Hall of Fame Inductee – 2012
J.C. “Pappy” Hoel Outstanding Achievement Award
Steve Piehl was hired by the Harley-Davidson Motor Company right out of college and has worked there ever since. Steve’s first assignment was to organize demo rides for customers – this was the first time a motorcycle manufacturer ever offered demo rides. Since then, Steve has assisted in marketing Harley-Davidson in many ways.
In September of 1982, Steve was offered the job of starting a club for owners of Harley-Davidson motorcycles. In the months between his taking on the leadership role and the launch of Harley Owners Group on January 1, 1983, Steve worked to build the membership benefits, a Touring Handbook, the HOG Tales newsletter as well as a slate of events and tours. HOG has since grown to over one million members.
Over the years, Steve has held numerous roles on the Harley-Davidson Team and has taken leadership roles in a number of important projects. He’s been the head of the company’s PR Department, has been in charge of Event Marketing, and currently leads H-D’s Consumer Experience activities, including the Harley Owners Group. He had oversight roles in projects that include Harley demo rides, H-D’s first traveling museum, launch of harleydavidson.com & buell.com, and Jumpstart – the display unit that allows Harley-Davidson to give demo rides to non-motorcyclists.
Since HOG’s first appearance at Sturgis in 1984, Steve has always had a connection to the Sturgis Motorcycle Rally. He’s hosted national media and documentary film makers through the area, led the team in the Harley-Davidson Media Center during the 50th Anniversary, and two years ago, helped Harley move Rapid City to Downtown Sturgis.