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Harley-Davidson Fans Express Concerns as CEO Sounds Alarm Over Brand’s Future Amid Dealership Closures

Fans express concerns that HARLEY-DAVIDSON may face extinction unless it adapts, following the CEO’s stark warning and the shutdown of several dealerships.

Among the various suggestions from supporters of the brand are the introduction of electric bikes and more compact models to help sustain its presence in the market.


Harley-Davidson logo on a brick building in New York City.

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Harley-Davidson faces a decline as sales drop and dealerships close worldwide
Credit: Getty

Motorcyclists riding across a bridge during Bike Week.

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Once the king of the road, Harley-Davidson struggles to attract a new generation of riders
Credit: Getty

Following CEO Jochen Zeitz’s recent disclosure that sales have been “significantly” affected, many fans took to social media to voice their worries.

A financial report indicated that since 2023, the company has faced a revenue loss of nearly £250m, a situation Jochen attributed to challenges across the industry.

In his statement, he remarked: “The industry has faced numerous challenges over the last couple of years, impacting all levels, but we believe we are well-positioned to capitalize on any rise in consumption.”

However, fans were quick to criticize the company for lagging behind current trends.

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One commenter suggested, “Marketing bikes at reasonable prices would be a good starting point.”

Another stated, “Harley must adapt or it will perish.”

A third wrote, “The many dealership closures in the past two years have negatively impacted consumer confidence in the brand. I ride a 114 fat bob, and while I’ve owned Harleys for years, my next bike will likely be a vintage model.”

One fan attributed the company’s issues to its marketing strategy, commenting that it seemed to be “targeting the converted.” The emotive ads have been described as “cringeworthy” by some.

Harley-Davidson dealership shutting after just 5 years for very different use – customers know what to blame for closure

“Consumers have moved on,” lamented one fan, suggesting that the brand would benefit from abandoning its “emotion-driven” marketing altogether.

Another proposed introducing an electric bike as a remedy for the company’s financial struggles, saying, “If it were priced affordably, it could really make a difference.”

One enthusiast even proposed launching a Harley-Davidson apparel line that could be sold through supermarkets.

What has contributed to Harley-Davidson’s decline?

The decline of Harley-Davidson in recent years is attributed to an older customer demographic, elevated prices, and evolving consumer preferences.

Once a titan in the motorcycle sector, the brand now struggles to draw younger riders who prefer lighter, more economical, and versatile bikes as opposed to Harley’s heavy cruisers.

The company’s dependence on premium pricing has rendered its motorcycles unaffordable for many, while rivals, particularly from Japan and Europe, provide cheaper and more innovative options.


Harley-Davidson motorcycles in a dealership.

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Fans urge Harley to evolve, with calls for more affordable models and electric bikes
Credit: Getty

Man sitting on a blue Harley-Davidson motorcycle outside a motorcycle garage.

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High prices, dealership closures, and changing consumer trends put Harley-Davidson’s future at risk
Credit: Getty

The decline has escalated due to the closure of multiple dealerships, which has undermined consumer confidence, alongside unsuccessful attempts to penetrate international markets plagued by fierce rivalry and a lack of region-specific models.

Even with modernization efforts like the electric LiveWire, Harley has been sluggish when it comes to innovation, and its high price points have left new technology out of reach for many buyers.

Additional factors such as economic difficulties, supply chain issues, and a heavy reliance on nostalgic branding have further complicated the situation.

To survive, Harley-Davidson must adapt—by reducing prices, broadening its electric range, and rethinking its marketing strategy to engage new demographics.

Otherwise, the iconic brand may face the risk of fading into obscurity.

Harley-Davidson dealership closures in 2024

There are over 650 Harley-Davidson dealerships across America.

However, numerous stores closed during 2024 for various reasons, some of which were not disclosed.

Below is a list of a few Harley-Davidson locations that shut down last year and the reasons for their closures:

The San Francisco outlet closed in June after 110 years due to ‘chaos’ caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, shut its doors in September with no explanation given.

Harley-Davidson’s flagship location in New York City closed on September 28, with the owner attributing the closure to economic troubles.

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

Windy City Motorcycle Company which opened a two-story dealership in Parkway Bank Park in Rosemont, Illinois, in 2019, announced last November that it was closing due to a significant drop in sales.

Additionally, a Harley-Davidson dealership in West Bend, Wisconsin, temporarily shut its doors for the season from November 2 until April 1, 2025.

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Harley Davidson News

Hero MotoCorp CEO Niranjan Gupta Resigns; Vikram Kasbekar Takes on Role of Acting CEO

Niranjan Gupta, the Chief Executive Officer of Hero MotoCorp Ltd, is resigning from his position “to explore new opportunities,” as announced by the largest two-wheeler manufacturer in India in an exchange filing on Friday, January 31, 2025.

The launch of Hero MotoCorp’s motorcycles, the Xtreme 250R and the Xpulse 210, at the Bharat Mobility Global Expo 2025 in New Delhi on January 17, 2025. (Atul Yadav/PTI)


Gupta’s final day in the office will be April 30, 2025, and effective May 1, 2025, Vikram Kasbekar, currently the Executive Director (Operations), will assume the role of Acting Chief Executive Officer, the company stated.

Also Read: Deliveries of the Hero Xpulse 210 are set to begin in March 2025. Everything you need to know

“Participating in the journey of Hero MotoCorp has been an incredibly fulfilling experience. I am thankful to Dr. Munjal & the Board of Directors for the honor of leading this remarkable company,” stated Niranjan Gupta. “Over my eight years at Hero, I have had the chance to collaborate with a talented team and contribute to the company’s ongoing success.”

“As I transition to new opportunities, I convey my best wishes to the entire Hero MotoCorp team for a promising and progressive future,” he added.



This announcement follows the company’s declaration in late December 2024 regarding its collaboration with Harley-Davidson to develop another new motorcycle and to launch additional variants of the Harley-Davidson X440, which was jointly created.

The X440 represents the initial outcome of the Hero-Harley partnership, which dates back to 2020 when Harley Davidson ceased local assembly in India due to low demand, effectively leaving Hero in charge of existing dealerships.

Also Read: Economic Survey advocates for stringent labeling regulations on ultra-processed foods

The newly appointed acting CEO, Vikram Kasbekar, expressed, “I am honored to undertake the role of Acting Chief Executive Officer at Hero MotoCorp. With over two decades of service within this remarkable organization, I am eager to collaborate closely with our talented team to foster ongoing growth and innovation. I am grateful for the confidence bestowed upon me by Dr. Munjal & the Board of Directors, and I am committed to guiding the company during this transitional phase. Together, we will build upon our strong legacy and continue to provide excellence to all our customers, partners, and stakeholders.”



In the meantime, Ram Kuppuswamy has been elevated to COO ‐ Manufacturing, and Ashutosh Varma will lead the India Business Unit as Chief Business Officer.

“Since joining Hero in 2017, Niranjan has bolstered our financial stability, established global partnerships, and laid the groundwork for the House of Strategy that will shape our future growth,” remarked Dr. Pawan Munjal, Executive Chairman of Hero MotoCorp. “His leadership has been crucial in guiding the company into new territories. I wish him all the best and great success in his future endeavors.”

Also Read: Hero XPulse 210 introduced at Auto Expo 2025. Key details for potential buyers

He also noted that Hero’s EV & Emerging Mobility Business Unit (EMBU) will evolve into a completely independent entity by February 1, 2025.



Jyoti Singh will take on the role of Deputy CHRO for the EV & Emerging Mobility Business Unit.