Strategic Plan: Part One

Strategic Plan: Part One

Strategic Plan: Part One

Harley-Davidson Vision and Mission Statement

We fulfill dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences. We fuel the passion for freedom in our customers to express their own individuality. We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders.

~ Harley-Davidson.com, 2011 ~

Harley-Davidson Quality Mission

A customer for life. . .Harley-Davidson values the deep emotional connection that is created with our customers through our products, services, and experiences. We are fueled by the brand loyalty and trust that our customer place in us to deliver premium quality and the promise of a fulfilling ownership experience. We exemplify this commitment by embracing a culture of personal responsibility and stewardship for quality in everything we do.

~ Harley-Davidson.com, 2011 ~

In 1903 the first Harley-Davidson motorcycle was built in a small woodshed in Milwaukee; 108 years later, Harley-Davidson motorcycles are still rolling out of the assembly room doors. Originally designed to race, Harley-Davidson soon built a brand and image that people equate with individual expression and freedom; fulfilling their vision for the organization. Harley-Davidson was only one of two motorcycle manufacturers to survive the depression. They were able to survive because they were flexible in their operations; manufacturing industrial power plants modeled after their engine designs as well as designing and manufacturing a three-wheel delivery cart. It is this ability to adapt that has allowed Harley-Davidson to continue for 108 years.

In 2009 Harley-Davidson introduced an aggressive strategy to improve customer related operations, reduce costs, and expand product leadership. 2010 saw this plan continue when Harley implemented a new production and manufacturing...