South Africa, April 10 -- Emotional experience

The company describes Ride as a unifying brand idea intended to reflect the experience of motorcycling and the culture surrounding it, rather than a product or service. It will serve as the foundation for future marketing and communications across global markets.

According to the company, the platform is designed to emphasise the emotional experience of riding and to reinforce Harley-Davidson's positioning as a community-driven brand. It also signals a renewed focus on heritage, with the return of the company's historic bar-and-shield logo as part of a refreshed visual identity.

Full reset

"I'm thrilled to launch the Ride platform as a full reset of the brand ahead of our company strategy...