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Harley-Davidson Considers $1 Billion Sale Amid Leadership Change and Investor Pressure for Significant Overhaul

The renowned motorcycle manufacturer Harley-Davidson is exploring the possibility of selling its financial services division, a move potentially valued at $1 billion, following the announcement of its CEO’s resignation.

Insiders, who requested anonymity, are gauging market interest in the sale of its Financial Services, which comprises regional banks, private equity firms, and private credit entities.


Harley-Davidson Considers  Billion Sale Amid Leadership Change and Investor Pressure for Significant Overhaul

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The legendary American brand may be in financial straits

Harley-Davidson logo on a brick wall with motorcycles in the foreground.

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The brand is loved around the world- it’s iconic logo seen in Bucharest

Jochen Zeitz, Harley-Davidson CEO, standing next to a motorcycle in a field.

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CEO Jochen Zeitz announced he was stepping down this month after five years running the business

Jochen Zeitz, Harley-Davidson CEO, in an interview.

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CEO Jochen Zeitz’s resignation may be in response to the value of the company’s stock plummeting

Weak sales growth, declining stock prices, and fierce competition from brands like Honda and BMW have unsettled investors, as reported by Business Times.

While the choice to terminate its financial arm isn’t definitive, the company is actively exploring potential buyer interest.

This development follows the announcement of Harley-Davidson‘s CEO, Jochen Zeitz, planning to step down after a five-year tenure.

On April 10, Harley-Davidson stocks dropped 9.3%, closing at $21.49 in New York, resulting in a market valuation of $2.7 billion.

Last year, the share price nearly halved, plummeting by 48%, a decline likely worsened by Trump’s tariff policies.

Harley-Davidson Financial Services (HDFS) assists dealers in financing their inventory and aids consumers in purchasing motorcycles, including the LiveWire bikes.

This division also collaborates with third parties to offer motorcycle insurance, facilitating entry into the world of two wheels.

Representatives from the Milwaukee-based firm declined to comment on the matter.

In 2023, the boutique manufacturer produced only 1,600 units of their impressive machines, with merely 20 available in the UK.

Notable fan of the brand, Jason Momoa, has been seen riding his £28,000 electric Harley, complete with a machete holder.

Harley-Davidson’s CEO blasted by dealer for ‘constantly pushing’ as seller issues warning on brand’s ‘cultural changes’

Recent reports suggest that the escalating trade war and impending tariffs imposed by the European Union on American-made motorcycles, including Harley-Davidson, could compel the storied brand to move production.

A report from Biz Journals indicated that a senior Harley executive recently cautioned Congress about the possibility of a “devastating” 56% tariff on bikes manufactured in America and sold in Europe.

Consequently, they have urged Congress to advocate for equitable trade agreements with the European Union, Canada, and Asian nations.

The EU responded earlier this month, announcing that, in retaliation for the 25% tariffs imposed by President Donald Trump’s administration on steel and aluminum imports, they would increase tariffs on American-made products, including motorbikes, boats, and bourbon.

Jonathan Root, the company’s CFO and president of commercial, stated that tariffs could rise to a total of 56% on American-made Harleys sold in the EU.

Root told the subcommittee, “My request today is straightforward: fairness.”

“It’s evident that Harley-Davidson is facing discrimination and being targeted politically by the EU and Canada.”

He asserted that these tariffs are unjustified, discriminatory, and politically driven, noting that Harley-Davidson has already absorbed a significant cost from a 2018 tariff, amounting to about $166 million.

He emphasized that the company chose to absorb these costs rather than passing them on to consumers.


Harley-Davidson logo on a wall.

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Its logo is recognised around the world

Harley-Davidson Cycles logo mounted on a building.

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The financial division supports its traders and consumers and provides insurance

Harley-Davidson closures in 2024

There are over 650 Harley-Davidson dealerships across America.

However, multiple stores have closed for various reasons throughout 2024 – often without explanation.

Below is a list of some Harley-Davidson locations that have shuttered this year along with reasons for their closures:

A San Francisco location closed in June 2024 after 110 years due to ‘chaos’ brought by new management.

Miracle City Harley-Davidson in Titusville, Florida, closed in September 2024 with no reason given.

Harley-Davidson’s legacy location in New York City closed on September 28, 2024, with the owner citing economic challenges.

Reiman’s Harley-Davidson dealership in Kewanee, Illinois, shut its doors in October 2024 after the owners sold the business to the Walter Brothers Harley Davidson dealership in Peoria, Illinois.

Another Illinois dealership closed in November 2024.

Additionally, the dealership in West Bend, Wisconsin, is temporarily closing for the season from November 2 until April 1, 2024.

In 2025, Hideout Harley-Davidson in Missouri announced it would close at the end of March.

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Harley Davidson News

Harley-Davidson Encounters New Challenge with $28 Billion Decision as Iconic Brand Faces Price Increase After April 1 Deadline

HARLEY-DAVIDSON is grappling with a new hurdle as the European Union plans to introduce $28 billion in tariffs on U.S. products, including motorcycles, effective April 1.

This legendary brand is expected to experience price increases in Europe, compounding its existing difficulties.

Harley-Davidson Encounters New Challenge with  Billion Decision as Iconic Brand Faces Price Increase After April 1 Deadline

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A group photo of Harley Davidson bikers with their motorbikesCredit: AFP
Harley-Davidson motorcycles for sale.

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The new round of tariffs comes as the EU seeks to match the 25 per cent tariffs imposed by the U.S. on steel and aluminium.Credit: Getty

These tariffs are part of a growing trade conflict between the U.S. and the EU, with Harley-Davidson being one of the brands most affected.

Recently, the company announced a £250 million loss in revenue, linked to widespread industry issues and a fall in sales.

CEO Jochen Zeitz acknowledged that revenue has been “significantly impacted,” highlighting challenges including an older customer demographic, rising prices, and tough competition from younger riders who often prefer lighter, more affordable motorcycles.

This latest round of tariffs aligns with the EU’s attempt to equalize the 25 percent tariffs that the U.S. has imposed on steel and aluminum, which affect a broad spectrum of products.

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European consumers are expected to bear the brunt of these price hikes, with Harley-Davidson standing out as one of the most recognizable American brands facing significant cost increases.

This could lead to elevated prices for its models, adversely affecting sales throughout the continent.

The tariffs are part of a comprehensive approach by the EU to retaliate against the U.S., which has experienced intensified trade disputes with the bloc during President Donald Trump’s second term.

The EU has been vocal in criticizing the U.S. tariffs, particularly the ones on steel and aluminum, viewing them as obstacles to fair trading practices.

President of the European Commission Ursula von der Leyen expressed her disappointment over the new tariffs, stating, “Tariffs are taxes. They are detrimental to business and even worse for consumers.”

She cautioned about potential disruptions within supply chains, economic instability, and the looming risk of job losses on both sides of the Atlantic.

The latest tariffs by the EU form part of a larger suite of retaliatory actions aimed at counterbalancing U.S. tariffs on goods from Europe.

While the U.S. has not yet exempted any products from these impending tariffs, EU leaders remain open to negotiations prior to their implementation.

However, as the April 1 deadline approaches, it is uncertain if an agreement will be made in time to prevent price increases for iconic American products like Harley-Davidson motorcycles.

In the interim, Harley-Davidson and other U.S. companies must adjust to this upcoming tariff wave, which is poised to significantly influence their pricing strategies and competitiveness in the European market.

Harley-Davidson Cycles logo sign.

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Recently, Harley-Davidson reported a £250m loss in revenue, attributed to industry-wide challenges and a decline in sales.Credit: Getty