After the Hardwire and Rewire programs, The Motor Company is getting back in the saddle and focus on the RIDE. “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,” claimed Artie Starrs, President and CEO, Harley-Davidson. With the launch of RIDE, Harley-Davidson unveils a new visual identity, anchored by the return of the historic Harley-Davidson 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.
More than a word, RIDE is, at its core, the very idea that defines and drives Harley-Davidson, said Starrs. It is an action, a feeling, and a way of life that has been embedded into the brand since its founding in 1903. “Harley-Davidson doesn’t have merely owners, rather a community of passionate riders. The very notion of RIDE brings people together, clears the mind, and turns miles into stories, reaffirming that life is better on two wheels.”
The platform debut comes to life through a video set to the iconic Willie Nelson’s “On The Road Again,” featuring raw, authentic footage of real riders and the joy of the RIDE. The visual spotlights the true spirit of the open road and the culture that exists around it, a community Harley-Davidson originated and continues to champion. The video will air nationally across broadcast and streaming platforms, along with a comprehensive internal and external integrated campaign. See it here:
