The company emphasizes heavy bikes designed for cruising and known for their distinctive exhaust noise.

Harley-Davidson motorcycles (popularly referred to as "Harleys") are distinctive in design and attract a loyal following, and hold their resale value very well compared to other vehicles. A well maintained vehicle might never drop in value at all, although regular maintenance is expected.

The company supplies many domestic police forces with their motorcycle fleets. Harleys are especially noted for the tradition of heavy customization that gave rise to the chopper-style of motorcycle. It also licenses its logo, which is a profitable side business ($41 million of revenue in 2004, or almost 5% of net income).

Since 1998 Harley-Davidson has also owned Buell Motorcycle Company.

The Harley-Davidson V-twin engine

On the V-twin, the sequence is as follows:

1. the first piston fires (this is the 0° position)
2. the other piston fires at 315° into the stroke
3. there is a 405° gap (as both cylinders go through their exhaust stroke) until the first piston fires again

This design, which is covered under several United States patents, gives the Harley-Davidson V-twin its unique "potato-potato" sound.

On 1 February 1994, the company filed a trademark application for the distinctive sound of a Harley-Davidson motorcycle engine: "The mark consists of the exhaust sound of applicant's motorcycles, produced by V-twin, common crankpin motorcycle engines when the goods are in use". Nine of Harley-Davidson's competitors filed comments opposing the application, arguing that cruiser-style motorcycles of various brands use a single-crankpin V-twin engine which produce a similar sound. These objections were followed by litigation. After six years, Harley-Davidson withdrew their trademark application.