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Ride Free: A Memoir
Willie G. Davidson likes to say that he was born with gasoline in his veins and a crayon in each hand. A designer at heart, Davidson combined his passions for art and motorcycles to extend a multi-generational unbroken thread from Harley-Davidson Motorcycle Company’s birth in a wooden shed in the early twentieth century to today. The grandson of one of the company’s founders and the son of one of its longtime presidents, Davidson created a series of iconic designs that defined Harley-Davidson “factory custom” bikes and cemented its standing as the premier motorcycle company in the world. Davidson was instrumental in saving the company from bankruptcy and then helping it explode into a global phenomenon. For more than five decades, Davidson was more than a namesake of the founders; he was the heart and soul of Harley-Davidson and a personal connection to millions of riders around the world who knew him simply as “Willie G.” Throughout his life, Davidson has embodied a close-to-the-customer relationship by attending motorcycle rallies, rides, and races with his late wife, Nancy, the “First Lady of Motorcycling,” and son and daughter Bill and Karen Davidson who recently joined their famous parents by being inducted into the Sturgis Motorcycle Hall of Fame and play key roles in the Motor Company today.
In Ride Free , Davidson recounts design, his memories of family, relationships, and events that defined his extraordinary life and legacy of power, passion, and purpose. Davidson gives readers a behind-the-scenes look at the planning, design, and conception of legendary bikes that inspired millions of riders over the past half-century; stories of his unforgettable rides around the world; the people he encountered while navigating thousands of miles on the roads; and the legacy that he and his family have created which will carry on the most famous name in motorcycles.
In Ride Free , Davidson recounts design, his memories of family, relationships, and events that defined his extraordinary life and legacy of power, passion, and purpose. Davidson gives readers a behind-the-scenes look at the planning, design, and conception of legendary bikes that inspired millions of riders over the past half-century; stories of his unforgettable rides around the world; the people he encountered while navigating thousands of miles on the roads; and the legacy that he and his family have created which will carry on the most famous name in motorcycles.
- GenresNonfiction
288 pages, Hardcover
Published August 1, 2023
25 people are currently reading
157 people want to read
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Displaying 1 - 17 of 17 reviews
February 17, 2024
In many ways, this book is falsely advertised. It is not a memoir, but rather an assembled history of the Harley Davidson company. If you’re an avid reader of business memoirs such as myself, then pass on this book. It’s well written and an interesting story, but misrepresented as a business memoir.
June 12, 2024
Form follows function, but both report to emotion.
Win on Sunday, sell on Monday.
Blending style with form, materials, technology, and performance is what made Harley Davidson distinctive from a styling standpoint. We combine those elements and work to create a feeling that starts with what you see with your eye but travels to your heart. That’s what separates us and keeps us Harley-Davidson. We work to create an intangible emotion through hardware that has beauty and function. Artistry in iron. Rolling sculpture.
I’m constantly learning in my studio, always a student. I’ve done a fair amount of research and read so many books about art. I’m learning all the time as if I’m climbing a mountain. I keep climbing and I’m never at the top.
A motorcycle has to trigger your emotions. Not everybody needs a motorcycle. A motorcycle has to make you feel good. It has to sound right. Look sound and feel. But what really makes riding a Harley special is more than that. It is about fulfilling people’s dreams. Supporting their pursuit of adventure and freedom for the soul. It’s all tied in with emotion and passion.
Riding through South Dakota is really something special. Rolling across the Great Plains, the simplicity of that landscape and the way the light plays on the fields, being with a group of motorcyclists and watching that stretched-out caravan roll through a long curve, then feeling the power, the pulse of the V-Twin as you accelerate into another long, straight section of road —it’s just something that strikes you emotionally. Those memories get inside you and stick with you. Sturgis is unique, but any big ride you go on is memorable.
Sometimes a particular ride will put an idea in your mind, as my early trips to Sturgis did for me. You never know where inspiration might come from or when it might arrive. It might be a hot rod show or noticing a new automotive trend, maybe something about a particular airplane, or even a bicycle or skateboard design. Often you’re not sure where an idea came from, but being surrounded by art and books and objects always helps.
It’s fascinating to me how different groups with different interests, all over the world through history, embellish the things they use, the things that matter to them. I believe it’s in our genes to change and modify, to augment and customize. We tend to go after distinction and uniqueness.
A motorcycle is so much more than transportation. It’s something that makes you feel good going down the road, and in feeling good, you want to individualize it so it’s yours. For a Harley enthusiast, their motorcycle is an extension of their personality and interests. They do things with their motorcycle to give the vehicle a personality, to bring it to life. They’re all folk artist in their own way. We give them a palette and they use it to express themselves.
You have to energize people and challenge them, make them feel that they’re a part of a new solution, show them what it can look like and say, “we think you guys can do this.” We work with people in so many areas of the company. It’s not enough to get buy-in from engineering; we have to energize and challenge our suppliers, the people in manufacturing, in paint shops, the guys who are polishing the parts, the people in quality— everyone all across the organization. If we make them a part of the process, and if the rapport and the relationships are right, then they’ll bring even more to the table than we ask for.
Win on Sunday, sell on Monday.
Blending style with form, materials, technology, and performance is what made Harley Davidson distinctive from a styling standpoint. We combine those elements and work to create a feeling that starts with what you see with your eye but travels to your heart. That’s what separates us and keeps us Harley-Davidson. We work to create an intangible emotion through hardware that has beauty and function. Artistry in iron. Rolling sculpture.
I’m constantly learning in my studio, always a student. I’ve done a fair amount of research and read so many books about art. I’m learning all the time as if I’m climbing a mountain. I keep climbing and I’m never at the top.
A motorcycle has to trigger your emotions. Not everybody needs a motorcycle. A motorcycle has to make you feel good. It has to sound right. Look sound and feel. But what really makes riding a Harley special is more than that. It is about fulfilling people’s dreams. Supporting their pursuit of adventure and freedom for the soul. It’s all tied in with emotion and passion.
Riding through South Dakota is really something special. Rolling across the Great Plains, the simplicity of that landscape and the way the light plays on the fields, being with a group of motorcyclists and watching that stretched-out caravan roll through a long curve, then feeling the power, the pulse of the V-Twin as you accelerate into another long, straight section of road —it’s just something that strikes you emotionally. Those memories get inside you and stick with you. Sturgis is unique, but any big ride you go on is memorable.
Sometimes a particular ride will put an idea in your mind, as my early trips to Sturgis did for me. You never know where inspiration might come from or when it might arrive. It might be a hot rod show or noticing a new automotive trend, maybe something about a particular airplane, or even a bicycle or skateboard design. Often you’re not sure where an idea came from, but being surrounded by art and books and objects always helps.
It’s fascinating to me how different groups with different interests, all over the world through history, embellish the things they use, the things that matter to them. I believe it’s in our genes to change and modify, to augment and customize. We tend to go after distinction and uniqueness.
A motorcycle is so much more than transportation. It’s something that makes you feel good going down the road, and in feeling good, you want to individualize it so it’s yours. For a Harley enthusiast, their motorcycle is an extension of their personality and interests. They do things with their motorcycle to give the vehicle a personality, to bring it to life. They’re all folk artist in their own way. We give them a palette and they use it to express themselves.
You have to energize people and challenge them, make them feel that they’re a part of a new solution, show them what it can look like and say, “we think you guys can do this.” We work with people in so many areas of the company. It’s not enough to get buy-in from engineering; we have to energize and challenge our suppliers, the people in manufacturing, in paint shops, the guys who are polishing the parts, the people in quality— everyone all across the organization. If we make them a part of the process, and if the rapport and the relationships are right, then they’ll bring even more to the table than we ask for.
October 4, 2023
Ride Free is the story of two legends, the Harley Davidson Company and Willie G. Davidson. I devoured the book. But that is understandable as I ride one of the "rolling sculptures" that Willie G. had a defining hand in designing, a 2012 Heritage Softail Classic. The book does not necessarily cover then entire life of the author or the motor company, but it is a thoroughly fascinating account of both. It is an account told through the eyes and soul of a hopelessly positive man with a passion for life and everything that moves on wheels, especially Harley Davidson motorcycles. His infectious positivity even finds much good that came out of the AMF years, a notorious period for anyone acquainted with the history of America's most iconic motorcycle brand. Critics may find fault in the way Willie G. repeats himself as he describes his experiences, but I can't help but think it reflects the man himself, with his incurable enthusiasm.
I found his story captivating and also learned much about leadership in his descriptions of listening to customers and the teamwork of the design team at Harley Davidson. In my career I had a similar approach, preferring a small team of positive people who complemented each other and worked as a team.
The book is essential reading for anyone who loves Harley Davidson motorcycles and is destined to become as much of a classic and the company itself, and Willie G. himself.
I found his story captivating and also learned much about leadership in his descriptions of listening to customers and the teamwork of the design team at Harley Davidson. In my career I had a similar approach, preferring a small team of positive people who complemented each other and worked as a team.
The book is essential reading for anyone who loves Harley Davidson motorcycles and is destined to become as much of a classic and the company itself, and Willie G. himself.
January 21, 2024
Ride Free – a Memoir. Willie G. Davidson. A biography of Harley-Davidson as well as the author, a grandson of the founder. Well-written, moves right along. I read it in three days.
A one-sided history of the company. The passion he has for the company, for art, for design, and for motorcycles. He went to ArtCenter in California for training, then got married and worked for a design firm in Milwaukee for three years before joining HD. Pretty much started the Design department and headed it for 50 years before retiring. His passion for shape, color, function and feel is obvious. He’s a watercolor artist (one painting per day), and father of three talented kids – one grandkid. HD as a fundraiser for Muscular Dystrophy and other causes. Huge HD birthday parties. Long rides as part of these, converging on Milwaukee. The few years AMF (American Machine and Foundry, a holding company) held HD were not to bright. Not a lot of money made, and eventually AMF was bought by 13 HD employees. Rough times followed, saved by Reagan putting a tariff on big Japanese motorcycles.
It was interesting to read of the passion Willie G has for his work and his company. It was interesting to read about design and how artists view things. They visually see the world differently than I do, more passionately and with more life. January 21, 2024.
A one-sided history of the company. The passion he has for the company, for art, for design, and for motorcycles. He went to ArtCenter in California for training, then got married and worked for a design firm in Milwaukee for three years before joining HD. Pretty much started the Design department and headed it for 50 years before retiring. His passion for shape, color, function and feel is obvious. He’s a watercolor artist (one painting per day), and father of three talented kids – one grandkid. HD as a fundraiser for Muscular Dystrophy and other causes. Huge HD birthday parties. Long rides as part of these, converging on Milwaukee. The few years AMF (American Machine and Foundry, a holding company) held HD were not to bright. Not a lot of money made, and eventually AMF was bought by 13 HD employees. Rough times followed, saved by Reagan putting a tariff on big Japanese motorcycles.
It was interesting to read of the passion Willie G has for his work and his company. It was interesting to read about design and how artists view things. They visually see the world differently than I do, more passionately and with more life. January 21, 2024.
January 5, 2024
Great book, not a Harley Davidson fan, Prefer Ducati, BMW, and old Triumph from 1967. HD sales from recent not discussed. HD was at 250,000 units just ten years ago, last year 200,000 units, 2023 is 160,000. The problem is obvious, yet profits are up. Only wearables apparel have increased, on the West Coast, people complain that large mark ups are expected to any prospective buyer.
Young people would like to own one, but price of entry is just to steep. You must remember Ducati, and BMW have some very expensive models, and they are having some of there best years ever. Actually increasing sales, BMW is at 200,000, Ducati at 63000 units. The reader might ask why read the book, HD is made in Milwaukee. Lived around the area my whole life. So it is interesting story regarding motor transport.
Concerns HD needs to attract a new audience, and time is ticking down rapidly. Riding in Wisconsin is interesting, no helmet or protective clothing probably a HD, many bikes at a bar, most likely HD. Bandanas are more popular than helmets, so sun burn a concern. Road rash and hard trees are not. This is increasing high deer strikes in Wisconsin. Great book, but as a company, technology, and performance there is a lot that makes little sense
Young people would like to own one, but price of entry is just to steep. You must remember Ducati, and BMW have some very expensive models, and they are having some of there best years ever. Actually increasing sales, BMW is at 200,000, Ducati at 63000 units. The reader might ask why read the book, HD is made in Milwaukee. Lived around the area my whole life. So it is interesting story regarding motor transport.
Concerns HD needs to attract a new audience, and time is ticking down rapidly. Riding in Wisconsin is interesting, no helmet or protective clothing probably a HD, many bikes at a bar, most likely HD. Bandanas are more popular than helmets, so sun burn a concern. Road rash and hard trees are not. This is increasing high deer strikes in Wisconsin. Great book, but as a company, technology, and performance there is a lot that makes little sense
August 25, 2023
Unlike the autobiography I read about Billy Busch, from the Anheuser-Busch company, where for most of the book, he discussed his fairy tale life growing up, Willie Davidson from the Harley-Davidson company didn’t do that.
Willie discussed in really good details his passion for art and motorcycles. Even though, I am not a motorcycle enthusiast, I did enjoy reading about how the company got started (his great grandfather and his two brothers, and Bill Harley in 1903), and how certain motorcycles came to be.
In addition to working for the company, he also was an avid rider and often rode motorcycles across the country in support of company celebrations and Muscular Dystrophy Association events where they helped raise a lot of money for them. Even his wife and children are avid riders and are often seen riding with him.
While on these rides, he was often riding with fellow colleagues from the company and other motorcyclists and when the wheels stopped for food or lodging, he would chat and talk motorcycles with everybody.
Willie discussed in really good details his passion for art and motorcycles. Even though, I am not a motorcycle enthusiast, I did enjoy reading about how the company got started (his great grandfather and his two brothers, and Bill Harley in 1903), and how certain motorcycles came to be.
In addition to working for the company, he also was an avid rider and often rode motorcycles across the country in support of company celebrations and Muscular Dystrophy Association events where they helped raise a lot of money for them. Even his wife and children are avid riders and are often seen riding with him.
While on these rides, he was often riding with fellow colleagues from the company and other motorcyclists and when the wheels stopped for food or lodging, he would chat and talk motorcycles with everybody.
June 18, 2024
Was so interesting reading about how much influence he has had over the years creating the bikes, the emblems, the brand, and the overall culture of HD. As a rider (100YR Road King) his points of being part of something, the emotion of riding, the customization and artwork of each bike, and how it makes me feel when I ride it touched home. Hard to imagine Sr Leadership of any publicly traded company having the “love affair and emotional bond” that Willie G did for HD. A lot to be learned and should be considered for business majors and leaders. Next time I go to the museum, I’ll look at things differently. Thanks Willie and I hope you learn all the rules the Bucks have!! Keeping my book in my bags in case I run into you (autograph). Ride Free!
February 20, 2024
This was a wonderful memoir. Being a new Harley owner, I wanted to read this to learn more about the history of the HD brand. From their very humble beginnings with building the first motorcycle in a shack in the backyard, surviving two world wars and so many economic challenges, they stayed true to their brand and succeeded beyond what any of them could have dreamed of making Harley Davidson an American legacy.
September 28, 2025
As someone who works within the HD brand I was excited to give this a read. It goes over his life’s work, and the brand itself. His passion for what he does and what this brand has accomplished is very evident in his writing. This isn’t just his life in this book, it includes the brand from its beginnings, the shifts in success, adaptions, growth and accomplishments of what his family, brand and legacy have endured.
June 14, 2024
I have to start... I am not a rider... I'm an American and truly appreciate and support HD the company the mantra the life.
That being said I enjoyed reading the history of HD interwoven with Willie G. After all, the two are inseparable. I got lost in the tech of building rides and skimmed thru a lot (sorry).
That being said I enjoyed reading the history of HD interwoven with Willie G. After all, the two are inseparable. I got lost in the tech of building rides and skimmed thru a lot (sorry).
July 21, 2024
Great for Harley-Davidson Enthusiasts
I loved learning the history of Harley-Davidson. As a new Harley-Davidson rider, it was interesting reading about the trials and triumphs of this company. I loved reading about Willie G and hearing from him. It’s nice to learn why people regard him as the savior of Harley-Davidson and why he’s the only person with a logo within the company. Coming from the sport bike world, it gives me a greater appreciation for why I’m now a Harley-Davidson enthusiast. I love my 2023 Fat Boy and hearing the story behind its use in Terminator 2 was especially rewarding.
I loved learning the history of Harley-Davidson. As a new Harley-Davidson rider, it was interesting reading about the trials and triumphs of this company. I loved reading about Willie G and hearing from him. It’s nice to learn why people regard him as the savior of Harley-Davidson and why he’s the only person with a logo within the company. Coming from the sport bike world, it gives me a greater appreciation for why I’m now a Harley-Davidson enthusiast. I love my 2023 Fat Boy and hearing the story behind its use in Terminator 2 was especially rewarding.
December 10, 2024
If you love Harley Davidson, it's a great read. It's great to get the behind-the-scenes tour behind so many critical moments in the company's history. With that said, the writing has a tendency to ramble a bit, and go down little digressions that make it a little hard to follow, but overall I really enjoyed it.
August 3, 2024
Great read for motorcycle lovers. Good insight from a family member instrumental in making Harley Davidson an American icon.
March 7, 2025
absolutely loved this book!
March 31, 2025
Good read!
For anyone that loves the motor company, this is a good read from a good man, thanks for everything Willie G!
For anyone that loves the motor company, this is a good read from a good man, thanks for everything Willie G!
July 28, 2024
**Review: "Ride Free: The Legend of Harley-Davidson" by Willie G. Davidson**
"Ride Free: The Legend of Harley-Davidson" by Willie G. Davidson is an engaging memoir that offers a behind-the-scenes look at the iconic motorcycle brand through the eyes of one of its most influential figures. Willie G. Davidson, known for his innovative designs and deep passion for Harley-Davidson, provides readers with a personal narrative that spans the brand's history, his own career, and the unique culture surrounding these legendary motorcycles.
The memoir is a rich tapestry of stories and insights, beginning with Davidson's early life and his family’s deep roots in the company. As the grandson of one of the co-founders, William A. Davidson, and the son of William H. Davidson, Willie G. brings a unique, multi-generational perspective to the Harley-Davidson legacy. He shares his experiences growing up in a family dedicated to motorcycles and how he eventually found his own path within the company, contributing significantly to its design and cultural ethos.
One of the standout aspects of "Ride Free" is Davidson's detailed recounting of the design process behind some of Harley-Davidson's most iconic models. His work on bikes like the Super Glide, Low Rider, and the FX series demonstrates his innovative approach and deep understanding of what riders want. He provides fascinating insights into the challenges and triumphs of designing motorcycles that are not only functional but also embody the freedom and rebellion that Harley-Davidson represents.
Davidson's passion for motorcycles and the Harley-Davidson brand is evident throughout the book. He delves into the ethos of the Harley-Davidson community, exploring how the brand has come to symbolize a unique lifestyle and spirit of adventure. The memoir is filled with anecdotes about biker rallies, road trips, and the camaraderie among riders, painting a vivid picture of the Harley-Davidson culture.
The book is also visually rich, featuring numerous photographs and illustrations that complement Davidson's narrative. These images not only showcase the beauty of the motorcycles but also capture key moments in the brand's history, adding depth and context to the story.
While "Ride Free" celebrates the triumphs and innovations of Harley-Davidson, Davidson does not shy away from discussing the challenges the company faced over the years, including economic downturns, changing market trends, and internal struggles. His candid reflections on these issues provide a balanced view of the brand's journey and the resilience required to sustain its legacy.
For fans of Harley-Davidson, "Ride Free" is a treasure trove of history, design, and personal stories that offer a deeper appreciation for the brand. It’s a memoir that not only highlights Willie G. Davidson’s significant contributions but also celebrates the broader Harley-Davidson community and the enduring appeal of these motorcycles.
Overall, "Ride Free: The Legend of Harley-Davidson" by Willie G. Davidson is a must-read for motorcycle enthusiasts and anyone interested in the history of one of America's most iconic brands. It’s a heartfelt and insightful memoir that captures the essence of Harley-Davidson's enduring legacy and the man who played a pivotal role in shaping its identity.
"Ride Free: The Legend of Harley-Davidson" by Willie G. Davidson is an engaging memoir that offers a behind-the-scenes look at the iconic motorcycle brand through the eyes of one of its most influential figures. Willie G. Davidson, known for his innovative designs and deep passion for Harley-Davidson, provides readers with a personal narrative that spans the brand's history, his own career, and the unique culture surrounding these legendary motorcycles.
The memoir is a rich tapestry of stories and insights, beginning with Davidson's early life and his family’s deep roots in the company. As the grandson of one of the co-founders, William A. Davidson, and the son of William H. Davidson, Willie G. brings a unique, multi-generational perspective to the Harley-Davidson legacy. He shares his experiences growing up in a family dedicated to motorcycles and how he eventually found his own path within the company, contributing significantly to its design and cultural ethos.
One of the standout aspects of "Ride Free" is Davidson's detailed recounting of the design process behind some of Harley-Davidson's most iconic models. His work on bikes like the Super Glide, Low Rider, and the FX series demonstrates his innovative approach and deep understanding of what riders want. He provides fascinating insights into the challenges and triumphs of designing motorcycles that are not only functional but also embody the freedom and rebellion that Harley-Davidson represents.
Davidson's passion for motorcycles and the Harley-Davidson brand is evident throughout the book. He delves into the ethos of the Harley-Davidson community, exploring how the brand has come to symbolize a unique lifestyle and spirit of adventure. The memoir is filled with anecdotes about biker rallies, road trips, and the camaraderie among riders, painting a vivid picture of the Harley-Davidson culture.
The book is also visually rich, featuring numerous photographs and illustrations that complement Davidson's narrative. These images not only showcase the beauty of the motorcycles but also capture key moments in the brand's history, adding depth and context to the story.
While "Ride Free" celebrates the triumphs and innovations of Harley-Davidson, Davidson does not shy away from discussing the challenges the company faced over the years, including economic downturns, changing market trends, and internal struggles. His candid reflections on these issues provide a balanced view of the brand's journey and the resilience required to sustain its legacy.
For fans of Harley-Davidson, "Ride Free" is a treasure trove of history, design, and personal stories that offer a deeper appreciation for the brand. It’s a memoir that not only highlights Willie G. Davidson’s significant contributions but also celebrates the broader Harley-Davidson community and the enduring appeal of these motorcycles.
Overall, "Ride Free: The Legend of Harley-Davidson" by Willie G. Davidson is a must-read for motorcycle enthusiasts and anyone interested in the history of one of America's most iconic brands. It’s a heartfelt and insightful memoir that captures the essence of Harley-Davidson's enduring legacy and the man who played a pivotal role in shaping its identity.
Displaying 1 - 17 of 17 reviews