Understanding Harley-davidson's Mission Statement: a Comprehensive Summary

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About this sample


Words: 567 |

Page: 1|

3 min read

Published: Jun 13, 2024

Words: 567|Page: 1|3 min read

Published: Jun 13, 2024

Table of contents

  1. Introduction
  2. Body Paragraph
  3. Conclusion


Harley-Davidson, one of the most iconic motorcycle manufacturers in the world, has long been synonymous with freedom, adventure, and the American spirit. Founded in 1903, the company has grown from a small operation in Milwaukee, Wisconsin, to a global powerhouse with a loyal customer base. Central to Harley-Davidson's enduring success is its mission statement, which encapsulates the company's core values, goals, and commitment to its stakeholders. This essay aims to provide a comprehensive summary of Harley-Davidson's mission statement, analyzing its various components and discussing its significance within the broader context of the company's operations and strategic vision.

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Body Paragraph

Harley-Davidson's mission statement is succinct yet powerful: "We fulfill dreams of personal freedom." At its core, this statement emphasizes the company's commitment to delivering an experience that transcends mere transportation. By focusing on the concept of "personal freedom," Harley-Davidson taps into a deep-seated human desire for autonomy and adventure. This focus is evident in the company's product lineup, which includes a range of motorcycles designed to cater to various riding styles and preferences, from cruising on open highways to navigating urban landscapes.

Moreover, Harley-Davidson's mission extends beyond the motorcycles themselves. It encompasses the entire lifestyle associated with the brand, including the sense of community and camaraderie among riders. The Harley Owners Group (HOG), for instance, is a testament to the company's dedication to fostering a strong sense of belonging among its customers. Through organized rides, events, and social gatherings, HOG members are able to connect with like-minded individuals who share their passion for the Harley-Davidson experience.

The mission statement also underscores Harley-Davidson's commitment to innovation and quality. In striving to "fulfill dreams," the company continuously invests in research and development to produce cutting-edge motorcycles that meet the evolving needs and expectations of riders. This commitment is reflected in the introduction of new models and technologies, such as electric motorcycles and advanced safety features, which aim to enhance the riding experience while maintaining the brand's heritage and identity.

In addition to its focus on customers, Harley-Davidson's mission statement implicitly highlights the company's dedication to its employees and broader community. By fostering a culture of respect, integrity, and inclusivity, Harley-Davidson ensures that its workforce is motivated and aligned with the company's overarching goals. This, in turn, translates into a superior customer experience, as employees who feel valued and empowered are more likely to go above and beyond in their interactions with customers.

Furthermore, Harley-Davidson's commitment to sustainability and corporate social responsibility is an essential aspect of its mission. The company recognizes the importance of minimizing its environmental impact and actively works to reduce emissions, improve fuel efficiency, and promote sustainable manufacturing practices. Initiatives such as the LiveWire electric motorcycle exemplify Harley-Davidson's dedication to balancing performance with environmental stewardship, ensuring that future generations can continue to enjoy the thrill of riding.

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In summary, Harley-Davidson's mission statement, "We fulfill dreams of personal freedom," serves as a guiding principle that informs every aspect of the company's operations. By emphasizing the importance of personal freedom, community, innovation, and sustainability, Harley-Davidson has successfully cultivated a loyal customer base and established itself as a leader in the motorcycle industry. The mission statement not only reflects the company's core values but also underscores its commitment to delivering an unparalleled experience to its customers, employees, and the broader community. As Harley-Davidson continues to evolve and adapt to changing market dynamics, its mission statement will undoubtedly remain a cornerstone of its strategic vision and enduring success.

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Understanding Harley-Davidson’s Mission Statement: A Comprehensive Summary. (2024, Jun 14). GradesFixer. Retrieved July 24, 2024, from
“Understanding Harley-Davidson’s Mission Statement: A Comprehensive Summary.” GradesFixer, 14 Jun. 2024,
Understanding Harley-Davidson’s Mission Statement: A Comprehensive Summary. [online]. Available at: <> [Accessed 24 Jul. 2024].
Understanding Harley-Davidson’s Mission Statement: A Comprehensive Summary [Internet]. GradesFixer. 2024 Jun 14 [cited 2024 Jul 24]. Available from:
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