At its core, RIDE is intended to capture the essence of motorcycling as both an activity and a lifestyle, reinforcing the brand’s long-standing focus on community and rider experience.
“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, Harley-Davidson.
The new platform also introduces an updated visual identity, highlighted by the return of the historic bar and shield logo. Harley-Davidson says the move is intended to reinforce its heritage while signalling its ongoing relevance in a changing motorcycle landscape.
The RIDE campaign will be supported by a global rollout, including a feature video set to Willie Nelson’s On the Road Again, showcasing real riders and aiming to capture the culture and experience associated with the brand. The campaign is set to run across broadcast and streaming platforms, backed by a broader integrated marketing push.
Harley-Davidson says the RIDE platform represents the next chapter for the company, with a focus on growing its rider base and strengthening connections within its global community.
With more details on the company’s broader strategy expected in May, the launch of RIDE marks an early indication of how Harley-Davidson intends to balance its heritage with a push toward future growth.
