Core Values: Harley-Davidson, Inc.

By | July 14, 2014

[July 14, 2014] It was 1916. If you were part of General Pershing’s punitive expedition against Poncho Villa, you may have been riding one of the U.S. Army’s Harley-Davidson motorcycles. Motorization of bicycles in the early 1900s started a movement that has never gone away. Any person who has spent time on a motorcycle understands that “it gets in your blood” – the exhilaration and freedom experienced when riding a bike. A big name … Harley-Davidson motorcycles (also called “Harleys”) are considered some of the best known and best made anywhere in the world.

Harley-Davidson, Inc. (HD) mission statement: “We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.” – Harley-Davidson, Inc.1

Senior Leadership

Harley-Davidson’s prototype all-electric motorcycle

Corporate values are often explicitly designed lists utilized to engage employees in desired behaviors that align with strategic business goals. HD’s core values are straight forward and they are:

  1. Tell the truth
  2. Be fair
  3. Keep your promises
  4. Respect the individual
  5. Encourage intellectual curiosity

Achievements of HD has not always been easy or without a few obstacles. However, each time the company has managed to come out ahead of its competitors, help supply the war effort, and provide a meaningful ride experience through their motorcycle products. The success of HD takes on many forms, but through its hard-working employees and great leadership, HD will continue to be one of the best brands in the world.

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[1] The official website of Harley-Davidson, Inc:



Author: Douglas R. Satterfield

Hello. I'm Doug and I provide at least one article everyday on some leadership topic. I welcome comments and also guests who would like to write an article. Thanks for reading my blog.