Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Its vision: Building its legend and leading its industry through innovation, evolution and emotion. Its mission: More than building machines, it stands for the timeless pursuit of adventure. Freedom for the soul. Its ambition is to maintain its place as the most desirable motorcycle brand in the world. Since 1903, Harley-Davidson has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, experiences, motorcycle accessories, riding gear and apparel. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road.