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Harley-Davidson CEO Unveils ‘Bold New Direction’ for Legendary Brand, Opening Doors for a Fresh Wave of Fans to Experience Its Bikes

Harley-Davidson CEO Unveils ‘Bold New Direction’ for Legendary Brand, Opening Doors for a Fresh Wave of Fans to Experience Its Bikes

HARLEY-Davidson is gearing up for an exciting new chapter that aims to attract a fresh wave of enthusiasts.

This renowned motorcycle manufacturer, a favorite across the United States, will gain significant visibility in Europe through one of the world’s leading racing competitions.

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Harley-Davidson is embarking on an exciting new initiative next year in collaboration with MotoGP. Credit: Harley Davidson
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The brand’s CEO, Jochen Zeitz, believes this will enhance their global racing aspirations. Credit: MotoGP
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This initiative will feature racers using specially equipped Harley-Davidson Road Glide bagger motorcycles. Credit: Harley Davidson

According to ESPN, Harley-Davidson and MotoGP—the top motorcycle road racing series—have announced a support championship set to debut in 2026, showcasing teams racing bagger bikes at grand prix events across Europe and North America.

Riders will compete on race-configured Harley-Davidson Road Glide bagger motorcycles, designed for long-distance travel.

This 12-race series will be held at six grand prix events within the MotoGP schedule, with an estimated six to eight teams featuring two riders each.

No specific venues have been confirmed yet, although it is widely expected that one will be the Circuit of the Americas in Austin, Texas.

Harley-Davidson CEO Jochen Zeitz stated: “This represents a bold new direction for Harley-Davidson’s global racing initiatives.”

“With this series, we are thrilled to introduce a new form of racing to an international audience.”

As noted by AutoSport, he added, “The bike will reach speeds exceeding 300 km/h, weigh around 280 kg, and generate 200 bhp.

“These are powerful machines that will take to the tracks in Europe and North America.”

This announcement follows the opening of a new Harley-Davidson dealership in a key US location, overcoming various hurdles to bring the vision to fruition.

To celebrate its grand opening, a notable figure made a special appearance, kicking off this exciting new phase for the store.

On its inaugural day in business, the celebration attracted a large crowd of fans and community members, complete with live entertainment and food vendors.

The festivities concluded with a ribbon-cutting ceremony, marking the dealership’s official launch.

Located in Greene County, Virginia, the new Stonewall Harley-Davidson dealership was visited by Karen Davidson, a prominent figure in the Harley-Davidson community, who participated in the ceremonial “chain cutting.”

Davidson is the great-granddaughter of a co-founder of Harley-Davidson and the daughter of Willie G. Davidson, a legendary designer and icon associated with the brand.

Along with the chain-cutting, she engaged with fans and signed copies of the memoir ‘Ride Free’ by Willie G. Davidson.

Harley-Davidson Store Closures in 2024

There are over 650 Harley-Davidson dealerships throughout America.

However, several stores have closed for various reasons during 2024, often without providing an explanation.

Here are some Harley-Davidson locations that have ceased operations this year and the reasons for their closure:

A location in San Francisco closed 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 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 down 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 its closure at the end of March.

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Harley Davidson News

Harley-Davidson CEO Unveils ‘Bold New Step’ for the Iconic Brand, Opening Doors to a New Generation of Fans

HARLEY-Davidson is poised to take a “bold new step” that will introduce them to a fresh audience.

The iconic motorcycle manufacturer, cherished throughout the US, will gain substantial visibility in Europe thanks to one of the globe’s most celebrated racing series.


Harley-Davidson CEO Unveils ‘Bold New Step’ for the Iconic Brand, Opening Doors to a New Generation of Fans

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Harley-Davidson is set to embark on a “bold new step” as it partners with MotoGP next year
Credit: Harley Davidson

Three men standing between two motorcycles, announcing Harley-Davidson's partnership with MotoGP.

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The brand’s CEO, Jochen Zeitz, center, believes this will enhance their global racing ambitions
Credit: MotoGP

Motorcycle racer leaning into a turn.

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Riders will race on specially prepared Harley-Davidson Road Glide bagger motorcycles
Credit: Harley Davidson

According to ESPN, Harley-Davidson and MotoGP, the leading motorcycle road racing series, have unveiled a support championship set to launch in 2026, where teams will race bagger motorcycles at grands prix across Europe and North America.

This series will feature riders racing specially prepared Harley-Davidson Road Glide bagger motorcycles—designed for long-distance tours.

The 12-race championship will be hosted at six grands prix throughout the MotoGP season, with an expected six to eight teams, each with two riders, participating.

No specific race venues have been confirmed yet, but it is speculated that one location will be the Circuit of the Americas in Austin, Texas.

In a statement, Harley-Davidson CEO Jochen Zeitz stated: “This marks a bold new chapter for Harley-Davidson’s global racing aspirations.”

“We are thrilled to introduce a new style of racing to an international audience with this new series.”

As reported by AutoSport, he continued: “The motorcycle will reach speeds over 300 km/h, weigh approximately 280 kg, and generate 200 bhp.

“These are truly powerful machines that will hit the tracks across Europe and North America.”

This initiative comes shortly after the opening of a new Harley-Davidson dealership in a crucial area of the US, overcoming various hurdles to bring it to fruition.

To celebrate the grand opening, a well-known personality appeared to kickstart this exciting new phase for the store.

Harley-Davidson reveals a brand-new bike that pays tribute to an iconic model as fans rave over this ‘masterpiece’

On its opening day, an event that attracted a large gathering of enthusiasts and local community members featured live music and food vendors.

This celebration culminated in a ribbon-cutting ceremony, marking the official launch of the dealership.

The new Stonewall Harley-Davidson dealership, situated in Greene County, Virginia, was notably visited by Karen Davidson, a significant figure within the Harley-Davidson community, who took part in the ceremonial “chain cutting”.

Davidson is the great-granddaughter of one of Harley-Davidson’s co-founders and the daughter of Willie G. Davidson, a legendary designer associated with the Harley-Davidson brand.

In addition to the chain-cutting, she engaged with fans and signed copies of her grandfather’s memoir, *Ride Free*.

Harley-Davidson Closures in 2024

There are over 650 Harley-Davidson dealerships throughout America.

However, several stores have shut down for various reasons in 2024, with little explanation provided.

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

A San Francisco location ceased operations in June 2024 after 110 years due to ‘chaos’ caused by new management.

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

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

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 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 announced its closure at the end of March.

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Harley Davidson News

Harley-Davidson Unveils Stunning New Bike Honoring Iconic Model as Fans Celebrate ‘Masterpiece’

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<div>
    <p><strong>ONE of the most legendary Harley-Davidson motorcycles has been reintroduced with a contemporary flair, 35 years after its debut.</strong></p>
    <p>In 1989, during a trip that transformed into motorcycle lore, Willie G. Davidson took his Fat Boy prototype to <a href="" target="_blank" aria-label="Daytona Bike Week (opens in a new tab)" rel="noreferrer noopener">Daytona Bike Week</a>.</p>
    <figure class="article__media">
        <div class="article__media-img-container open-gallery" data-index="1">
            <a href="#"><img alt="2025 Harley-Davidson Fat Boy Gray Ghost motorcycle." height="547" width="653" data-credit="Harley Davidson" src="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?strip=all&amp;w=653" data-caption="In celebration of its anniversary, only 1,990 units have been created in this limited edition" sizes="(max-width: 375px) 335px, (max-width: 520px) 480px, (max-width: 660px) 620px, 940px" srcset="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=940 940w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=335 335w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=480 480w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=620 620w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=1880 1880w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=670 670w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=960 960w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=1240 1240w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=2820 2820w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=1005 1005w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=1440 1440w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=1860 1860w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=3760 3760w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=1340 1340w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=1920 1920w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/NINTCHDBPICT000993411205.jpg?w=2480 2480w" loading="lazy" role="img" /></a>
            <p><span class="article__gallery-count-value">7</span></p>
        </div>
        <figcaption class="article__media-caption"><span class="article__media-span">In celebration of its anniversary, only 1,990 units have been created in this limited edition</span><span class="article__credit">Credit: Harley Davidson</span></figcaption>
    </figure>
    <figure class="article__media">
        <div class="article__media-img-container open-gallery" data-index="2">
            <a href="#"><img alt="Black and white photo of a group of men on a motorcycle." height="544" width="328" data-credit="Instagram/@HarleyDavidson" src="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?strip=all&amp;w=328" data-caption="A photo of the thrilled 1989 designers" sizes="(max-width: 375px) 335px, (max-width: 520px) 480px, (max-width: 660px) 620px, 940px" srcset="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=940 940w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=335 335w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=480 480w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=620 620w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=1880 1880w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=670 670w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=960 960w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=1240 1240w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=2820 2820w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=1005 1005w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=1440 1440w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=1860 1860w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=3760 3760w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=1340 1340w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=1920 1920w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366100.jpg?w=2480 2480w" loading="lazy" role="img" /></a>
            <p><span class="article__gallery-count-value">7</span></p>
        </div>
        <figcaption class="article__media-caption"><span class="article__media-span">A photo of the thrilled 1989 designers</span><span class="article__credit">Credit: Instagram/@HarleyDavidson</span></figcaption>
    </figure>
    <figure class="article__media">
        <div class="article__media-img-container open-gallery" data-index="3">
            <a href="#"><img alt="Karen Davidson at a Harley-Davidson event." height="544" width="333" data-credit="Instagram/@HarleyDavidson" src="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?strip=all&amp;w=333" data-caption="Karen Davidson discusses the legacy of the new 'stunning' Icon model" sizes="(max-width: 375px) 335px, (max-width: 520px) 480px, (max-width: 660px) 620px, 940px" srcset="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=940 940w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=335 335w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=480 480w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=620 620w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=1880 1880w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=670 670w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=960 960w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=1240 1240w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=2820 2820w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=1005 1005w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=1440 1440w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=1860 1860w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=3760 3760w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=1340 1340w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=1920 1920w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366098.jpg?w=2480 2480w" loading="lazy" role="img" /></a>
            <p><span class="article__gallery-count-value">7</span></p>
        </div>
        <figcaption class="article__media-caption"><span class="article__media-span">Karen Davidson discusses the legacy of the new 'stunning' Icon model</span><span class="article__credit">Credit: Instagram/@HarleyDavidson</span></figcaption>
    </figure>
    <p>One of <a aria-label="Harley-Davidson’s (opens in a new tab)" href="" target="_blank" rel="noreferrer noopener">Harley-Davidson’s</a> most popular <a aria-label="models (opens in a new tab)" href="" target="_blank" rel="noreferrer noopener">models</a>, the Fat Boy, has become a cultural phenomenon after its appearance in the Hollywood blockbuster Terminator 2: Judgement Day.</p>
    <p>Now, Willie G’s children, Bill and Karen Davidson, who observed their father designing the original, have unveiled a 2025 version that has captivated bikers everywhere.</p>
    <p>In the <a href="" target="_blank" aria-label="reveal video (opens in a new tab)" rel="noreferrer noopener">reveal video</a>, Karen Davidson stated: “It beautifully honors the original and the Fat Boy legacy spanning 25 years.</p>
    <p>“I remember watching my Dad along with the team as they brought the stunning <a href="" target="_blank" aria-label="motorbike (opens in a new tab)" rel="noreferrer noopener">motorbike</a> to life, and the moment I first laid eyes on it.”</p>
    <p>“The essence of the 1990 bike has been refined in the 2025 model.”</p>
    <p>Bill Davidson remarked: “When I think about the Fat Boy, it embodies emotion; when you’re riding it, that emotion resonates; even its appearance evokes feelings.</p>
    <p>“The fact that the new iteration was made where the original was created, at Juno Avenue, is incredibly thrilling.</p>
    <p>“The 1990s carried his signature style, distinctive color, and rebellious spirit, which endure after 25 years.”</p>
    <p>Only 1,990 units of the new chromed Fat Boy Gray Ghost will be available for $25,399.</p>
    <p>This latest model features a reflective finish that imparts a futuristic sheen, and the engine is a customized version of the Milwaukee-Eight 117.</p>
    <div id="bc-video-6371845291112" class="brightcove">
        <span class="article__bc_video-caption">Harley-Davidson ‘eyes $1bn sale’ as it faces uncertain future after CEO steps down and investors call for major shake up</span>
    </div>
    <p>Additional engine features include a yellow trim, reminiscent of the original, and a round air cleaner similar to the original 1990 version.</p>
    <p>The aptly named Icon model claims to produce 101 hp at 4,800 rpm and 112 lb-ft at 2,000 rpm, contrasted with the standard Fat Boy’s claimed output of 104 hp and 126 lb-ft.</p>
    <p>Enthusiasts of the famed brand have erupted with excitement on social media following the announcement.</p>
    <p>One fan commented: "There’s really only one motorcycle brand in the world that could have designed the Fat Boy, and that’s Harley Davidson; it’s here to last."</p>
    <p>Another said: "Nailed it! Thrilled that you included the grey frame; keep the amazing designs coming!"</p>
    <p>A third remarked: "Saw one in person yesterday! Gorgeous bike, and I love that it pays tribute to the legendary Willie G! Also, the expressions of the brother and sister who rode it over to show him... priceless!"</p>
    <p>At the closure of the promotional video, the siblings proudly showcased their creation to their father, beaming like Cheshire cats.</p>
    <p>One particularly impressed admirer expressed: "Can you imagine having this stunning bike in your garage for eternity? I want one!!!"</p>
    <p>This launch occurs amid Harley-Davidson's ongoing <a href="" target="_blank" aria-label="suffer a historic season of chaos (opens in a new tab)" rel="noreferrer noopener">struggles during a tumultuous season</a>, as shareholders engage in conflict with key decision makers.</p>
    <p>The <a href="" target="_blank" aria-label="brand (opens in a new tab)" rel="noreferrer noopener">brand</a> is experiencing turmoil following the resignation of its CEO, <a href="" target="_blank" aria-label="Jochen Zeitz (opens in a new tab)" rel="noreferrer noopener">Jochen Zeitz</a>, due to <a href="" target="_blank" aria-label="poor sales performance (opens in a new tab)" rel="noreferrer noopener">disappointing sales figures</a> and elevated inventory levels.</p>
    <p>The company finds itself entangled in a challenging leadership struggle.</p>
    <figure class="article__media">
        <div class="article__media-img-container open-gallery" data-index="4">
            <a href="#"><img alt="Close-up of Harley-Davidson motorcycle details, including logos and fuel tank." height="548" width="327" data-credit="Instagram/@HarleyDavidson" src="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?strip=all&amp;w=327" data-caption="The iconic, world-recognized logo of Harley-Davidson" sizes="(max-width: 375px) 335px, (max-width: 520px) 480px, (max-width: 660px) 620px, 940px" srcset="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=940 940w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=335 335w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=480 480w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=620 620w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=1880 1880w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=670 670w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=960 960w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=1240 1240w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=2820 2820w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=1005 1005w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=1440 1440w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=1860 1860w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=3760 3760w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=1340 1340w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=1920 1920w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366095.jpg?w=2480 2480w" loading="lazy" role="img" /></a>
            <p><span class="article__gallery-count-value">7</span></p>
        </div>
        <figcaption class="article__media-caption"><span class="article__media-span">The iconic, world-recognized logo of Harley-Davidson</span><span class="article__credit">Credit: Instagram/@HarleyDavidson</span></figcaption>
    </figure>
    <figure class="article__media">
        <div class="article__media-img-container open-gallery" data-index="5">
            <a href="#"><img alt="Man in leather jacket sitting on a Harley-Davidson motorcycle in front of a Freightliner truck." height="551" width="335" data-credit="Instagram/@HarleyDavidson" src="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?strip=all&amp;w=335" data-caption="Willie G during his legendary journey to Daytona Beach in 1989" sizes="(max-width: 375px) 335px, (max-width: 520px) 480px, (max-width: 660px) 620px, 940px" srcset="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=940 940w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=335 335w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=480 480w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=620 620w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=1880 1880w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=670 670w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=960 960w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=1240 1240w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=2820 2820w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=1005 1005w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=1440 1440w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=1860 1860w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=3760 3760w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=1340 1340w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=1920 1920w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366094.jpg?w=2480 2480w" loading="lazy" role="img" /></a>
            <p><span class="article__gallery-count-value">7</span></p>
        </div>
        <figcaption class="article__media-caption"><span class="article__media-span">Willie G during his legendary journey to Daytona Beach in 1989</span><span class="article__credit">Credit: Instagram/@HarleyDavidson</span></figcaption>
    </figure>
    <figure class="article__media">
        <div class="article__media-img-container open-gallery" data-index="6">
            <a href="#"><img alt="Close-up of a new Harley-Davidson motorcycle." height="549" width="333" data-credit="Instagram/@HarleyDavidson" src="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?strip=all&amp;w=333" data-caption="Ding a ling ling, the futuristic chrome finish adds new flair to the iconic Fat Boy model, which debuted in 1990" sizes="(max-width: 375px) 335px, (max-width: 520px) 480px, (max-width: 660px) 620px, 940px" srcset="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=940 940w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=335 335w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=480 480w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=620 620w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=1880 1880w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=670 670w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=960 960w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=1240 1240w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=2820 2820w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=1005 1005w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=1440 1440w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=1860 1860w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=3760 3760w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=1340 1340w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=1920 1920w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366089.jpg?w=2480 2480w" loading="lazy" role="img" /></a>
            <p><span class="article__gallery-count-value">7</span></p>
        </div>
        <figcaption class="article__media-caption"><span class="article__media-span">Ding a ling ling, the futuristic chrome finish adds new flair to the iconic Fat Boy model, which debuted in 1990</span><span class="article__credit">Credit: Instagram/@HarleyDavidson</span></figcaption>
    </figure>
    <figure class="article__media">
        <div class="article__media-img-container open-gallery" data-index="7">
            <a href="#"><img alt="Magazine cover featuring a man riding a Harley-Davidson Fat Boy motorcycle." height="546" width="329" data-credit="Instagram/@HarleyDavidson" src="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?strip=all&amp;w=329" data-caption="The original 1990 Fat Boy with Willie G" sizes="(max-width: 375px) 335px, (max-width: 520px) 480px, (max-width: 660px) 620px, 940px" srcset="https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=940 940w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=335 335w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=480 480w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=620 620w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=1880 1880w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=670 670w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=960 960w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=1240 1240w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=2820 2820w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=1005 1005w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=1440 1440w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=1860 1860w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=3760 3760w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=1340 1340w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=1920 1920w, https://www.the-sun.com/wp-content/uploads/sites/6/2025/05/new-wheels-harley-davidson-reveals-993366103.jpg?w=2480 2480w" loading="lazy" role="img" /></a>
            <p><span class="article__gallery-count-value">7</span></p>
        </div>
        <figcaption class="article__media-caption"><span class="article__media-span">The original 1990 Fat Boy with Willie G</span><span class="article__credit">Credit: Instagram/@HarleyDavidson</span></figcaption>
    </figure>
</div>
Categories
Harley Davidson News

Harley Davidson Cuts Prices on Premium Bike to Under $10k – Fans Can Save Hundreds on Sporty Model!

HARLEY Davidson has reduced the price of one of its latest motorcycles to below $10,000 in a bid to boost sales.

This fresh model is ideal for motorcycle enthusiasts seeking a premium and sporty experience.

Harley Davidson motorcycles in a showroom.

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Harley-Davidson is slashing the price of one of its top sports bikes to under $10,000 (stock image)Credit: Getty
Person riding a Harley-Davidson Nightster motorcycle in the rain.

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The 2025 Nightster now starts at $9,999, marking a new era of affordable, high-performance bikesCredit: Harley Davidson
2025 Harley-Davidson Nightster motorcycle.

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The sleek blacked-out bike is now hundreds of dollars less than its original priceCredit: Harley Davidson
Two men looking at motorcycles for sale outside a Harley-Davidson dealership.

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Harley is making some major business moves to broaden its audienceCredit: Getty

The price reductions impact three of Harley’s more budget-friendly models – the Nightster, the Sportster, and the Nightster Special.

Currently, the entry-level Nightster can be acquired for just $9,999, while the Sportster begins at $15,999, and the Nightster Special is listed at $12,499, as reported by Auto Evolution.

The base Nightster, previously priced at $10,499, boasts a 975cc Revolution Max V-Twin engine, delivering 91 horsepower and 97 Nm of torque.

At this competitive price, buyers also receive 14-spoke cast aluminum wheels, Brembo brakes, LED lighting, and a 27-inch seat height, which is perfect for riders seeking a nimble experience.

The Nightster Special features the same engine but includes premium enhancements like a 4-inch TFT screen with Bluetooth, ABS, selectable ride modes, and a passenger seat for added comfort.

At the top tier, the Sportster S comes with a 1,252cc Revolution Max 1250T engine that generates 121 horsepower and 127 Nm of torque.

This model is outfitted with high-performance Brembo brakes, fully adjustable suspension, and a low, aggressive stance designed for optimum power and handling.

While the bike may not exude luxury, its performance capabilities and sleek, blacked-out design make it a standout competitor.

The entry-level model, showcased in Billiard Gray, serves as the most affordable entry point into Harley’s sports bike range.

However, it’s important to note that the final costs for these models can be significantly higher than the base prices once optional upgrades are included.

Harley-Davidson’s 2025 Lineup: 7 New Bikes Unveiled

While the starting price appears attractive, potential riders should be aware that taxes, title, registration, and other fees will increase the overall expenditure.

This pricing strategy marks a new chapter for the Milwaukee-based manufacturer, merging affordability with high-performance motorcycles.

This new price approach is likely a tactical shift aimed at drawing in a wider range of riders, particularly in the competitive sportbike sector.

Despite the additional details, Harley’s decision to lower prices indicates a shift in their business strategy, possibly targeting younger, cost-conscious customers.

What are the new and refreshed Harley-Davidson motorcycles for 2025?

The lineup of completely new 2025 models features:

The Street Glide Ultra designed for long-distance touring alongside the Pan America 1250 ST, a versatile adventure sport motorcycle.

Additionally, Harley-Davidson has refreshed six iconic Cruiser models for 2025: the Low Rider S; Low Rider ST; Breakout; Heritage Classic; Fat Boy; and Street Bob.

The brand’s Sportster S has also received updates.

A series of limited-edition Custom Vehicle Operation (CVO) motorcycles features four models: CVO Street Glide; CVO Road Glide; CVO Road Glide ST; and CVO Pan America.

The manufacturer announced that these new models complete the 2025 Harley-Davidson Grand American Touring, Cruiser, Sport, Adventure Touring, and Trike motorcycle collections.

The revised pricing strategy may help the brand attract new supporters, particularly in a market already saturated with Japanese and European motorcycles that are presenting competitive offerings at lower costs.

2025 LINEUP

Harley-Davidson, headquartered in Milwaukee, has unveiled its all-new and updated motorcycles for the 2025 model lineup.

This collection encompasses the new Street Glide Ultra long-distance touring model, the Pan America 1250 ST adventure sport motorcycle, and a series of six revitalized Cruiser models for 2025.

Additionally, this year marks the upgrades of the powerful Sportster S model, alongside a selection of four limited-production Custom Vehicle Operation (CVO) motorcycles.

Harley is also launching six new 2025 Cruiser models, blending modern technology with the classic appeal.

Other enhancements include improved suspension for the Sportster S and four exclusive Custom Vehicle Operation (CVO) models featuring unique designs and premium attributes.

Categories
Harley Davidson News

This Overlooked 34-Year-Old Biker Western is a Must-Watch for Sons of Anarchy Fans (Available on Prime Video)

Sons of Anarchy enthusiasts can indulge in a classic biker western film featuring action star Mickey Rourke alongside the charismatic Don Johnson. Harley Davidson and the Marlboro Man is now available for streaming on Prime Video.

Harley Davidson and the Marlboro Man tells the story of Harley Davidson (Rourke), who journeys from Texas to Burbank, California, aiming to reunite with his old buddy Robert Lee “Marlboro Man” Edison (Johnson). As they reconnect, they discover that a mutual friend is on the verge of losing his bar due to the Great Trust Bank’s plans to develop a new complex on the property, demanding millions upfront for a new contract.

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The duo attempt to assist by robbing the bank. Unfortunately, they target the wrong armored transport and end up with “Crystal Dream,” a new experimental street drug, marking them as prime targets. Now, Harley and Marlboro must contend not only with the corrupt bank but also with the mob.

Directed by Simon Wincer and based on a screenplay by Don Michael Paul, Harley Davidson and the Marlboro Man features a stellar cast alongside Rourke and Johnson, including Giancarlo Esposito, Chelsea Field, Tom Sizemore, Daniel Baldwin, Vanessa Williams, and professional wrestler Big John Studd.

Harley Davidson and the Marlboro Man was met with poor critical and financial reception. It grossed only $7 million in the U.S. with a budget of $23 million and holds a 21% approval rating from critics on Rotten Tomatoes. The film was also nominated for Worst Picture at the 1991 Stinkers Bad Movie Awards.

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‘How Could I Not be Interested?’: Pierce Brosnan Addresses James Bond Return Possibility

Pierce Brosnan has shared his thoughts on the prospect of returning as James Bond.

Another Project For Sons of Anarchy Fans

Sons of Anarchy creator Kurt Sutter is set to unveil a new Netflix project that fans will find intriguing. Set in the 1850s, it delves into the rivalries of various outlaw groups during the Old West era. The Abandons centers on Fiona Nolan (Game of Thrones‘ Lena Headey), a devoted Irish woman struggling with infertility who seeks to create a family by taking in four orphans.

She soon faces off against European aristocrats laying claim to her newly acquired home in Oregon. Some fans speculate that The Abandons could serve as a prequel to Sons of Anarchy, providing background on the origins of SAMCRO. The cast also includes Gillian Anderson, Lucas Till, Aisling Franciosi, Nick Robinson, Diana Silvers, and Lamar Johnson.

Harley Davidson and the Marlboro Man is currently streaming on Prime Video.


harley-davidson-and-the-marlboro-man-1991-poster.jpg

Harley Davidson And The Marlboro Man


Release Date

August 23, 1991

Runtime

98 Minutes

Director

Simon Wincer




Categories
Harley Davidson News

Harley-Davidson Unveils ‘Most Powerful Production Bike Yet,’ but Fans Say It’s a ‘Miss’ Due to Key Feature

HARLEY-Davidson has introduced its most powerful motorcycle ever available for public roads, but a significant portion of the fanbase is expressing dissatisfaction with the unveiling.

The iconic motorcycle manufacturer showcased their 2025 CVO Road Glide RR in a promotional video shared on social media, following its announcement at a press conference held in Austin, Texas.


Motorcycle racer leaning into a turn on a track.

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Harley have revealed a race-replica bike that’s their most powerful production model everCredit: YouTube / Harley-Davidson

Computer screen displaying a 3D model of a Harley-Davidson motorcycle.

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It boasts an impressive 153 horsepower and 150 lb-ft of torque.Credit: YouTube / Harley-Davidson

2025 Harley-Davidson CVO Road Glide RR motorcycle.

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But only 131 units will be produced, with a starting price of $110,000Credit: YouTube / Harley-Davidson

A red Harley-Davidson CVO Road Glide RR motorcycle speeding on a track.

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It represents the highest price the firm has ever charged for one of its bikesCredit: YouTube / Harley-Davidson

The new CVO Road Glide RR is designed on Harley’s touring platform and features a 131 cubic-inch engine that delivers an impressive 153 horsepower and 150 lb-ft of torque.

However, aspiring owners may find it challenging to obtain one, as only 131 units of this model will be produced, and it carries a hefty starting price of $110,000.

This price point marks the highest ever set by the company for one of its motorcycles, which is said to honor its participation in the renowned “King of the Baggers” motorcycle race series.

During the press event, Jason Kehl, Harley’s Product Development Leader, remarked: “A project like this, a motorcycle of this exclusivity, hand-crafted with only 131 units, wouldn’t be viable without the complete backing of the company.

“This is a ‘factory motorcycle.’ Harley Davidson has referred to that term, pertaining to racing, since 1914.”

For those unaware, Mission King of the Baggers features Harley’s heavier bikes – equipped with fairings and saddlebags – competing against their sole American competitor, Indian Motorcycle.

With this latest model, Harley aims to capitalize on the growing popularity of the racing series, although the response from fans has not met the company’s expectations.

In comments on the unveiling video shared on Facebook, many users voiced their confusion regarding Harley’s choice to launch such an expensive motorcycle.

One commenter said: “Yeah, this is just what people want right now in this economy…spending $150,000 on a Harley after taxes.”

Another remarked: “This is an answer to a question no one asked. You already make $30K bikes with technology that can’t compete against Japanese models priced a third less.”

Harley-Davidson riders point to glaring ‘oversight’ by brand after chain’s stock plummets & dealerships close for good

“Instead of addressing that – you roll out this?”

A third user commented: “If this was the surprise you teased for three quarters, you’re going to disappoint a majority of your audience.

“You’ve missed your target, a swing and miss, HD.”

However, not all feedback was negative.

An optimistic user stated: “For someone who desires the absolute best…here’s your motorcycle, and if I could, I certainly would be interested.”

In a similar vein, Indian released its own race replica, the Challenger RR, in 2023, which was intended strictly for track use—but sales were poor.

Only 29 units were produced, initially priced at $92,229, and the Challenger RR is still available at various dealers for less than the original cost.

In recent months, shares of Harley-Davidson have declined, with motorcycle sales witnessing a third consecutive annual drop.

Escalating prices and interest rates have largely deterred potential buyers.

Harley-Davidson closures in 2024

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

Nevertheless, various locations have closed for numerous reasons throughout 2024, with little explanation provided.

Below is a list of some Harley-Davidson outlets that have shut down this year:

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

Miracle City Harley-Davidson in Titusville, Florida, ceased operations in September with no reason specified.

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

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

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

Categories
Harley Davidson News

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.

Categories
Harley Davidson News

Harley-Davidson Dealership Reopens After Sudden Closure, New Owners Celebrate ‘Customer-Focused’ Approach to Fans

A MASSIVE Harley-Davidson dealership has reopened after abruptly closing its doors for several weeks, with customers’ bikes still inside.

The expansive 30,000-square-foot establishment features over 100 Harley-Davidson motorcycles and more than $3.5 million in inventory.

Harley-Davidson Dealership Reopens After Sudden Closure, New Owners Celebrate ‘Customer-Focused’ Approach to Fans
New owners have taken charge of a previously closed Harley-Davidson dealership
Getty
https://img.particlenews.com/image.php?url=2n4aBV_0yYmE12900
An announcement on the dealership’s Facebook page detailed operational continuity after the abrupt closure
Facebook/San Jose Harley-Davidson
https://img.particlenews.com/image.php?url=2Jckw8_0yYmE12900
The dealership features over 100 motorcycles valued in the millions
Getty

San Jose Harley-Davidson is situated in San Jose, California, part of the San Francisco Bay Area.

The dealership, one of the largest Harley-Davidson locations in Northern California, ceased operations on December 21, 2024.

“To the Harley-Davidson community that San Jose H-D has served, we thank you for your years of support and shared enthusiasm,” the dealer stated on their Facebook page on the closure day.

It was announced that new ownership would take effect on January 14.

After a few delays, the store officially reopened on January 21, with the prior owner’s endorsement.

The new owners, Mike Genthner and Jess Bettencourt, have been part of the Harley-Davidson family since 1997.

They already operate Oakland Harley-Davidson in Oakland, California, also located in the San Francisco Bay Area.

Upon taking over, Genthner and Bettencourt pledged to reach out to customers whose bikes were in the store during the December closure.

They also committed to fulfilling pending special orders, work order deposits, and honoring gift cards.

Both Genthner and Bettencourt, native Californians, have been involved in their family businesses from a young age.

The two acquaintances met in high school, united by their passion for motorcycles and the Harley-Davidson brand.

Genthner and Bettencourt manage daily operations at Oakland Harley-Davidson and actively engage with both staff and customers.

San Jose Harley-Davidson patrons have expressed positive sentiments about the ownership transition on the store’s Facebook page.

“The new owner I spoke with is very customer-oriented,” noted one fan.

“He took my bike from SJ service to Oakland, and they’re almost done after a week.”

“Thank you for continuing to honor the gift cards and maintaining the business,” another commented.

In additional Harley-Davidson updates, customers can now receive an upgrade designed to enhance performance, aesthetics, and sound.

Moreover, the motorcycle titan has unveiled a new special model – specifically for law enforcement.

Laidlaw’s Harley-Davidson, situated near Los Angeles, has recently introduced a Pan America 1250 Special concept bike featuring flashing red and blue lights, multiple saddlebags, and sirens.

This model also features enhanced ground clearance and improved suspension for various terrains.

Additionally, Harley-Davidson owners have been urged to take prompt action following reported thefts of multiple motorcycles.

Harley-Davidson Closures in 2024

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

Nevertheless, several locations have closed throughout 2024 for various reasons, often without a clear explanation.

Below is a summary of some Harley-Davidson locations that have shut down this year and the reasons behind their closures:

The San Francisco location closed in June after 110 years due to “chaos” caused by new management.

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

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

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

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

Categories
Harley Davidson News

Harley-Davidson Dealership Reopens Following Sudden Closure, Earns Praise from Fans for ‘Customer Focused’ New Ownership

A LARGE Harley-Davidson dealership has reopened after unexpectedly shutting its doors for weeks, leaving customers’ bikes inside.

The expansive 30,000-square-foot location features over 100 Harley-Davidson motorcycles and boasts more than $3.5 million in inventory.

Harley-Davidson Dealership Reopens Following Sudden Closure, Earns Praise from Fans for ‘Customer Focused’ New Ownership

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New ownership has taken over a previously closed Harley-Davidson dealership
Credit: Getty
Announcement regarding the reopening of San Jose Harley-Davidson under new ownership.

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A message posted on the dealership’s Facebook page detailing ongoing operations following the sudden closure
Credit: Facebook/San Jose Harley-Davidson
Multiple Harley-Davidson motorcycles lined up in a row.

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The dealership features over 100 motorcycles valued at millions
Credit: Getty

The San Jose Harley-Davidson dealership is situated in San Jose, California, within the San Francisco Bay Area.

This dealership is among the largest Harley-Davidson locations in Northern California and temporarily closed on December 21, 2024.

“To the Harley-Davidson community that San Jose H-D serves, we extend our gratitude for your support and passion throughout the years,” the dealership announced in a Facebook statement on the day it closed.

New ownership was set to take over on January 14.

Following a few delays, the store officially reopened on January 21 with the consent of the previous owners.

Mike Genthner and Jess Bettencourt, the new owners, have been affiliated with the Harley-Davidson brand since 1997.

They also own Oakland Harley-Davidson, located in Oakland, California, which is within the same region.

After taking control, Genthner and Bettencourt stated they would reach out to customers whose bikes were left in the store during the December closure.

Additionally, they committed to fulfilling existing special orders and work order deposits, as well as honoring gift cards.

Harley-Davidson’s 2025 Lineup: 7 New Bikes Unveiled

The new owners, both natives of California, have been involved with their family businesses from a young age.

The two met in high school, forming a bond over their mutual love for motorcycles and the Harley-Davidson brand.

Genthner and Bettencourt both manage daily operations at Oakland Harley-Davidson and engage closely with both staff and customers.

Customers from San Jose Harley-Davidson expressed their approval of the new ownership on the dealership’s Facebook page.

“The new owner I spoke with is very customer-focused,” one supporter remarked.

“He took my bike from SJ service up to Oakland, and they’re nearly finished after just a week.”

“Thank you for honoring the gift cards and for continuing the business,” another customer commented.

In other updates from Harley-Davidson, customers can now access a new upgrade that enhances performance, style, and sound.

Moreover, the motorcycle manufacturer has released a new special model – although it’s not available to the public.

This is part of a series of bikes created specifically for police use.

Laidlaw’s Harley-Davidson, located near Los Angeles, recently unveiled a Pan America 1250 Special concept motorcycle featuring flashing red and blue lights, multiple saddlebags, and sirens.

It also included higher ground clearance and enhanced suspension suitable for various terrains.

In other matters, Harley-Davidson owners have been urged to take swift action in response to recent reports of several motorcycles being stolen.

Harley-Davidson Closures in 2024

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

However, numerous locations have closed for various reasons throughout 2024, many without explaining why.

Here is a list of some Harley-Davidson dealerships that have closed this year and the reasons cited for these closures:

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

Miracle City Harley-Davidson in Titusville, Florida, ceased operations in September, with no explanation provided.

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

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

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

Categories
Harley Davidson News

Last Chance to Visit Iconic Harley-Davidson Site Before Ownership Change Leaves Fans ‘Shocked and Heartbroken’

A DEARLY CHERISHED Harley-Davidson dealership that has been in operation for 75 years is about to undergo significant changes in just a few days.

The family behind the Historic Harley-Davidson in Kansas has just four days left managing the business before it officially hands over ownership.

Historic Harley-Davidson in Topeka, Kansas, is changing hands after 75 years of business

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Historic Harley-Davidson in Topeka, Kansas, is changing hands after 75 years of businessCredit: Facebook/topekahd

The Patterson family ran the business for four generations before selling it to Steven Towers

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The Patterson family has operated the dealership for four generations before passing it on to Steven TowersCredit: Facebook/topekahd

On January 4, Mike Patterson, the dealership’s owner in Topeka, shared the unfortunate news with supporters on social media.

This year marked an impressive milestone of 75 years under the Patterson name, but after reaching this remarkable achievement, the family felt it was time to pursue new opportunities.

“It has been a journey filled with dedication, hard work, and countless memories,” Patterson expressed in his heartfelt message.

“After considerable thought and contemplation, I’ve decided to sell Historic Harley-Davidson.”

Patterson’s grandfather established the store in 1949, and since then, four generations have nurtured a thriving community of Harley enthusiasts.

“It’s been a hub, a gathering place, and a haven for those who share a passion for the open road,” said Patterson.

“Every customer, each handshake, and all the shared stories over the years have been invaluable to us.

“You’ve all become an extension of our family, and for that, I am extremely grateful.”

Steven Towers, who owns other dealerships in North Carolina and Nebraska, will assume leadership of the store on January 14.

Patterson mentioned that all employees currently under him will be offered positions by Towers.

The beloved owner encouraged fans to help welcome Towers as he carries on the legacy established by four generations of the Patterson family.

Nonetheless, some fans are not ready to say goodbye to the Patterson family.

“I’m stunned and saddened by this announcement,” wrote one loyal customer.

Harley-Davidson Closures in 2024

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

However, numerous stores have closed for various reasons throughout 2024 – some without any explanation.

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

The San Francisco location closed its doors in June after a remarkable 110 years due to ‘chaos’ caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, closed in September without any explanation provided.

Harley-Davidson’s historic location in New York City ceased operations on September 28, with the owner mentioning economic challenges.

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

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

“I don’t have the words to express my feelings. I am grateful for all the memories and opportunities provided by the Patterson family.”

Another Harley enthusiast described the dealership as the best in the area.

“Wishing you all the best in your future endeavors. It has truly been a pleasure knowing you as not just a loyal customer but as a friend,” commented a heartbroken motorcycle rider.

Another fan of motorbikes expressed that they will fondly remember Patterson’s shop as a great place to “visit and hang out.”

“You’ve cultivated a fantastic community. I wish you all the best in your next chapter,” added the rider.

Many other customers extended their best wishes to the Patterson family and expressed their eagerness to support Towers during his ownership.

Two additional Harley shops are changing ownership, leaving fans in a state of uncertainty.