It happened on U.S. 301 near Snow Hill Road shortly after 12:30 p.m.
Authorities said a car turned in front of the motorcycle, and they collided.
The motorcyclist, 31-year-old Daniel George Alward, died at the scene.
His wife, Amanda Alward, was thrown from the bike and taken to Cape Fear Valley Medical Center where she was listed in serious condition.
The Fayetteville Observer reported that Alward slammed on the brakes but could not avoid a collision, and the Harley-Davidson left 55 feet of skid marks.
No one in the car was injured.
The driver of the car, 41-year-old Bobbie Brown, faces multiple charges including misdemeanor death by motor vehicle.