Harley CEO Says Identity Stresses Freedom Over American-Made

Harley looks to the future with a renewed sense of freedom and eyes on adaptability.

Harley-Davidson CEO Matt Levatich recently addressed the direction of the company, and stated that the iconic brand is about the idea of freedom over all else. At a time when the company features criticism for moving some production to Europe to combat tariffs, Levatich asserts that what makes Harley great is its identity as independent and even rebellious. And no matter what, they are determined to keep going strong.

Levatich affirms that Harley is not now, nor has it ever facing an identity crisis. Harley is the brand for freedom, and that is unchanging.

“What I like about Harley is we never have to have that conversation,” said Levatich, according to the Milwaukee Business Journal“. “We’ve been about the same thing since the very beginning.” To further his point, Levatich cited his influence in Harley-Davidson’s “All for Freedom, Freedom for All” branding in 2017. Levitich said that idea is “inherently more positive, more inviting and aspirational” to the motorcycling community.

But how does this strong sense of self hold up to critics that feel the company will lose some of its “Made in the USA” status? Levatich feels that the heart and soul of Harley is defined by its sense of liberation, and not its American-made label. He feels that being made only in the United States is “a constraint to growth” for the company. Ideally, it is better to focus on keeping the brand alive, vibrant, and able to change and survive the long haul. Even if that means some of the bikes will be manufactured overseas.

Levatich stressed that Harley has not abandoned their commitment to build bikes in America, and cited the company’s plans over the next decade to invest in new bikes and continue its American manufacturing.

“The plan has a very exciting component of modernizing, if you will, not what we stand for, but how we show up and put products in front of our customers,” says Levatich. “This to me is the third piece of re-tooling the company and preparing it for the next century.

What do you think of Levatich’s comments? Sound off in the comments, or let us know in the forums.

S.J. Bryan

Longtime automotive journalist S.J. Bryan has been covering the automotive industry for over five years and is an editor with Ford Truck Enthusiasts and regular contributor to F-150 Online, Harley-Davidson Forums, and The Mustang Source, among other popular auto sites.

Bryan first discovered her passion for all things automotive while riding in her parent's 1968 Ford Mustang. The automotive expert cut her teeth growing up riding on Harleys, and her first car was a Chevy Nova. Despite her lead foot, Bryan has yet to receive a speeding ticket.

The award-winning former playwright was first published at age 18. She has worked extensively as a writer and editor for a number of lifestyle and pop culture publications. The diehard gearhead is a big fan of American muscle cars, sixth-gen Ford trucks, and Oxford commas.

S.J. can be reached at sherryjbry@gmail.com.