Every year, the journey starts at Harley-Davidson’s annual model year launch event—where the iconic motorcycle brand showcases new bikes to dealers, up close and personal. But with things looking a little different this year, Harley-Davidson took the road less traveled– challenging the way things have always been done. To redefine heritage and tradition for a changed future, the Harley-Davidson Way.
To launch Model Year 2021, the annual dealer meeting became the first ever, global, virtual event in Harley-Davidson’s 118 year history. It was a decisive moment for every rider around the world—a celebration of the timeless pursuit of adventure and freedom for the soul.
During the virtual event, four brand new models made their debut. But instead of simply showcasing tech and specs, we told stories. Four, mini-documentary films embodied Harley’s diverse global audience and captured the spirit of what it means to be a rider in each of their own words.
A keynote presentation followed each film, featuring Harley-Davidson experts highlighting every meticulously crafted detail in each new model in-depth.