Sturgis Motorcycle Museum - Preserving our Motorcycle Hertiage



Sturgis Motorcycle Museum - All rights reserved 2012

Piehl overlooking driver training


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 &, 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.



Donated and Operated by IMBBA

Many of Sturgis Hall of Fame Members Earned IMBBA's Lifetime Achievment Awards  VISIT IMBBA HALL OF FAME