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

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

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


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

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The legendary American brand may be in financial straits

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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


Harley-Davidson logo on a wall.

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Its logo is recognised around the world

Harley-Davidson Cycles logo mounted on a building.

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The financial division supports its traders and consumers and provides insurance

Harley-Davidson closures in 2024

There are over 650 Harley-Davidson dealerships across America.

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

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

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

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

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

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

Another Illinois dealership closed in November 2024.

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

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

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Harley Davidson News

How Protolabs and DMLS Empower Harley Davidson Factory Racing: A Story of Leadership and Innovation







Kyle Wyman Harley Davidson Factory Racing

Harley-Davidson Factory Racing rider Kyle Wyman competes for a podium finish during the 2024 King of the Baggers season.



Motorcycle racing is an exhilarating sport where victories can be counted in microseconds. An edge can sometimes rest upon millimeters of tire gripping the track.







Luca Mazzei Protolabs

Luca Mazzei, strategic growth officer at Protolabs



Engineers and designers work diligently to eliminate any unnecessary weight, all while ensuring parts remain resilient enough to endure falls and continue functioning effectively.

When Harley-Davidson Factory Racing (HDFR) reached out for assistance in developing and producing components for their involvement in the MotoAmerica King of the Baggers racing series, we eagerly embraced the opportunity. Crafting motorcycles of this caliber (weighing over 600 lbs) involves continuous iterations that lead to enhanced safety and performance metrics.

The ability to efficiently iterate and swiftly manufacture was essential to HDFR’s goals. This collaboration underscored the advantages of partnering with a singular, digital manufacturer for everything from prototyping to the production of usable parts.

The crucial design objectives were to enhance safety and maximize cornering speeds for bikes capable of exceeding 180 mph. With as many as 14 turns per lap, even a half-degree improvement in lean angle can drastically decrease race completion times.

3D Printing: A Viable Solution

Among the components developed for HDFR was a seemingly straightforward exhaust pipe. Running alongside the bike, the original design encountered issues with tight turns at high speeds, occasionally scraping against the ground and causing loss of control. Refining this design had the potential to yield significant performance enhancements.







Two part exhaust HDFR bike

The two-part exhaust system was printed via direct metal laser-sintering at Protolabs facility in Raleigh, N.C.



Working alongside our engineers, the design team from HDFR examined various manufacturing methods for their prototypes before ultimately opting for 3D printing—specifically, direct metal laser sintering (DMLS).

Why Choose DMLS?

DMLS utilizes powdered metals in an additive manufacturing process, providing remarkable design flexibility along with the creation of robust metallic components.

In a sizable build chamber, at least one laser is employed to fuse metal powders, layer by layer. Once a layer has adhered to the previous one, the platform gradually descends, followed by another layer of powder being applied for continued fabrication.







Titanium exhaust HDFR bike

The new 3D-printed, titanium exhaust features a new design that equips it closer to the bike, allowing for greater lean angle on turns.



After initial prototypes in stainless steel, HDFR opted for strong yet lightweight titanium for the final part. This material not only ensured durability but also offered outstanding resistance to corrosion—a crucial factor as the bikes must perform well across varying weather conditions. While titanium typically incurs higher costs, it was imperative that the part could withstand the abrasions of the racetrack while also significantly reducing weight.

Subsequent cycles of prototyping and testing allowed the team to refine the design based on insights from the riders. Each version was evaluated, leading to the creation of a production-ready component. With 3D printing’s speed in delivering complex parts, the design team could continuously improve the outcomes based on real-world testing.

The updated pipe design improved lean angles, enabling the riders to navigate turns faster without risking damage to the exhaust system.

Machined Components for Protection

While refining the exhaust system stood out as a major achievement for rapid prototyping, another critical part was designed to protect the shift assembly—the bike’s vital gear-change mechanism located on the left side. Any damage to this assembly could severely hinder performance during races.







Shift skid HDFR bike

The shift skid protects the shift assembly on the left side of the bike in case a crash occurs.



In a push for rapid iteration, HDFR realized just a few days before the race how critical it was to design a protective piece for the shift assembly. The objective was to ensure that if the bike tipped over, the shift skid would shield the assembly, allowing the rider to potentially continue the race.

Given the time constraints, 3+2-axis CNC machining was employed to fabricate the part from a block of aluminum 7075/T651/T6. The machining process was advantageous due to its precision and speed. As with the titanium exhaust, aluminum was selected for its strength, providing a lightweight yet robust solution.

The finalized design was submitted on a Monday, and the part was delivered to the Harley team just two days later, well ahead of the Friday qualifying sessions. This timing was fortuitous; rider Kyle Wyman experienced a slide during rainy conditions, scraping the skid against the pavement. The part functioned as intended, protecting the shift assembly and enabling Kyle to compete successfully in the subsequent race.

The Speed of Digital Manufacturing

A pivotal factor in HDFR’s triumph in the King of the Baggers series was the swift iteration enabled by digital manufacturing. Unlike traditional quoting methods, a digital quoting system provides rapid—if not instant—responses to requests for quotes (RFQs), along with critical design feedback for manufacturing. Without such insights, companies must engage in lengthy back-and-forth communications to refine part designs, which can be tedious and unproductive when operating under tight deadlines.







Kyle Wyman HDFR on track

Harley-Davidson Factory Racing rider Kyle Wyman competes on a wet track during the 2024 King of the Baggers season.



Digital manufacturing facilitates the rapid development required to keep products ahead of competition, efficiently transitioning from prototypes to final parts and ultimately crossing the finish line.

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