Harley-Davidson's role in international motorcycle shows

Harley-Davidson has long played a major role in international motorcycle shows, using these global stages not only to unveil new models but also to assert its presence as a symbol of American freedom, design, and performance. Here's how Harley does it big on the world stage:

🌍 Global Presence, American Icon

• Harley isn’t just showing bikes—it’s selling a lifestyle. Whether in Milan, Tokyo, or Cologne, their booths are built to feel like a slice of Americana, complete with dark wood, leather chairs, and heavy rock ‘n’ roll.
  
  

• It’s often one of the most visited booths at any major international show thanks to its distinct style, heritage, and visual contrast to the sportbike-heavy competition.
  

🏟️ Key International Shows

🛠️ EICMA (Milan, Italy)

• One of the biggest global motorcycle shows.
  
  

• Harley has used EICMA to debut major models like the Pan America and Nightster, showcasing its evolving take on ADV and performance cruisers.
  
  

• It's also where Harley signals how it plans to compete with European brands in tech and innovation.
  

🔧 INTERMOT (Cologne, Germany)

• A hub for motorcycle technology and future mobility.
  
  

• Harley often uses INTERMOT to emphasize new features, powertrain updates, and electric innovations, like the LiveWire platform.
  

🏍️ Tokyo Motorcycle Show

• In Japan—a country with deep respect for motorcycles—Harley emphasizes craftsmanship and customization.
  
  

• Their display often features CVOs, touring models, and Japan-exclusive trims, showing Harley’s flexibility in adapting to local tastes.

⚡ Showcasing Innovation

• Over the past decade, Harley has shifted from just showing chrome and nostalgia to unveiling bold tech, like:
  
  

  • Revolution Max engines
    
    

  • The LiveWire electric lineup
    
    

  • Next-gen infotainment and rider assist features
    
    

• These shows help Harley compete for attention in a tech-forward world while staying true to its soul.

🧑‍🎨 Custom Culture at Shows

• Harley-Davidson often partners with international builders to display radical custom builds.
  
  

• At events like the Custombike Show (Germany) or The One Moto Show (Portland, USA, with global media attention), they spotlight international artistry using Harley platforms.
  
  

• This strengthens the brand’s custom legacy while engaging younger and more diverse audiences