Harley
Davidson
A future vision for HD.com
In exploring Harley’s world we arrived at three conclusions:
01The digital brand gap
Harley-Davidson's digital presence didn't match the power of the brand itself.
02Cliché vs. original
Yesterday's rebel stereotype reads as cliché; tomorrow's riders want something original.
03One of one
No two Harleys are the same — and no two riders are, either.
What will this world look like?
Stories that fuel independents
Editorial worlds built around riders, not inventory — films, profiles and journeys that put the culture first.
Gear and events, in context
Apparel, parts and local happenings live side by side with the stories that inspire them.
The bike as a living showroom
Every model becomes an immersive, explorable experience — from price of freedom to custom parts and dealer connection.
Riding, gamified
Routes, badges and miles logged turn every ride into a story worth sharing — and a passport only HOG members carry.
The Outcome
- 0Iconic Brand
- 0Days to Concept
- 0All New Touchpoints
- 0%of Independents Fueled