You spend hundreds of millions trying to be something you are not, only to spend hundreds of millions more trying to be exactly what you have always been. Harley-Davidson just launched a massive campaign to "return to its roots," but let’s call it what it actually is: an $80-million corporate apology tour. Here is a masterclass in how a Fortune 500 company burned half a billion dollars by sprinting in a perfect circle.

For decades, V-Twin manufacturers have relied on the distributor-dealer network to market their parts. But as growth plateaus, the industry is realizing a hard truth: independent builders are master mechanics, not marketing agencies. Discover why relying on the catalog is costing you market share, and how to build a Direct-to-Consumer marketing engine that drives targeted riders straight to your dealers.

Full Throttle Sturgis is setting a new standard for the 85th Sturgis Rally. Boasting a massive 13-million-square-foot facility and an official partnership naming it the 'Home Base' for Harley-Davidson, Michael Ballard’s iconic venue is gearing up for its biggest year yet. Featuring a stacked concert lineup from Disturbed to Hank Williams Jr. and world-class amenities at Pappy Hoel Campground, Full Throttle is where the industry converges and the party never stops.