Our primary goal in collecting your personal information is to enable us to provide our products and services to you and to help personalize your interactions and experiences with us. This Notice explains what personal information we may collect from you, when we may collect it, how we may use and disclose it, and your rights regarding our use of it. By using our websites, our mobile app and any products or services purchased or subscribed to via our websites and mobile app, and by submitting your personal information, you agree to the terms of this Privacy Notice.
The entities responsible for the data processing described in this Notice are Harley-Davidson Europe Ltd, 6000 Garsington Road, Oxford, Oxfordshire, OX4 2DQ, United Kingdom ("Harley-Davidson Europe") and Harley-Davidson Retail BV, Laan van Vredenoord 33, 2289DA Rijswijk, the Netherlands (“Harley-Davidson Retail”), who are joint data controllers of such data processing for the purposes of data protection laws. You can assert your data subject rights under the relevant data protection laws against both data controllers for data processing activities carried out in joint controllership.
The entity responsible for the personal data processed in the context of data received from third party financial services trademark licensees is Harley-Davidson Financial Services Europe Ltd, 6000 Garsington Road, Oxford, Oxfordshire, OX4 2DQ, United Kingdom. The contact details of these controllers can be found in the “How do I contact Harley-Davidson?” section below.
In this Notice, "Harley-Davidson" is used to refer to Harley-Davidson Europe, Harley-Davidson Retail, Harley-Davidson, Inc., and Harley-Davidson Financial Services Europe Ltd, where the information provided in the Notice is equally applicable to more than one controller.
Please note that this Notice does not apply to any Harley-Davidson Financial Services entities other than Harley-Davidson Financial Services Europe Ltd, which have their own privacy practices and privacy notice available here.
Our independent Harley-Davidson dealers may share certain information with us in connection with your purchase of a Harley-Davidson vehicle. However, this Notice does not apply to them or your communications with them. Please contact the dealer or visit the dealer website to learn more about its privacy practices.
We may collect personal information from you when you visit one of our websites, save your information with us online, contact us with a question or concern, want to organize a test ride or organize a rental, process your information for warranty purposes or participate in a contest, promotion, or survey. If we do not collect this personal information, we may not be able to provide you with the products and service you have requested. We also may receive personal information about you from certain trademark licensees of Harley-Davidson or its affiliates, and specifically from licensees that provide financial services to persons acquiring a Harley-Davidson motorcycle in markets other than the United States or Canada. We obtain this information in order to advise these licensees on the structure and administration of the financial services they provide to persons acquiring a Harley-Davidson motorcycle and to optimize the experience for such persons. Financial services provided in the United States by Harley-Davidson Financial Services, Inc. and its subsidiaries are not included in this Privacy Notice and are subject to a separate Privacy Notice.
We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows.
Category of Data |
Description |
Identity Information |
Information about you including your first name, last name, title, date of birth, gender, Driver's License information, VIN. |
Contact Data |
Contact details including billing address, delivery address, email address and telephone numbers. |
Payment Data |
Credit card/payment details, issuing bank, expiry date and security code and billing address. |
Transaction Data |
Details about payments to and from you and other details of products and services you have purchased from us and from which of our stores, as well as in connection with financial services you may receive in connection with the purchase of Harley-Davidson products from trademark licensees of Harley-Davidson or its affiliates in connection with your Harley-Davidson motorcycle. |
Technical Data |
Internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform and other technology on the devices you use to access our website or app. |
Profile Data |
Information about your profile including your username and password, purchases or orders made by you, your interests, preferences, clothing sizes, feedback and survey responses. In some countries outside of Europe, information received from trademark licensees providing financial services to you may include credit profile including credit tier, delinquency, payment history, amount financed, credit term, and other attributes impacting credit score or account performance. |
Usage Data |
Information about how you use our website, mobile app, products and services. |
Marketing and Communications Data |
Your preferences in receiving marketing from us and our third parties and your communication preferences. |
Mobile App Data |
Your device type, operating system, IP address, the unique identification number, the type of browser, the Internet service provider, information about your use of the app, and location of your device (assuming you have agreed in your device settings to the location of your device). |
We process your personal information in order to |
We use the following categories of personal information |
We rely on the following legal grounds to carry this processing |
Render a service that you requested such as facilitating rentals or test rides, answering your queries relating to our products, dealers or events, enrolling you for rallies, tours or Harley Owner Group events or managing your HOG membership |
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Necessity for the performance of your contract/subscription with us |
Liaise with you regarding warranty or recall information |
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Necessity for the performance of your contract/subscription with us Compliance with our legal obligations, such as product safety laws |
Personalize and enhance your experiences when you interact with Harley-Davidson |
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Our legitimate interests in improving user experience and our products and services |
Help us learn more about your motorcycle and retail preferences |
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Our legitimate interests in improving user experience and our products and services, as well as those products and services offered by our licensees. |
Communicate with you and send you information by email, telephone (including autodialed or pre-recorded call), text message, or other means about our products, services, contests, and promotions, until you direct us to no longer contact you with promotional communications |
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Your consent, which you are allowed to withdraw at any time (without this affecting the lawfulness of the processing carried out before your withdrawal). (please see the "How do I opt-in or opt-out of promotional communications?” section below for more information on this topic) Our legitimate interests in keeping you informed of interesting information about our services and improving user experience (where consent is not required by law) |
Update you on membership programs, benefits and services, and to enhance your membership experience |
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Necessity for the performance of your contract/subscription with us Our legitimate interests in keeping you informed of interesting information about our services and improving user experience |
Administer contests and promotions, and to respond to your corresponding requests |
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Our legitimate interests in conducting legitimate promotional activities and raising brand awareness |
Enable us or our trademark licensees to provide you with the highest quality experiences, products, services and motorcycles |
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Our legitimate interests in better understanding your use of our products and services and in improving them. |
Investigate, prevent, or respond to suspected illegal activities or fraud, or to protect the safety, rights, or property of you, us, or a third party |
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Our legitimate interests in maintaining the integrity and safety of our business and users. Compliance with relevant legal obligations. |
Establish or exercise our legal rights or defend against any legal claims |
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Our legitimate interests in protecting such legal interests. |
Manage and improve our websites, mobile app, events, experience, products and services |
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Our legitimate interests in updating and improving our website and other customer-facing platforms to ensure the best overall customer experience. |
Perform marketing and demographic research and analysis |
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Our legitimate interests in understanding our customers and target markets in order to increase business efficiency and devise short and long term improvement strategies. |
The recipients above may be established in countries other than your own, including outside the EEA, which do not offer the same level of privacy protection.
Some recipients in the US may be certified under the EU-U.S. Privacy Shield and thereby deemed to provide an adequate level of data protection from an EU law perspective. To the extent we transfer your personal data to countries not providing an adequate level of data protection according to an adequacy decision of the EU Commission, Harley-Davidson takes all steps that are reasonably necessary to ensure that your personal data is protected in accordance with applicable laws, including, where relevant, by entering into EU standard contractual clauses adopted by the European Commission or other appropriate safeguards with the party outside the EU/EEA.
Specifically, transfers of personal data to Harley-Davidson Inc, and its US subsidiaries listed in the previous section are covered by an intra-group data transfer agreement conforming to such EU standard contractual clauses.
You may ask for a copy of such appropriate safeguards by contacting us as set out in the "How do I contact Harley-Davidson?" section below.
Harley-Davidson maintains physical, electronic, contractual, procedural and managerial safeguards to protect the confidentiality, integrity, security, and privacy of your personal information.
We use Secure Sockets Layer (SSL) technology to protect your information as it is transmitted to us. We also employ user authentication procedures and other preventative technologies designed to keep your data secure and protected. Access to personal information is limited to authorized Harley-Davidson personnel who require access to perform their job functions, and to authorized third parties that are contractually required to keep your information confidential and secure. Please note, however, that no data transmission or storage can be guaranteed to be 100% secure. As a result, while we strive to protect the information we maintain, we cannot ensure or warrant the security of any information that you transmit to us.
You are responsible for taking all reasonable steps to protect your Customer Account ID and password. Please store these in a safe location and do not share them with any third party.
The amount of time Harley-Davidson will retain personal information varies, depending on the services Harley-Davidson has provided, the nature of the relationship between Harley-Davidson and the third party licensee from whom Harley-Davidson receives the personal information, and the nature of the personal information that Harley-Davidson holds. Harley-Davidson only retains personal information for such period of time as is necessary for the legitimate purposes for which the personal data are processed.
Legal requirements, however, may require us to retain some or all of the personal information we hold for a period of time that is longer than that for which we might otherwise hold.
When personal information is no longer required by Harley-Davidson or by law, Harley-Davidson will either convert it into an aggregated non-identifying form or Harley-Davidson will appropriately destroy or erase the personal information.
Pursuant to applicable data protection laws you have certain rights with respect to the personal information that we process about you. Please note that these rights might be limited under applicable local data protection law.
To exercise the right to know or right to delete, you may submit a request by:
Online at: Data Privacy Request Form
By email: DataPrivacy@Harley-Davidson.com
By Phone: 1-800-258-2464
Harley-Davidson wants to communicate with you only if you want to hear from us. At the time when we collect your personal information you will generally be offered a choice, in compliance with local law, of whether you wish to receive promotional communications.
If you change your mind about your current communication preferences with Harley-Davidson, you can use the unsubscribe feature in a marketing email or log into your online profile account to change your preferences. You can also contact our customer service team via phone or mail as described in the section "How do I contact Harley-Davidson?" below.
Note that even if you opt-out from receiving promotional communications, Harley-Davidson may still contact you, including by email, for matters related to your purchase or subscription with us, such as for warranty and recall information or information about your order status and shipment. We may also need to contact you via telephone, email or postal mail with questions or information regarding your order.
Opt outs are entity specific. Opting out with respect to one Harley-Davidson entity is not automatically effective with respect to other entities.
For your convenience, our websites may contain links to other companies' sites such as authorized Harley-Davidson dealers or third party licensees of Harley-Davidson as described above, which may have privacy notices that differ from our own. We do not endorse and are not responsible for the content or practices of any linked sites. We recommend that you review the privacy notice of any site that you access through a link from our sites or our mobile app.
As Harley-Davidson business or outside business conditions change, we may update our Privacy Notice to reflect changes in our practices. We will post a revised Privacy Notice on our website as needed due to changes in our practices or as otherwise legally required.
For questions or concerns specific to our Privacy Notice and its application, or to withdraw your consent or exercise your rights under applicable data protection law, please contact our privacy offices:
Harley-Davidson Europe at:
Harley-Davidson Retail at:
For privacy inquiries related to financial services provided by third party trademark licensees, contact Harley-Davidson Financial Services Europe Ltd. at: