Harley Announces Let’s Ride Challenge

After a disappointing second quarter earnings call and recent restructuring branded the “Rewire” (which resulted in hundreds of layoffs and an ousted CFO), Harley-Davidson is looking to throw some sunshine into the shade with a new initiative aimed at challenging riders to get on their damn bikes and ride. Seems like it’s time to drown out all the negative noise—and what better way than to put some miles down on two wheels?

Dubbed the Let’s Ride Challenge, Harley says the whole deal is meant to showcase the power of riding. It aims to do that through riding-related activities which can earn participants entries (or points) for a chance to win prizes, including a custom 2020 Harley-Davidson Low Rider S motorcycle as well as weekly drawings for additional prizes.

Related: 2020 Harley-Davidson Low Rider S First Ride Review

Jon Bekefy, general manager of Brand Marketing, said, “The Let’s Ride Challenge is Harley-Davidson’s invitation for all riders in this challenging time to rediscover adventure through socially distanced riding …” Which means that if you own a bike—no matter what brand—you can join in, as long as you’re out there covering ground (and download the Harley-Davidson app).

Riders can earn entries through the following methods:

• Join the Let’s Ride challenge on the Harley-Davidson app (and track miles)

• Riding 0–600 miles earns you another five entries

• Ride 601–1,200 miles and snag an additional five entries

• Demo a Harley-Davidson motorcycle for five entries; do a second demo and 

score another additional five entries

• Take a Harley-Davidson Riding Academy New Rider Course and earn 15 entries.

Or you can just ride. Harley-Davidson has collected rides from members of the H-D community and dealerships to get us all out of our garages and riding. There are three types of rides you’ll find here (through a dealership or through the app):

Short Rides: It could even be a ride around the block or seeing something new. Just something to help mix up the daily routine.

Day Ride: The next step up can really help ease you into the riding season more fully. The day rides you find here are all about epic day trips.

Overnight Ride: Step it up even more and celebrate the open road, then spend the night, all without crossing state lines.

Harley also says it’s hoping riders will get out into the community and dig around a little. The MoCo suggests you ask a local dealership about rides with fellow motorcyclists for new ways to interact with the riding community and discover new routes. Or download the H-D app to plan a route, track a ride, and find epic rides nearby.

Here’s the big carrot in the contest: a customized 2020 Low Rider S motorcycle, inspired by the 1980 FXB Sturgis model and fully decked out with a 117 Stage IV kit and a whole passel of Harley-Davidson Parts and Accessories. 

In addition, every week a winner will be randomly selected to win an assortment of Harley-Davidson General Merchandise and a Yoder Smokers Competition Pellet Grill.

Enter the challenge on July 31 and check out all the ways you can win at h-d.com/letsride.