With Harley dealers as the unifying element, The Motor Company has launched the 2025 Let’s Ride Challenge – Ride for Heroes. Rather than the fictional Captain America and Bucky Barnes, the Challenge is intended as a tribute to real life heroes, including active military, veterans and first responders who sacrifice so much to protect and serve our communities. By logging miles and connecting with authorized Harley-Davidson dealerships, every ride becomes a statement of gratitude. Every mile matters, because each one brings us closer to a $1 million donation in support of the heroes who have our backs every day, including 1 Soldier 1 Dog 1 Team, American Legion Riders, Combat Veterans Motorcycle Association, Hanks for Our Troops, Motorcycle Missions, National Association of Buffalo Soldiers and Troopers, Rolling Thunder, Wounded Warrior Project and Veterans of Foreign Wars. The Let’s Ride Challenge Ride for Heroes runs from March 28 to October 31, 2025.
“Harley-Davidson owners live to ride – for freedom and for adventure – but they also ride with heart,” explains Theo Keetell, Harley-Davidson Vice President of Marketing. “The Let’s Ride Challenge – Ride for Heroes is about getting out on the open road and riding with purpose. It’s a meaningful way for riders to support the communities that serve us all, simply by doing what they already love to do: ride Harley-Davidson motorcycles. It’s the ultimate expression of our 2025 campaign: Our Road. Our Rules. Let’s Ride.”
The organizations supported by Let’s Ride Challenge Ride for Heroes are: Any U.S. resident with a Harley-Davidson VIN can scan the 2025 Let’s Ride Challenge Ride for Heroes in-store QR code and enter the registration information, including your motorcycle VIN at all authorized Harley-Davidson dealerships. A dealer representative will then validate the mileage. The more riders visit dealers to update mileage and collect keywords between March 28 and October 31, 2025, the higher the Rev Score. The highest Rev Score for each of the five tiers will win a 2025 Harley-Davidson motorcycle:
- Silver Tier: 2025 Harley-Davidson Nightster model
- Gold Tier: 2025 Harley-Davidson Street Bob model
- Platinum Tier: 2025 Harley-Davidson Fat Boy model
- Diamond Tier: 2025 Harley-Davidson Street Glide model
- Black and Orange Tier: 2025 Harley-Davidson CVO Road Glide model
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