Harley Davidson's vision and mission

Vision & Mission:

Harley-Davidson is the fifth biggest player in the global motorcycle market. The company is known for manufacturing heavyweight motorcycles.

The following are the main components of Harley-Davidson’s vision statement:

• Action-oriented business
• International scope
• Leadership in stakeholder management
• Employee empowerment
• Value-added activities

In this vision statement, Harley-Davidson emphasizes the importance of an action-oriented approach to developing its business.

Mission statement:

Harley’s mission statement is “we fulfill dreams through the experiences 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”.

The following are the components of Harley-Davidson’s mission statement:

-       Fulfilling dreams through motorcycling

-       An expanding line of products and services

-       Selected market segments

Harley-Davidson’s mission for a growing business is to use dream fulfilment and the experiences of motorcycling. Harley-Davidson’s mission is also to emphasizes the significance of expanding its product mix, they are expected add more products to their line to grow its business. Moreover, Harley-Davidson mission is to uses marked segmentation to focus on certain groups of customers in the global motorcycle market. Harley-Davidson’s mission is also to point the strategic objective of maintaining a strong brand-related motorcycling culture to attract and retain customers.

Market concept:

“Fulfilling dreams of personal freedom is more than a phrase. It's our purpose and our passion. We bring a commitment of exceptional customer experiences to everything we do - from the innovation of our products to the precision of our manufacturing - culminating with our strong supplier and dealer networks. We are Harley-Davidson.”