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Harley-Davidson

Harley-Davidson began in Milwaukee in 1903, when William S. Harley and Arthur Davidson sold their first motorcycle; Walter Davidson joined the effort that year, and the company was incorporated on September 17, 1907. Its origins are tied to a 10-by-15-foot wooden shed in the Davidson family’s Milwaukee backyard, where the founders built their first production motorcycles. In June 1981, AMF sold Harley-Davidson to 13 members of the company’s leadership, including Willie G. Davidson, ending the AMF period and returning the company to independent ownership. Harley-Davidson, Inc. became publicly held in 1986. Today, the brand encompasses customizable motorcycles, riding experiences, accessories, riding gear, and apparel. On April 9, 2026, Harley-Davidson launched RIDE, a global brand platform with a new visual identity and the return of the historic Bar & Shield logo.