Harley-Davidson has officially reignited its brand presence with the global launch of RIDE, a refreshed platform designed to honor over a century of motorcycle culture while paving a modern path for today’s riders.
More than a simple marketing slogan, RIDE is the core idea that defines Harley-Davidson’s identity. It is described by the company as an action, a feeling, and a way of life that has been a fundamental part of the brand since its founding in 1903. The platform aims to unite a community of passionate riders, reaffirming the belief that life is better on two wheels.
Launched in Malaysia on April 10, 2026, the platform serves as a “full reset” for the brand ahead of its major company strategy rollout scheduled for May.
A Return to Iconic Visual Identity
With the launch of RIDE, Harley-Davidson has unveiled a updated visual identity. Central to this refresh is the return of the historic bar and shield logo, signaling the vital role that heritage plays in shaping the brand’s future.
The platform’s debut is brought to life through a cinematic video set to Willie Nelson’s “On the Road Again,” featuring authentic footage of real riders. This campaign celebrates the spirit of the open road and the unique culture that Harley-Davidson pioneered and continues to lead.
A Reset for the Modern Rider
Artie Starrs, President and CEO of Harley-Davidson, noted that the RIDE platform celebrates the “fun and joy” of riding a Harley-Davidson. By shifting the focus back to the experience of the ride itself, the company aims to broaden its appeal to both long-time enthusiasts and a new generation of riders. This strategy is summarized by the brand’s new mantra: “More riders. More rides. More freedom. More stories to be told”.
Supporting the Community in Malaysia
The launch of RIDE reinforces Harley-Davidson’s commitment to its Malaysian community. Riders can engage with the new brand experience and access an expanding range of customizable motorcycles, riding gear, and accessories at authorized dealerships nationwide:
- Petaling Jaya: Harley-Davidson of Petaling Jaya.
- Kuala Lumpur: Route 77 Harley-Davidson of Kuala Lumpur.
- Penang: Harley-Davidson of Penang.
- Johor Bahru: Harley-Davidson of Johor Bahru.
- Kota Kinabalu: Harley-Davidson of Kota Kinabalu.
Through these touchpoints and specialized financing and insurance services, Harley-Davidson continues to support the timeless pursuit of adventure and freedom for the soul.
