Current Ownership of Harley-Davidson

As of 2025, Harley-Davidson, Inc. is a publicly traded company listed on the New York Stock Exchange under the ticker symbol HOG. That means Harley-Davidson doesn’t have a single private owner. Instead, ownership is divided among thousands of institutional investors, individual shareholders, and company insiders.

The largest shares are held by investment management firms, mutual funds, and pension funds. Everyday investors also own Harley-Davidson stock through brokerage accounts or retirement plans.

Major Shareholders

While exact numbers shift quarterly, these are typically the top stakeholders in Harley-Davidson:

• Institutional investors: Large investment firms such as Vanguard Group and BlackRock usually hold significant percentages of Harley stock.
• Company insiders: Executives and board members often own shares, aligning their interests with the company’s performance.
• Public shareholders: Thousands of individual investors also own shares through the stock market.

Unlike family-owned or privately held motorcycle brands, Harley-Davidson’s corporate decisions are influenced by its board of directors, shareholders, and executives.

Harley-Davidson Leadership

Ownership and leadership are closely linked. In 2020, Harley-Davidson appointed Jochen Zeitz as its President and CEO. Zeitz, formerly the CEO of Puma, has been instrumental in Harley’s “Rewire” and “Hardwire” strategies, which focus on streamlining operations, expanding global reach, and strengthening core products.

Under his leadership, Harley has re-emphasized heavyweight motorcycles, embraced electric innovation with the LiveWire brand, and continued to refine its Touring, Softail, Sportster, and ADV (Pan America) families.

A Brief History of Harley-Davidson Ownership

Founding Era (1903–1960s)

Harley-Davidson was founded in 1903 by William S. Harley and brothers Arthur, Walter, and William Davidson. For decades, it remained largely family-owned and operated.

AMF Years (1969–1981)

In 1969, Harley-Davidson was sold to American Machine and Foundry (AMF). During AMF’s ownership, quality issues and production challenges tarnished Harley’s reputation. However, Harley also expanded its market presence during these years.

Buyback and Independence (1981)

A group of Harley executives, led by Vaughn Beals and Willie G. Davidson, bought the company back from AMF in 1981. This era marked Harley’s resurgence, as the company focused on quality, branding, and the growing cruiser market.

Public Trading Era (1986–Present)

Harley-Davidson went public in 1986, offering shares on the New York Stock Exchange. Since then, Harley has remained a publicly traded company, with ownership spread across institutional and individual shareholders.

Who Really Controls Harley-Davidson?

Although Harley is publicly traded, control lies with its board of directors and executive leadership team. Shareholders vote on key issues at annual meetings, but daily operations and strategic decisions are made by the company’s executives.

This structure ensures that Harley-Davidson balances shareholder expectations with long-term brand development, ensuring the company continues to innovate while preserving its iconic heritage.

What Ownership Means for Riders

For Harley-Davidson riders, corporate ownership might seem far removed from the rumble of a V-twin engine. But ownership decisions affect:

• Product lines: Which models stay in production or are discontinued.
• Innovation: Investment in new technologies, like LED lighting or electric bikes.
• Global reach: Availability of Harley-Davidson motorcycles and parts worldwide.
• Aftermarket support: How easily riders can upgrade with accessories, including LED headlights, turn signals, and tail lights.

Harley-Davidson Today: A Balance of Tradition and Innovation

In 2025, Harley-Davidson balances its historic role as America’s premier motorcycle brand with global ambitions and modern innovation. While institutional investors own much of the company, Harley’s leadership ensures the bikes stay true to the brand’s DNA — heavy cruisers, iconic Touring bikes, and a growing focus on electrification and ADV markets.

FAQs: Who Owns Harley-Davidson?

• Who owns Harley-Davidson in 2025? Harley-Davidson is a publicly traded company listed on the NYSE under “HOG,” owned by institutional investors, shareholders, and insiders.
• Did AMF own Harley-Davidson? Yes, from 1969–1981, before Harley executives bought it back.
• Is Harley-Davidson still American-owned? Yes. While shares are owned globally, its headquarters remain in Milwaukee, Wisconsin.
• Who is the current CEO? Jochen Zeitz, appointed in 2020.
• Can I buy Harley-Davidson stock? Yes. Anyone can purchase Harley shares (HOG) on the New York Stock Exchange.

Final Thoughts

So, who owns Harley-Davidson? In short: its shareholders. Harley-Davidson is a publicly traded company whose direction is guided by its executives, board of directors, and global investors. While the company has shifted hands over its 120+ year history — from its founders to AMF and back to independence — it remains a symbol of freedom and American motorcycling today.

For riders, what matters most is not the corporate structure but the experience on the road. And nothing enhances that experience like visibility and safety. Upgrade your Harley with Eagle Lights’ LED headlights, turn signals, and tail lights — plug-and-play kits with free shipping and a lifetime warranty.

Ride brighter. Ride safer. Ride Eagle Lights.