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Second Harley-Davidson Executive Resigns Amid ‘Serious Concerns’ for Iconic Brand, Following CEO Departure

An additional Harley-Davidson executive has resigned just days after the renowned motorcycle manufacturer’s CEO announced his departure.

The recent shifts in leadership have left some fans anxious about the future of the 122-year-old company, and even a director has expressed serious concerns.

Second Harley-Davidson Executive Resigns Amid ‘Serious Concerns’ for Iconic Brand, Following CEO Departure

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Harley-Davidson board member Jochen Zeitz has resigned just days after the company’s CEO said he would step downCredit: Harley Davidson
Harley-Davidson motorcycles in a Berlin showroom.

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In his resignation letter, Dourdeville criticized the company for ‘severe underperformance’ and ‘cultural depletion’ (stock image)Credit: Getty
Jochen Zeitz, Harley-Davidson CEO, in an interview.

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This follows the announcement from the CEO of Harley-Davidson that he will step down once his position is filledCredit: Getty

Headquartered in Milwaukee, Wisconsin, the company is now in a state of upheaval after board member Jared Dourdeville expressed “grave concerns” regarding the brand and abruptly resigned.

In a scathing letter to the board, Dourdeville, representing Harley’s second-largest shareholder H Partners, condemned the company for “severe underperformance” and “cultural depletion.”

He called for the immediate resignation of CEO Jochen Zeitz and two additional directors, accusing them of leading the brand into disarray.

The April 1 letter was direct, criticizing Harley’s work-from-home policy, high turnover, and the departure of key senior leaders.

Dourdeville resigned on April 5, just days after dispatching the letter and prior to a meeting scheduled to address his grievances.

His dramatic exit coincides with Zeitz announcing he’d retire once a new CEO is appointed.

Zeitz, who has been at the helm since 2020, revealed his retirement on Tuesday after five years at the company.

The brand is currently looking for a successor.

However, Dourdeville was unwilling to wait and demanded more changes at the top.

He highlighted plummeting sales, excessive inventory, and a deteriorating company culture under Zeitz’s “The Hardwire” strategy, as reported by Fox local affiliate WITI.

Harley-Davidson CEO Resignation & Tariff Troubles: A Critical Moment

Implemented in 2020, the five-year plan aimed to increase profits and expand Harley’s customer demographic, yet with only a few months remaining, it has not met expectations.

The brand has struggled to engage younger riders as its primary baby boomer audience ages out.

In response to declining sales, Harley has shifted focus towards higher-end Touring bikes and custom models aimed at wealthier buyers.

However, internal tensions have been escalating for months.

Harley-Davidson Closures in 2024

There are over 650 Harley-Davidson dealerships across the United States.

Nonetheless, numerous shops have closed for various reasons throughout 2024 – with little to no explanation.

The following is a list of some Harley-Davidson locations that have closed this year and their reasons for shutting down:

A San Francisco branch closed in June 2024 after 110 years, attributed to ‘chaos’ caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, shut its doors in September 2024 with no explanation provided.

Harley-Davidson’s historic location in New York City closed on September 28, 2024, with the proprietor citing economic concerns.

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

Another Illinois dealership ceased operations 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.

Harley responded to Dourdeville’s letter, stating he was never a “dissenting voice” in meetings and left before the board could deliberate on his complaints.

“Mr. Dourdeville was not a dissenting voice in the boardroom as to the matters he raised in his letter,” the company asserted in an SEC filing.

This leadership shakeup also coincides with Harley preparing for new tariffs on American-made motorcycles sold in Europe – a situation executives warned could drive prices into the six-figure range.

Harley alerted Congress that the EU’s proposed tariffs are “devastating” and “indefensible,” with the CFO warning that a Road Glide in Denmark could leap from $28,000 to $124,000, as previously reported by The U.S. Sun.

Chief Financial Officer Jonathan Root testified that tariffs could severely impact international sales and claimed Harley is being politically targeted.

He added that the company absorbed $166 million in costs during the last round of tariffs in 2018 without passing the expense onto consumers.

Employing 4,500 American workers, Harley sources the majority of its components from US suppliers and indicates it is already facing pressures from Trump’s broader auto industry tariffs.

Close-up of a Harley-Davidson logo on a motorcycle.

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The brand has struggled to connect with younger riders as its core baby boomer crowd ages outCredit: AFP
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Harley Davidson News

Harley-Davidson CEO Resigns Amid Concerns Over Bike Pricing and Uncertain Future for Iconic Brand

Harley-Davidson CEO Resigns Amid Concerns Over Bike Pricing and Uncertain Future for Iconic Brand

HARLEY-DAVIDSON’S CEO has resigned as the iconic motorcycle manufacturer braces for imminent tariffs affecting the auto industry.

In light of industry changes, company leaders have indicated that they will raise the prices of their motorcycles accordingly.

https://img.particlenews.com/image.php?url=27A2o8_10Ewspm200
Harley-Davidson’s CEO announced on Tuesday that he would step down from his position. Credit: AFP
https://img.particlenews.com/image.php?url=3sbj9d_10Ewspm200
Jochen Zeitz, CEO of Harley-Davidson, stated he will remain in his role until a successor is appointed. Credit: Getty
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Due to the proposed tariffs on the auto sector, Harley-Davidson motorcycles could reach prices exceeding $100,000. Credit: Getty

The company is currently in search of a new CEO, according to The Wall Street Journal.

Jochen Zeitz has served as CEO for five years before announcing his intention to retire on Tuesday.

Despite having improved the company’s profitability, Harley-Davidson motorcycles have continued to lose popularity.

Harley-Davidson confirmed that Zeitz will remain in his position until a replacement is appointed, as stated by The Wall Street Journal.

This announcement follows the motorcycle company’s assertion that it will be raising the prices of its bikes.

Senior executives informed a Congressional subcommittee that Harley-Davidson is facing “devastating” and “indefensible” tariffs imposed by the European Union.

The tariffs would affect multiple American-made motorcycles, including those from Harley-Davidson, as they prepare for these changes.

The company faces a staggering 56% tariff on American-made bikes sold in Europe.

If implemented, these tariffs could drive Harley-Davidson bike prices into six-figure territory, according to The Wall Street Journal.

Jonathan Root, Harley’s CFO, indicated that the tariffs would have a substantial financial impact on the company’s product line.

“What I am asking for today is fairness,” he told the subcommittee.

“It is evident that Harley-Davidson is being unjustly discriminated against and politically targeted by the EU and Canada.”

Root expressed concerns that the proposed tariffs could make it nearly impossible to sell their motorcycles.

The price of a Harley-Davidson Road Glide sold in Denmark could soar to $124,000, a dramatic increase from its starting price of $28,000 in the US.

Harley-Davidson Dealership Closures in 2024

There are more than 650 Harley-Davidson dealerships operating in the United States.

However, several stores have closed throughout 2024 for various reasons, if they provided any explanation at all.

Here are some Harley-Davidson locations that have shut down this year and the reasons behind their closures:

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

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

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

Reiman’s Harley-Davidson dealership in Kewanee, Illinois, closed 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.

Root noted that the company had previously taken a significant loss in 2018, absorbing a cost of $166 million.

He emphasized that the company absorbed the tariff costs instead of passing them on to customers.

Harley-Davidson primarily sources its components from US suppliers.

The company employs about 4,500 of its 5,500 workforce in America.

With Trump’s tariffs looming over the auto sector, many consumers are concerned about their ability to afford new vehicles.

Automakers are racing to adapt, with some companies looking to produce more models domestically.

Harley-Davidson did not promptly respond to The U.S. Sun’s request for comment.

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Harley Davidson News

Harley-Davidson CEO Resigns Amid Concerns Over Motorcycle Pricing and Brand’s Uncertain Future

THE CEO OF HARLEY-DAVIDSON has resigned as the motorcycle manufacturer braces for upcoming tariffs affecting the automotive sector.

In light of these industry shifts, company leaders have indicated that they plan to hike the prices of their motorcycles accordingly.


Harley-Davidson CEO Resigns Amid Concerns Over Motorcycle Pricing and Brand’s Uncertain Future

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The CEO of Harley-Davidson announced that he will step down on Tuesday
Credit: AFP

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

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Harley-Davidson CEO Jochen Zeitz said he will continue to work until the position is filled
Credit: Getty

Harley-Davidson motorcycles in a Berlin showroom.

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With the proposed tariffs on the auto industry, Harley bikes could cost upwards of $100,000
Credit: Getty

The motorcycle manufacturer is actively searching for a new CEO, as reported by The Wall Street Journal.

Jochen Zeitz has held the CEO position for five years and announced his retirement plans on Tuesday.

While Zeitz succeeded in boosting company profits, the popularity of Harley bikes has continued to wane.

Harley-Davidson confirmed that Zeitz will remain as CEO until a replacement is appointed, in line with The Wall Street Journal’s report.

This news follows the motorcycle company’s declaration that it would implement price increases for its products.

Senior executives told a Congressional subcommittee that Harley-Davidson is facing “devastating” and “indefensible” tariffs from the European Union.

The tariffs will affect numerous American-made motorcycles, including those from Harley-Davidson, as they prepare for this significant shift.

American-made bikes sold in Europe could incur a massive 56% tariff.

If these tariffs are enacted, prices of Harley-Davidson motorcycles could potentially soar to six figures, according to The Wall Street Journal.

Jonathan Root, the CFO of Harley, noted that the tariffs would have a significant financial impact on the company’s products.

Harley-Davidson exec insists bikes will cost $124,000 under ‘devastating’ industry change as makes ‘simple ask’

“My request today is straightforward: fairness,” he stated to the subcommittee.

“It is evident that Harley-Davidson is being unfairly targeted and discriminated against by the EU and Canada.”

Root emphasized that the proposed tariffs would make it nearly impossible to sell their motorcycles.

The price of a Harley-Davidson Road Glide sold in Denmark could escalate to $124,000, a significant increase from its initial $28,000 price point in the US.

Harley-Davidson closures in 2024

There are more than 650 Harley-Davidson dealerships across the United States.

However, several establishments have shut their doors for a variety of reasons this year, often with little explanation.

Here’s a list of some Harley-Davidson locations that have closed in 2024 and their reasons:

A San Francisco outlet shut down in June 2024 after 110 years due to “chaos” caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, closed in September 2024 with no explanation provided.

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

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

Another Illinois dealership shut down 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 indicated it would close at the end of March.

He also mentioned that the company incurred a significant loss in 2018 when it absorbed a $166 million cost.

Root emphasized that the company chose to bear the cost of the tariffs rather than passing them onto customers.

Harley-Davidson already obtains the majority of its auto parts from domestic suppliers.

The company employs 4,500 workers in the US, out of a total of 5,500 employees.

As Trump’s tariffs loom over the auto industry, many consumers are concerned about affording new vehicles.

Automakers are scrambling to adjust to these changes, with some companies attempting to increase domestic manufacturing of their models.

Harley-Davidson has yet to respond to The U.S. Sun’s inquiry for comment.

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Harley Davidson News

Trump Sparks Global Financial Turmoil: Stocks Dive Worldwide as Concerns Grow Over Potential 20% Tariff on All Imports to the U.S. and Its Impact on the Global Economy

UK stocks experienced a significant decline today, paralleling global market turmoil fueled by escalating concerns over Donald Trump‘s trade policies, as Keir Starmer‘s ambitions of escaping tariffs fade.

Anxiety is mounting that Mr. Trump will impose a 20 percent tariff on both allies and adversaries on what he has termed ‘Liberation Day’, April 2.

The president has voiced concerns about the United States being taken advantage of by other nations, singling out VAT as an unjust foreign tax—despite it being applied to all sales, not just imports.

The looming threat of a trade war potentially leading to a recession is inciting widespread panic in global stock markets, with Asian markets experiencing a steep drop overnight, and the FTSE 100 falling by 0.75 percent at the open this morning.

Last week, the Treasury’s OBR watchdog projected a scenario involving 20 percent tariffs coupled with retaliatory measures, warning it could trigger an inflation spike and reduce growth by 0.6 percent this year and 1 percent in 2026-27.

Sir Keir has been negotiating for a UK exemption as part of a broader agreement, contending that trade between the two nations is already balanced.

Despite his efforts, he has not been able to prevent tariffs on steel, and government officials appear increasingly resigned to the inclusion of the UK in the tariffs, at least in the initial phase.

Downing Street is reportedly contemplating imposing additional duties on US products such as Jack Daniel’s whiskey, Harley Davidson motorcycles, and Levi’s jeans.

Trump Sparks Global Financial Turmoil: Stocks Dive Worldwide as Concerns Grow Over Potential 20% Tariff on All Imports to the U.S. and Its Impact on the Global Economy

Keir Starmer and Donald Trump have held trade talks amid a frantic bid to dodge US tariffs

The prospect of a trade war has been causing near-panic on global stock markets, with Asia down sharply overnight - and the FTSE 100 dropping 0.75 per cent on opening this morning

The prospect of a trade war has been causing near-panic on global stock markets, with Asia down sharply overnight – and the FTSE 100 dropping 0.75 per cent on opening this morning

The Nikkei 225 index was down more than 4 per cent overnight as investors took fright

The Nikkei 225 index was down more than 4 per cent overnight as investors took fright

The American S&P index has been continuing its decline as the confirmation of Mr Trump's tariffs nears

The American S&P index has been continuing its decline as the confirmation of Mr Trump’s tariffs nears

The Treasury's OBR watchdog modelled 'scenario 3' of 20 per cent tariffs with retaliation last week, warning that it would spark a UK inflation surge and wipe 0.6 per cent off growth this year and 1 per cent in 2026-27

The Treasury’s OBR watchdog modelled ‘scenario 3’ of 20 per cent tariffs with retaliation last week, warning that it would spark a UK inflation surge and wipe 0.6 per cent off growth this year and 1 per cent in 2026-27

Downing Street is said to be considering retaliating with extra duties on US goods such as Jack Daniel's whiskey, Harley Davidson motorbikes and Levi's jeans

Downing Street is said to be considering retaliating with extra duties on US goods such as Jack Daniel’s whiskey, Harley Davidson motorbikes and Levi’s jeans

Sir Keir, pictured at an immigration conference in London this morning, has said the UK 'reserves the right' to introduce reciprocal tariffs on the US if a deal to exempt the UK cannot be reached

Sir Keir, pictured at an immigration conference in London this morning, has said the UK ‘reserves the right’ to introduce reciprocal tariffs on the US if a deal to exempt the UK cannot be reached

The US leader has already confirmed a 25 percent import tax on all vehicles entering the United States, a policy that is poised to impact British luxury car manufacturers like Rolls-Royce and Aston Martin.

Market turbulence intensified overnight when Mr. Trump hinted at the possibility of ‘reciprocal’ tariffs globally.

This could entail a 20 percent baseline tariff on all imports, instead of targeting specific countries based on their tariffs.

‘We would start with all nations; let’s observe the developments,’ Mr. Trump remarked to journalists aboard Air Force One.

In reaction, investors flocked to sovereign bonds and the Japanese yen, while gold prices skyrocketed to new record highs.

S&P 500 futures dropped by 0.8 percent, following a steep decline from Friday, while Nasdaq futures fell by 1.4 percent.

Mr. Trump has identified the EU as a primary target, expressing resentment that the bloc was established to ‘screw’ America. Brussels has committed to retaliatory measures.

Nevertheless, the UK currently applies a 20 percent VAT on most products and services.

A spokesperson from No10 commented on the conversation between Sir Keir and Mr. Trump last night, stating: ‘They talked about the fruitful discussions between their respective teams concerning a UK-US economic prosperity deal, agreeing to continue the negotiations at an accelerated pace this week.’

In its forecast accompanying the Spring Statement last week, the OBR considered the potential of the US implementing blanket 20 percent tariffs alongside equivalent retaliatory actions from trade partners.

It indicated that while the exact results are ‘uncertain’, UK consumer price index (CPI) inflation could rise by 0.3 percentage points.

The challenges posed by heightened inflation on real income and a deceleration in global growth are ‘expected to cause GDP to quickly dip below our primary forecast.’

This would reduce the growth estimate for the year from 1 percent to merely 0.4 percent and could decrease next year’s growth by 1 percentage point.

‘The potential for increased global trade barriers and decreased global productivity suggest that the medium-term UK GDP could be approximately 0.75 percent less than our central estimate,’ the report stated.

The National Institute of Economic and Social Research (NIESR) had previously projected that a 20 percent ‘reciprocal’ tariff could subtract 0.4 percentage points from UK economic growth over the next two years—translating to about £24 billion.

This situation could significantly disrupt the Government’s economic growth plans, especially after Rachel Reeves struggled to align the budget with cuts during last week’s Spring Statement.

The Treasury’s OBR watchdog cautioned that her £9.9 billion headroom—which is historically low—could easily be obliterated by Mr. Trump’s trade initiatives.

Mr Trump has vowed to hit foes and allies alike with levies on so-called 'Liberation Day', April 2

Mr Trump has vowed to hit foes and allies alike with levies on so-called ‘Liberation Day’, April 2

Ministers say they could bring in their own tariffs on US imports this week. This could affect popular goods like Jack Daniel's whiskey, Levi's jeans and Harley Davidson motorcycles.

Ministers say they could bring in their own tariffs on US imports this week. This could affect popular goods like Jack Daniel’s whiskey, Levi’s jeans and Harley Davidson motorcycles.

Sir Keir has affirmed that the UK ‘reserves the right’ to enact reciprocal tariffs against the US if a mutually beneficial agreement cannot be reached.

However, the OBR has indicated that the repercussions of applying reciprocal tariffs against the US may adversely affect the UK more than allowing the tariffs to take effect without intervention.

Considering the negotiations, it has been suggested that scrapping or reducing the digital services tax on major tech firms—such as social media platforms, search engines, and online marketplaces—could be on the table.

Downing Street reported that Mr. Trump extended his best wishes to the King, who has recently had to cancel events due to side effects from his cancer treatment.

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India Prepares Strategy to Address Tariff Concerns: Focus on Modi-Trump Meeting

India Prepares Strategy to Address Tariff Concerns: Focus on Modi-Trump Meeting

PM Narendra Modi with US President Donald Trump (File Image)

Photo: PTI

New Delhi: In preparation for Prime Minister Narendra Modi‘s upcoming talks with US President Donald Trump during his visit to the US, India is reportedly considering further duty reductions to promote American exports, according to Reuters, which cited government sources. Additionally, New Delhi might reference recent tax reductions on American imports as a strategy to bypass tariffs.

PM Modi is scheduled to visit the United States on February 12-13 to meet with President Trump. Before this meeting, India is contemplating tariff adjustments, although there has been no official confirmation as of yet.

In the coming days, it is anticipated that India may implement custom duty reductions across a variety of sectors, including electronics, surgical and medical equipment, and certain chemicals, as reported by Reuters.

These adjustments are aimed at items for which India often relies on US imports and could feasibly acquire more from the United States, such as dish antennas and wood pulp.

Moreover, it has been suggested that India might leverage recent duty cuts to evade Trump tariffs, as indicated in a report by the Times of India. Trump’s economic adviser, Kevin Hassett, pointed out India’s high tariffs, which hinder imports, and noted that Prime Minister Modi had significant discussions planned with President Trump during their upcoming meeting.

India Reduces Custom Duty on American Goods

In the latest Union Budget, India announced reductions in customs duties for motorcycles, including those made by Harley Davidson, as well as on synthetic flavoring essences. This duty reduction is expected to favor American exporters directly.

The tariff on motorcycles with engine sizes below 1,600cc has been decreased from 50% to 40%, while for those exceeding 1,600cc, it has been lowered from 50% to 30%.

India has cut the duty on fish hydrolysate used for aquatic feed production from 15% to 5%, a change that significantly affects US exports, valued at $35 million in 2023-24.

Additionally, the customs duty on synthetic flavoring essences has been reduced from 100% to 20%, corresponding to US exports worth $21 million in FY24.

The Global Trade Research Initiative (GTRI) remarked that despite the Trump administration’s frequent criticisms labeling India as the biggest tariff offender, the recent Budget has introduced notable tariff cuts across various products that benefit US exports.

“With major tariff reductions on technology, vehicles, industrial inputs, and waste imports, India seems to be making efforts to facilitate trade even amidst a strained global trading environment. It remains to be seen if these reductions will influence Washington’s perspective on India’s trade policies or become a contentious issue in the US election cycle,” the GTRI noted.

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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.

Read more on Harley-Davidson

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.