HARLEY‑DAVIDSON® AND JEEP® ANNOUNCE EUROPEAN PARTNERSHIP FOR 2026
Partnership to launch at European Spring Rally and activate across major Harley-Davidson events
Oxford, UK (April 28, 2026): Harley-Davidson® has announced a new European partnership with Jeep® for 2026, bringing together two iconic brands united by a shared passion for freedom, adventure, and exploration. The collaboration will see both brands come together at key Harley-Davidson motorcycle and community events across Europe throughout the 2026 riding season.
The partnership will officially launch at the European Spring Rally in Senigallia, Italy, from 30 April to 3 May 2026, opening the riding season and setting the tone for a year of joint activations, community engagement, and shared experiences on the road.
Two icons, one shared spirit
The 2026 partnership marks the next chapter in a collaboration that first began in 2014, strengthening the connection between two of the most passionate brand communities in the world. Harley Owners Group (H.O.G.®) members and the Jeep® community regularly bring together tens of thousands of enthusiasts at events across Europe, creating moments defined by shared values, mechanical passion, and unmistakable energy.
A season of shared experiences across Europe
Throughout 2026, Jeep® and Harley‑Davidson will come together at a series of flagship Harley-Davidson European events, including:
- European Spring Rally, Senigallia, Italy – 30 April to 3 May
- European H.O.G.® Rally, Cascais, Portugal – 18 to 21 June
- European Bike Week, Faaker See, Austria – 8 to 13 September
- International Ladies of Harley® Event, Pescara, Italy – 3 October
- H.O.G.® Winter Meeting, Genoa, Italy – 28 November
At each event, fans will have the opportunity to experience both brands side by side, with a focus on adventure, exploration, and the lifestyle that connects Harley-Davidson riders and Jeep owners alike. Activity on site will be supported by shared storytelling across social and digital platforms, extending the partnership well beyond the event footprint.
This collaboration reinforces Harley-Davidson’s ongoing commitment to delivering meaningful, authentic experiences for its community, on the road, at events, and wherever the spirit of freedom is found.
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About Harley-Davidson
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Building our legend and leading our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Since 1903, Harley-Davidson has defined motorcycle culture with an expanding range of leading-edge, distinctive and customizable motorcycles in addition to riding experiences and exceptional motorcycle accessories, riding gear and apparel. Harley-Davidson Financial Services provides financing, insurance and other programs to help get Harley-Davidson riders on the road. Learn more at www.harley-davidson.com.
