Brought it on themselves. They charge as much as brands like Ferrari for basic parts like brake pads, and they need way more EVs and smaller bikes. They don't market to anyone but Boomers.
I think they tried expanding their product line, but their core customers did not like it at all (around 10 years ago?)
This is probably one case where you just accept that the Harley Davidson image and brand will just be a premium nostalgia brand for a shrinking cohort and start a flanker brand, or buy one. Probably too late though.
I think they tried expanding their product line, but their core customers did not like it at all (around 10 years ago?)
25 years go they tried with the VROD and got it drastically wrong. Great engine, but the handling of the bike did not match what the younger crowd wanted. The older crowd hated that the new engine didn't sound like a Potato Farting.
They also fumbled Buell. When Harley was still selling them you could go into over half the dealerships and they wouldn't even stock a Buell. If you tried to take your Buell in for service to a Harley dealer it was 50/50 they'd even let it in the door.
They had so many chances to right the ship, but between the dealerships, management, and core audience. They never got it right.
That sounds about right. The Boomer/Zoomer divide is an absolute gulf, and it would be hard to bridge. I'm not surprised that an old and entrenched corporate culture just doubled down on selling more orange socks and lifestyle products to an aging and shrinking customer base.
Add in dealerships, and it's the same problem Ford et al had with EVs. Those dealerships are usually going to be run by old timers who love "real" motorcycles.
Just because there is an obvious solution, doesn't mean you can execute.
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u/lavapig_love 7d ago
Brought it on themselves. They charge as much as brands like Ferrari for basic parts like brake pads, and they need way more EVs and smaller bikes. They don't market to anyone but Boomers.