Harley-Davidson, Inc. is the fifth biggest player in the global motorcycle market. Established in 1903, the company is known for manufacturing heavyweight motorcycles. However, as its mission statement indicates, Harley-Davidson now offers more products. The mission statement shows the company’s aims and approaches to develop its business. Also, Harley-Davidson’s vision statement emphasizes leadership in stakeholder management. The vision statement establishes the company’s overall business direction. Harley-Davidson’s success is linked to its effectiveness in following its vision statement and mission statement. An examination of Harley-Davidson’s mission and vision statements reflects the potential trajectory and future strategies of the business.