Steve Piehl

Steve Piehl: A Lifelong Journey with Harley-Davidson

At 18, Steve Piehl took his first spin on two wheels, thanks to his brother who sold him his very first motorcycle. Under the watchful eye of his sibling, Steve honed his skills by mastering figure eights in the family yard. Little did he know, this first ride was just the beginning of a remarkable journey that would span over three decades at Harley-Davidson—the only company he’s ever worked for.

A Dream Begins

Steve’s career at Harley-Davidson kicked off right after college, when he landed a position in the marketing department. His inaugural assignment was to organize demo rides—a task that may seem routine today but was groundbreaking at the time. At the Aspencade Rally in Ruidoso, New Mexico, Steve orchestrated the first-ever demo rides for Harley-Davidson, coinciding with the launch of the 1980 Harley-Davidson Tour Glide. This initiative not only paved the way for future demo rides across the motorcycle industry but also marked a significant turning point in how manufacturers engage with potential buyers.

Founding the HOG Community

Just a couple of years into his role, Steve was presented with an exciting opportunity: to start a club for Harley-Davidson owners. Between accepting the leadership position and the official launch of the Harley Owners Group (HOG) on January 1, 1983, Steve worked diligently to create membership benefits, design a Touring Handbook, develop the HOG Tales newsletter, and plan events and tours. His membership number, 0000012, is a cherished piece of HOG history. Today, HOG boasts over one million members, a milestone reached in 2008, a testament to the community Steve helped cultivate.

A Versatile Career

Throughout his tenure at Harley-Davidson, Steve has worn many hats. He has headed the company's PR Department, overseen Event Marketing, and currently leads Consumer Experience activities, including HOG. His leadership has been pivotal in various projects, including the development of demo rides, Harley’s first traveling museum, the launch of harleydavidson.com and buell.com, and the innovative Jumpstart display unit that introduces non-motorcyclists to the thrill of riding.

Since HOG's first appearance at the Sturgis Motorcycle Rally in 1984, Steve has maintained a close connection to this iconic event. He has hosted national media and documentary filmmakers, assisted Malcolm Forbes in launching his Harley-shaped hot air balloon, and played a vital role during Harley-Davidson’s 50th Anniversary celebrations. Just two years ago, Steve helped transition the Motor Company’s show from Rapid City to the heart of Downtown Sturgis, enhancing the experience for rally attendees.

Living the Dream

Steve passionately asserts that he has the best job in the world. Not only does he work for Harley-Davidson, but he also gets to engage in programs that enhance the consumer experience—such as HOG, Rider’s Edge, Authorized Rentals & Tours, and various events and racing activities. His commitment to understanding the desires and needs of riders drives his enthusiasm and involvement in every project.

Off the clock, Steve shares his life with his wife, Mary, whom he has been married to for nearly 31 years. Together, they have raised three children, who now thrive in Phoenix, St. Louis, and London.

A Legacy of Passion

Steve Piehl’s journey with Harley-Davidson is a reflection of a deep-seated passion for motorcycling, community, and adventure. His contributions have not only shaped the brand’s marketing strategies and community engagement but have also created lasting connections among riders around the world. As he continues to foster excitement and inclusivity within the Harley-Davidson family, Steve remains a true ambassador for the freedom and camaraderie that motorcycling represents.