Harley-Davidson

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Overview

Tagline

RIDE
Harley-Davidson is a motorcycle lifestyle brand that began in 1903 in Milwaukee, Wisconsin, USA, with William S. Harley and Arthur Davidson, and developed with the addition of Walter Davidson and William A. Davidson. Centered on motorcycles, it offers parts and accessories, riding gear, apparel, and experiences, and has shaped a culture and community around two-wheeled vehicles. Built around the Bar & Shield logo, a culture of customization, and a brand philosophy centered on freedom and adventure, it has expanded internationally.

Concept

More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Related brands

Parent brands and sub-brands, ordered by founding year.

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4 brands
Founded
1983-1999
1983 Sub-brand
Screamin' Eagle
Lifestyle products

A performance line focused on high-performance parts and engines

Screamin' Eagle is a specialist line officially offered by Harley-Davidson, focused on hig

Screamin' Eagle is a specialist line officially offered by Harley-Davidson, focused on high-performance parts, engines, and tuning-related products. It has a performance-oriented focus distinct from standard-specification Harley-Davidson vehicles, and offers products including upgrade kits from Stage I to Stage IV, crate engines, intake and exhaust systems, and drivetrain components. While CVO is a premium line of complete vehicles, Screamin' Eagle is positioned to enhance the performance of and customize existing vehicles, functioning as a specialist brand within Harley-Davidson's parts and accessories category.

1989 Sub-brand
Harley-Davidson MotorClothes
Clothing

The core line responsible for the full range of genuine apparel

Harley-Davidson MotorClothes is the core label for genuine apparel and riding gear officia

Harley-Davidson MotorClothes is the core label for genuine apparel and riding gear officially offered by Harley-Davidson. It covers the clothing and equipment category, distinct from motorcycles themselves, including jackets, helmets, gloves, denim, and casual wear. In official catalogs, it is treated as the foundation of the apparel range alongside specialist lines such as FXRG, connecting the brand’s products for riders with everyday clothing. It is not merely a product category but the name of a distinct line with an ongoing trademark, warranty, and sales framework.

1998 Sub-brand
FXRG
Clothing

An upper-tier line of high-performance riding gear

FXRG is the upper-tier line within Harley-Davidson MotorClothes focused on high-performanc

FXRG is the upper-tier line within Harley-Davidson MotorClothes focused on high-performance riding gear. Since its introduction in 1998, it has offered jackets, pants, gloves, helmets, and other products, with greater emphasis than standard MotorClothes products on technical performance and adapting to riding conditions. Harley-Davidson’s official materials position it as a line responsible for the company’s flagship designs and technologies, giving it a specialized role within MotorClothes as a range dedicated to serious riding equipment.

1999 Sub-brand
CVO
Lifestyle products

Top-tier factory-custom line

CVO is the premium line of Custom Vehicle Operations within Harley-Davidson’s vehicle port

CVO is the premium line of Custom Vehicle Operations within Harley-Davidson’s vehicle portfolio. It offers factory-custom motorcycles based on standard production models, with limited production numbers, exclusive finishes, higher-spec engines, advanced features, and special parts configurations. Launched in 1999, it has continued as an independent model family with premium specifications and a target audience distinct from those of regular models. In Harley-Davidson’s lineup, it complements mass-market models while representing the pinnacle of performance, features, and design.

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