Harley-Davidson is an American Icon. Appreciated all over the world, the Milwaukee-based company is recognized as a premium brand. Harley-Davidson continues to be a top seller in the USA market, even with changing demographics and some hiccups over the past few years. Total North American Sales for 2022 were 117,100. This number is down about 12 percent from 2021 when Harley sold 134,413 units in North America but in 2020, the numbers were worse. In 2020 Harley-Davidson only managed to sell 110,127 bikes in North America.

Still, even with dozens of motorcycle brands operating in the U.S. market all competing for sales, for every five motorcycles sold, one is a Harley-Davidson. That in itself deserves accolades, especially being a premium brand, with a high price tag for most of their products. In simple terms, Harley-Davidson is considered by many the best motorcycle manufacturer in the world.

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Owning A Harley-Davidson Is A Lifestyle

A still shot of a rider gazing at the horizon while sitting on a 2023 Harley-Davidson Street Glide
Harley-Davidson
A rider sitting on a 2023 Harley-Davidson Street Glide looking over at the horizon.

First, let’s take a moment to look at the company’s mission statement: "More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul."

Despite selling a refined, and well-built product, Harley understands people value experiences more. That’s what most people that purchase a motorcycle are looking for if you think about it. Harley Owners Group (HOG) is a good example of how the motorcycle company capitalizes on that. HOG is basically a motorcycle club, without commitment, or obligations. If you want a group of like-minded people to ride with on a nice Saturday morning, just show up at your local Harley dealer on time, and you’ll have a chance to socialize, check out some mean machines from other owners, and have a blast on the road.

You Can't Go Wrong With A Harley

A side night shot of a 2023 Harley-Davidson Low Rider S doing a burnout
Harley-Davidson
2023 Harley-Davidson Low Rider S doing a burnout

Even if you’re more of a solo rider, and like to explore the road on your own time, you’ll be well served by a Harley. Riding a Harley is a lifestyle choice for many people. It means you want to get where you're going effortlessly, and with style. Often riding a bike that is a reflection of your character, be it because of the model you’ve chosen, or by the modifications you’ve made to it. And with recent additions to its lineup like the Pan America, and the retirement of the old Sportster in favor of the new, liquid-cooled variation, there’s bound to be a Harley for most tastes.

Harley is aware of the importance of the brand’s image, and lifestyle. Their line of cruisers and touring bikes have evolved, and are almost without a doubt some of the best you can find from any motorcycle brand. Other manufacturers try to create similar bikes to compete with Harley at their own game, and while they too make great products, they simply lack the heritage, culture, and lifestyle Harley-Davidson spent more than a century creating.

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The Evolution Of The Harley Brand

A front 3/4 view of a parked 2023 Harley-Davidson Fat Boy
Harley-Davidson
A front 3/4 shot of the iconic 2023 Harley-Davidson Fatboy

The Milwaukee-Eight is arguably the best cruiser, and touring engine Harley has ever made. It provides loads of low-end torque, and enough horsepower to get these heavy bikes moving rather quickly for what they are. The new 1250cc, liquid-cooled V-Twin engine used on the Pan America, and the Sportster S are also incredible modern engines. Powerful enough to have the Pan American among the most powerful Adventure Bikes in the market, while redefining the meaning of the word Sport in the Sportster name.

The Pan America, by the way, was a bold move from Harley. And it's looking like it’s going to pay off. Remember when BMW decided to tackle the OG Japanese liter bikes? That worked out well for the Bavarian brand and like them, Harley are already seeing the fruit of their labor. You can’t fault Harley for not being willing to innovate, and take some risks while being smart enough to not double down on what’s not working. They preserve their essence with their bread-and-butter cruisers, and touring bikes, but they also try things like the now-extinct V-Rod models, which saw moderate success. The same can be said about the time Harley had a stake at Buell motorcycles. It didn’t quite pay off as expected, so they backed out.

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Keep Your Friends Close And Your Customers Closer

An action shot of a 2023 CVO Road Glide Limited Anniversary Edition riding two up on the road
Harley-Davidson
A 2023 Anniversary Edition CVO Road Glide Limited riding on the road

Harley-Davidson strives to maintain a strong connection with its customers, old and new. After-sales support is among the best you’ll find. The products themselves are excellent. You may argue that a motorcycle should be light, and nimble, and focus on horsepower more than torque. But the world of motorcycling is filled with different types of machines, and experiences to explore, and we are all better for it. One shouldn’t be blindly loyal to a single brand if their product or experience is not meeting expectations. But as far as loyalty goes, Harley-Davidson indeed managed to earn the most loyal, and satisfied customers.