#5 – Harley Davidson: Freedom For The Soul

Illustrated Purpose Statements From Around the World

“We stand for the timeless pursuit of adventure. Freedom for the soul.”

by Harley-Davidson Motor Company, the iconic American motorcycle brand born in Milwaukee, Wisconsin.

Founded in 1903, Harley-Davidson is a symbol, a cultural force. Its purpose has always transcended engineering, speaking to the universal desire for freedom, adventure, and self-expression.

Guided by this enduring purpose, Harley-Davidson Motor Company grew into one of the world's most recognized brands.

By the early 2000s, the company reached record revenues of $5.8B and a global expansion to over 100 countries.

One of the most powerful expressions of its purpose is the Harley Owners Group (H.O.G.), created in 1983.

Today, it counts over 1,400 chapters and more than 1 million members worldwide, making it the world’s largest manufacturer-sponsored motorcycle club.

Yet in recent years, Harley-Davidson faced challenges: an aging customer base, shifting cultural trends, and rising competition.

The company responded with The Hardwire, a strategy that refocuses on its core strengths, while embracing electric innovation and expanding its brand appeal.

Since its launch in 2021, Harley has stabilized and redefined its ambitions for the future.