Weirdly, Harley-Davidson Partnered With Jeep In Europe Instead of Ford

Famously, Ford's CEO Jim Farley sits on Harley-Davidson's board of directors. Yet, for some reason, Harley just announced it's partnered with Jeep in Europe.

Photo by: Harley-Davidson

By: Jonathon Klein

Apr 30, at 8:49am ET

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If there are two iconic vehicle manufacturers with a history of working together, it's Ford and Harley-Davidson. Famously, the brands collaborated in the early aughts on a series of F-150 pickups with the Harley crest, and some bespoke colorways and interiors. And they sold pretty well, with the partnership continuing into the current era.

Moreover, Ford's own CEO, Jim Farley, is on the board of directors of Harley-Davidson. And given the boardroom drama that plagued the Motor Co. last year, and the subsequent fallout, as well as a brand new CEO who doesn't quite have the vehicle manufacturing history, I would've thought Harley's Starrs would've leaned on Farley's history.

So color me surprised when I saw that Harley-Davidson had not partnered with Ford, but with Jeep in Europe. I'm sorry, but what's going on here?

Harley-Davidson x Jeep Europe

Photo by: Harley-Davidson

According to Harley-Davidson's press release, "Harley-Davidson has announced a new European partnership with Jeep for 2026, bringing together two iconic brands united by a shared passion for freedom, adventure, and exploration. The collaboration will see both brands come together at key Harley-Davidson motorcycle and community events across Europe throughout the 2026 riding season."

The Motor Co. adds, "The partnership will officially launch at the European Spring Rally in Senigallia, Italy, from 30 April to 3 May 2026, opening the riding season and setting the tone for a year of joint activations, community engagement, and shared experiences on the road. The 2026 partnership marks the next chapter in a collaboration that first began in 2014, strengthening the connection between two of the most passionate brand communities in the world. Harley Owners Group (H.O.G.) members and the Jeep community regularly bring together tens of thousands of enthusiasts at events across Europe, creating moments defined by shared values, mechanical passion, and unmistakable energy."

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I somewhat get this, as Harley-Davidson people are very similar to Jeep people. They're brand enthusiasts above all else, and eat this sort of group ride mentality more than Ford folks likely do. But with Farley on the board, and with Ford's history of collaborating with Harley-Davidson, it does seem a little bit of a shot at Ford.

Harley-Davidson x Jeep Europe

Photo by: Harley-Davidson

Even more confusing is that Harley is partnering with Jeep in Europe. I don't know if you know this, but Europeans aren't as duck crazy as Americans, and while there are certainly Jeep on the continent, it's not the same fervent fanbase as it is here in the States. Harley is likely the bigger name of the two, and it feels like the company could've maybe picked a better partner for expanding its European base. But that's just my perspective.

Harley's announcement also added, "Throughout 2026, Jeep and Harley‑Davidson will come together at a series of flagship Harley-Davidson European events, including: European Spring Rally, Senigallia, Italy – 30 April to 3 May, European H.O.G.® Rally, Cascais, Portugal – 18 to 21 June, European Bike Week, Faaker See, Austria – 8 to 13 September, International Ladies of Harley® Event, Pescara, Italy – 3 October, [and the] H.O.G. Winter Meeting, Genoa, Italy – 28 November. At each event, fans will have the opportunity to experience both brands side by side, with a focus on adventure, exploration, and the lifestyle that connects Harley-Davidson riders and Jeep owners alike. Activity on site will be supported by shared storytelling across social and digital platforms, extending the partnership well beyond the event footprint."

So if you're in Europe and you're a big Jeep and Harley-Davidson fan, well, you'll be replete with options to enjoy the two side by side. As for me, I'll just be here scratching my head at this one.