🚘 Harley-Davidson — Key Facts
| Full Name | Harley-Davidson, Inc. |
| Stock Listing | NYSE: HOG |
| CEO & Chairman | Jochen Zeitz (since 2020) |
| Founded | 1903, Milwaukee, Wisconsin, USA |
| Top Shareholders | Vanguard (~11%), BlackRock (~7%), State Street (~5%) |
| Headquarters | Milwaukee, Wisconsin, USA |
| Revenue (2023) | ~$5.8 billion |
| Notable Subsidiary | LiveWire (electric motorcycles, NYSE: LVWR) |
Harley-Davidson is one of America’s most iconic brands — a symbol of freedom, rebellion, and the open road since 1903. Listed on the New York Stock Exchange as NYSE: HOG (a playful nod to its “hog” nickname), the company is publicly owned with no single controlling shareholder. The largest institutional investors — Vanguard, BlackRock, and State Street — collectively hold significant stakes.
Who Is the Owner of Harley-Davidson?
Harley-Davidson is a publicly traded company with broadly dispersed ownership. Its largest institutional shareholders are Vanguard Group (~11%), BlackRock (~7%), and State Street (~5%). No individual holds a controlling stake. The company is chaired and led by CEO Jochen Zeitz, a German-born executive who previously led Puma for 18 years (turning it from near-bankruptcy to a global sportswear brand). Zeitz took over at Harley-Davidson in early 2020 — just as the COVID-19 pandemic struck — and has since implemented a strategy called “Hardwire” focused on premiumization, profitability, and electric vehicle development.
Founding in 1903
Harley-Davidson was founded in 1903 in Milwaukee, Wisconsin, by William S. Harley and brothers Arthur, Walter, and William Davidson. Starting in a backyard shed, the four founders built what became the most famous motorcycle brand in the world. The company survived the Great Depression (one of only two American motorcycle manufacturers to do so), supplied motorcycles to the US military in both World Wars, and became a cultural icon through association with post-war biker culture, the Hell’s Angels, and films like Easy Rider.
LiveWire and the Electric Future
Harley-Davidson has launched LiveWire as a separate publicly listed electric motorcycle brand (NYSE: LVWR), targeting younger and more environmentally conscious riders. The LiveWire spinoff reflects Harley’s strategic bet that its electric future needs a distinct identity — separate from the traditional heavyweight cruiser heritage that defines the parent brand. This dual-brand strategy is still unfolding, and Harley’s ability to navigate the electric transition while protecting its legacy customer base is the defining challenge of the Zeitz era.
