HARLEY-DAVIDSON LAUNCHES RIDE

A New Global Brand Platform Sets Stage For a New Era of Harley-Davidson, While Honoring Its Heritage MILWAUKEE, April 9, 2026 /PRNewswire/ -- Harley-Davidson (NYSE:HOG) reignites the brand with the global launch of RIDE, a refreshed brand platform that honors more than a century of driving motorcycle culture, designed for the riders of today, and paves a path forward for Harley-Davidson.   More than a word, RIDE is, at its core, the very idea that defines and drives Harley-Davidson.