Harley-Davidson, which seeks to reinvent itself at almost all levels, knows the importance of its historical legacy and what it means within this process of change. Fruit of the same is born RIDE which, in essence, seeks to promote the Milwaukee brand through a new platform marked by action and feeling.
According to the brand itself, we are facing “a way of life that has been ingrained in the brand since its founding in 1903. Harley-Davidson has not just owners, but a community of passionate motorcyclists. The very concept of RIDE brings people together, clears the mind and turns miles into stories, reaffirming that life is better on two wheels.”
RIDE: Renew or die
Since the appointment of Artie Starrs As president and CEO of Harley-Davidson, he is clear that the future of the brand requires a complete renewal. In this context and after RIDE’s announcement, he commented: “I am excited to launch the RIDE platform as a complete rebrand ahead of the launch of our corporate strategy in May.”
He concluded: “It celebrates the fun and joy people experience when riding the best motorcycle in the world, a Harley-Davidson”. With the launch of RIDE, Harley-Davidson introduces a new visual identity, centered around the return of the historic Harley-Davidson bar and shield logo.
A nod to its origins and a sign of the role heritage continues to play in shaping Harley-Davidson’s future. In the launch advertising video, as you can see for yourselves, the platform begins its journey to the rhythm of the song “On the Road Again” by Willie Nelson, featuring authentic, unedited footage of real motorcyclists and the joy of the road.
“The video highlights the true spirit of the road and the culture that surrounds it, a community that Harley-Davidson created and continues to foster”comment from the brand. For more than a century, Harley-Davidson has defined what it means to ride for many enthusiasts around the world.
RIDE, in a way, is the next chapter in this two-wheeled love story, paving the way for anyone ready to join.
For more information and details you can go directly to the brand’s official website.
