Harley-Davidson launched its new global campaign, RIDE, which puts riding a motorcycle and the motorcycle culture at the center of the messaging. RIDE also intends to be Harley-Davidson’s global brand reset, anchoring its broader strategy rollout beginning in May.
Harley-Davidson shared that RIDE is an “action, a feeling, and a way of life that has been embedded into the brand since its founding in 1903.” The brand highlights that its network of owners acts as a community of passionate riders, which is why RIDE is meant to bring people together to celebrate motorcycle culture.
“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 Harley-Davidson President and CEO Artie Starrs.
With the launch of RIDE, Harley-Davidson also unveils a new visual identity that marks the return of the historic Harley-Davidson bar-and-shield logo. The brand said that this is a nod to where it all began, and a signal to the heritage that continues to play in shaping the future of Harley-Davidson.
To amplify the global launch of its RIDE campaign, Harley-Davidson produced a video that shows the beauty of riding a motorcycle. The video features authentic footage of real riders and the joy of the ride. The clip spotlights the true spirit of the open road and the culture that exists around it, which is said to be a community that Harley-Davidson originated and continues to champion.
Overall, Harley-Davidson said that RIDE is the next chapter, celebrating every rider, those who have been with us from the beginning, and opening the road to anyone ready to join in. As such, the brand expects to have “More riders. More rides. More freedom. More stories to be told.”
Autocar’s Take
Harley-Davidson wants to focus on the reason why it continues to produce motorcycles, which is riding. The brand’s RIDE campaign is centered around riding a motorcycle and the motorcycle culture as the core idea of its continuing history. This signals that Harley-Davidson is going back to its roots, to where it all began, and uses it to guide its steps moving forward. Harley-Davidson did not announce any new motorcycle model to accompany the launch of its RIDE campaign. But that’s beside the point, as it is establishing itself first as a brand that champions motorcycle culture and the joy of riding.
