Harley-Davidson (NYSE: HOG) announced the global launch of RIDE, a brand platform designed to honor its heritage while appealing to current riders. The Milwaukee-based motorcycle manufacturer made the announcement on April 9, 2026.

The platform introduces a new visual identity featuring the return of the historic Harley-Davidson bar and shield logo. CEO Artie Starrs described RIDE as "a full reset of the brand ahead of our company strategy rollout in May."

The launch includes a marketing campaign featuring a video set to Willie Nelson's "On the Road Again," which showcases footage of riders. The video will air nationally across broadcast and streaming platforms as part of an integrated campaign.

Harley-Davidson positions RIDE as representing the action and lifestyle associated with motorcycle riding, emphasizing its role in building community among riders. The company states the platform celebrates both existing customers and aims to attract new riders to the brand.

The announcement precedes a company strategy rollout scheduled for May 2026. Harley-Davidson, founded in 1903, manufactures motorcycles and provides financial services through its subsidiary Harley-Davidson Financial Services.

The information is based on a company press release statement.