The economy may be in the tank, and people may be feeling pessimistic about their future, but Harley-Davidson has a new message for America: “Screw it, let’s ride.”

That’s the iconic American motorcycle manufacturer’s new slogan. Created by the Minneapolis ad firm Carmichael Lynch, it replaces the company’s previous marketing pitch: “It’s not the destination, it’s the journey.”

Company officials say HD wanted to send an upbeat message. With its U.S.
cycle sales down 13 percent last quarter, it also wanted to send one that might get more people into its showrooms.

You can find out more about the new slogan at:www.harley-davidson.com/screwit.