Harley-Davidson Ignites a New Era with the Launch of RIDE
A Fresh Brand Platform Rooted in Over a Century of Freedom
Raine Devries | 9 April 2026
The thunder is back. Harley-Davidson just dropped the hammer on its boldest brand move in years with the global launch of RIDE—a powerful new platform that doesn’t just honor the brand’s legendary heritage, but reignites it for today’s riders and the open roads ahead.
Read to the bottom of this article for my personal thoughts on Artie Starrs and H-D.
~Raine
It’s more than a slogan. RIDE is the beating heart of what Harley-Davidson has always been about since those first motorcycles rolled out of a Milwaukee shed in 1903. It’s the twist of the throttle, the wind in your face, the stories you collect mile after mile. It’s the feeling that clears your head, connects you with fellow riders, and reminds you that life is undeniably better on two wheels.
Harley-Davidson doesn’t just sell motorcycles—they build a community of passionate souls who live to ride. This new platform captures that spirit perfectly: turning strangers into brothers and sisters at the next gas stop, transforming ordinary weekends into epic adventures, and proving once again that the road is where real freedom lives.
“I’m thrilled to launch the RIDE platform as a full reset of the brand ahead of our company strategy rollout in May,” said Artie Starrs, President and CEO of Harley-Davidson. “It celebrates the fun and joy people experience riding the world’s greatest motorcycle, a Harley-Davidson.”
A Visual Reset That Honors the Past While Charging Forward
Along with the RIDE platform comes a refreshed visual identity that hits right in the soul of every Harley rider: the triumphant return of the historic Harley-Davidson bar and shield logo. It’s a respectful nod to where it all began, while making it crystal clear that heritage isn’t just something to look back on—it’s the foundation for everything still to come.
The launch comes alive in a soul-stirring video set to Willie Nelson’s timeless classic “On the Road Again.” No polished Hollywood actors here—just raw, authentic footage of real riders living the dream. You’ll feel the rumble, see the smiles, and remember exactly why you fell in love with motorcycling in the first place. It captures the pure joy of the open road and the vibrant culture Harley-Davidson helped create over a century ago.
This powerful spot is rolling out nationally across broadcast and streaming platforms, backed by a full integrated campaign that will reach riders both inside and outside the Harley family.
More Riders. More Rides. More Freedom.
For 123 years, Harley-Davidson has defined what it means to truly ride. The RIDE platform marks the next thrilling chapter—one that celebrates every rider who’s ever thrown a leg over a Harley, while throwing the garage door wide open to anyone ready to join the journey.
Whether you’ve been twisting throttles since the ‘70s or you’re just hearing that V-Twin rumble call your name for the first time, this is your invitation. More riders on the road means more stories to tell, more friendships forged at scenic overlooks, and more miles of pure, unfiltered freedom.
If you haven’t felt that pull lately, maybe it’s time to answer it.
And On a Personal Note…
I strive to keep this Substack industry related; however, every now and again my personal opinion is going to come out, and this is one of those times.
I am SO thankful that I did not join the chorus that complained about Artie Starrs joining H-D. Some of the self-proclaimed influencers and YouTubers have only been in this for clickbait reasons. I am all for capitalism; however, not at the expense of attempting to trash someone.
Since the August 2025 announcement, I had a very distinct vibe that Starrs was going to be a breath of fresh air. And, from what I have been hearing by those that are truly in the know, H-D is heading in the right direction.
My message to Artie Starrs: “Keep the shiny side up!”
