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Harley-Davidson Executive Claims Bikes Will Be Priced at $124,000 Amidst ‘Devastating’ Industry Shift with a ‘Simple Request’

HARLEY-Davidson may soon increase the prices of its motorcycles as the industry undergoes significant changes.

A worsening trade dispute and subsequent tariffs enforced by the European Union on American-manufactured motorcycles, including those from Harley-Davidson, might prompt the well-known brand to shift its production operations.


Harley-Davidson Executive Claims Bikes Will Be Priced at 4,000 Amidst ‘Devastating’ Industry Shift with a ‘Simple Request’

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Harley-Davidson is preparing for substantial transformations within the industry due to significant tariffs on their motorcycles.
Credit: Reuters

Mr. Root testifying at a hearing.

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Jonathan Root warns of a disruptive industry shift and asserts that the historic American brand is being “targeted.”
Credit: YouTube/WaysandMeansCommittee

As reported by Biz Journals, a leading Harley executive recently informed a Congressional subcommittee that the firm is at risk of facing a “devastating” and “indefensible” 56% tariff on American-made motorcycles sold in Europe.

Consequently, the company has requested Congress to negotiate fair trade agreements with the European Union, Canada, and Asian nations.

However, earlier this month, the EU stated that in retaliation to President Donald Trump’s administration imposing a 25% tariff on all steel and aluminum imports, it would increase tariffs on American products—including motorbikes, boats, and bourbon.

Jonathan Root, the firm’s chief financial officer and president of commercial operations, indicated that this situation would lead to a 56% tariff on American-manufactured Harleys sold in the EU.

Root addressed the subcommittee, stating: “My request today is straightforward—fairness.”

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

Root contends that these tariffs are unjust, discriminatory, and driven by political motivations, highlighting that Harley-Davidson has already incurred significant costs from a previous 2018 tariff amounting to around $166 million.

He mentioned that the company managed this impact without passing the costs onto consumers.

“We are not seeking protectionism, merely fairness,” he emphasized.

“A 56% tariff is indefensible and will hinder our capacity to sell motorcycles in Europe.”

Harley-Davidson’s Accessory Mode

Root pointed out how other foreign markets impose luxury taxes reaching up to 150% and additional non-tariff barriers, citing Denmark as an example, where a 25% value-added tax and a 150% luxury tax are applied.

If any supplementary EU retaliatory tariff is applied, the price of a Harley-Davidson Road Glide sold in Denmark could soar to $124,000, significantly higher than the $28,000 starting price in the U.S.

This situation arises as Harley registered 25,860 new motorcycle registrations in Europe in 2024, compared to 94,383 in the U.S.

The figures encompass motorcycles sold in Austria, Belgium, Denmark, Finland, France, Germany, Italy, Luxembourg, Netherlands, Norway, Spain, Sweden, Switzerland, and the United Kingdom according to the latest Form 10-K annual report from the company.

Root also highlighted that Harley sources 70 to 80% of its parts from U.S. suppliers and provides jobs for 4,500 American workers out of a total workforce of 5,500.

He reinforced the company’s commitment to manufacturing in the U.S. and urged for a level playing field in international trade.

Harley-Davidson Closures in 2024

There are over 650 Harley-Davidson dealerships throughout America.

Nonetheless, numerous stores have closed down for various reasons in 2024—sometimes without even providing an explanation.

The following is a list of some Harley-Davidson locations that have closed this year along with the reasons for their closure:

A location in San Francisco shut down in June 2024 after 110 years, citing “chaos” resulting from new management.

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

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

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

Another Illinois dealership also closed in November 2024.

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

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

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Harley Davidson News

With a Simple Adjustment, Harley Addressed the Biggest Issue of Its Most Accessible Motorcycle

The revamped Sportster S brings a surge of power along with a suspension enhancement that significantly improves ride comfort.

With a Simple Adjustment, Harley Addressed the Biggest Issue of Its Most Accessible Motorcycle

2025 harley davidson sportster s macro

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Years back, while negotiating for my first motorcycle, I took a test ride on a Harley-Davidson Sportster, initially hoping to prefer my 2014 Triumph Bonneville T-100. It was meant to be a whimsical choice.

Unexpectedly, I found myself enamored with its aggressive aesthetic, comfortable seat, and the deep roar of its engine.

harley davidson sportster s hero

Displayed with the Mystic Shift color scheme, the updated Sportster S merges style with functionality beautifully. – Credit: Harley-Davidson

However, my only reservation was that every bump jolted through my spine, exacerbating my existing lower back issues. Consequently, I opted for the T-100 without regrets.

A standout advancement that Harley proudly announces is almost unbelievable — they have increased the travel in the three-way adjustable rear shock by an astonishing 60%.

Fast forward to today, the latest model of the 2025 Sportster S has caught my eye, largely due to its renewed suspension that resolves my earlier concerns. Naturally, its other attributes are equally impressive.

Exciting Developments

Although I haven’t ridden a Sportster recently, I’m eager to give this one a try. Not only has my back improved considerably, but this motorcycle promises a much gentler experience.

The remarkable upgrade Harley promotes is certainly hard to swallow. They’ve managed a 60% increase in travel for the three-way adjustable rear shock.

harley davidson sportster s rear suspension

A key enhancement to the rear suspension aims to create a far more enjoyable ride. – Credit: Harley-Davidson

In concrete terms, the suspension travel has been boosted from two inches to 3.2 inches, with minimal alteration to the seat height, which remains at 28.9 inches (when loaded) — rather remarkable for a sport bike.

This specific category of motorcycles usually boasts the highest seat heights after off-road bikes, which require elevated seats for maneuvering rough terrains, while sport bikes aim to maximize lean angles during corners.

That trait is essential for typical track riding but is less critical for daily use.

harley sportster s power and pipes

Even with enhanced suspension capabilities, the Sportster S maintains an inviting low seat. – Credit: Harley-Davidson

Interestingly, this seat height is lower than some cruisers, including the Royal Enfield Super Meteor, which measures 29.1 inches and is preferred by many shorter riders.

In essence, with a single meaningful modification, Harley has made one of its most budget-friendly and accessible motorcycles even more appealing to a broader audience, not just those with back problems.

Additional Highlights

As remarkable as the enhanced suspension is, there are several other enticing features that have me enthusiastic to take the new Sportster S for a spin.

Power Play

Equipped with the Revolution Max 1250T engine, the new Sportster S packs a powerful punch, sharing the same 1,252cc engine that powers larger models like the offroad-capable Pan America.

harley davidson sportster s action

The impressive horsepower and torque packed into a compact bike promise exhilarating rides. – Credit: Harley-Davidson

With a robust 502-pound frame, it offers an impressive 121 horsepower and 93 ft-lb of torque.

This means a swift response that can navigate city traffic and tackle twisting roads with undeniable excitement.

Eye-Catching Design

I’ve always appreciated the Sportster’s silhouette, but this new iteration elevates the design with the engine’s attractive aesthetic, merging gloss and matte finishes for a striking blacked-out appearance.

harley davidson sportster s front

The Mystic Shift finish perfectly accentuates the Sportster S’s dynamic lines. – Credit: Harley-Davidson

Additionally, there’s an attractive premium paint option available, such as the Mystic Shift, which transitions from dark gunmetal to a vibrant orange when light interacts with it.

The unique design includes exhaust pipes elegantly tucked beneath the seat, further enhancing its distinctive aesthetic.

Clever Technology

While I prefer my motorcycles to lean toward the analog side to avoid getting complacent, Harley has exercised restraint with the tech on this model, much like they did with the Low Rider ST from a couple of years back.

harley davidson sportster s dash

The TFT display, styled in a vintage manner, provides extensive data beyond just speed and RPM. – Credit: Harley-Davidson

Nestled between the handlebars is a classic-looking, four-inch full-color TFT display which facilitates navigation, ride mode adjustments, tire pressure monitoring, and more.

Additionally, it comes equipped with a practical cruise control option — a staple for comfortable long-distance rides.

Availability and Cost

The 2025 Sportster S is now available for purchase at authorized Harley-Davidson dealerships globally, with a base price of $15,999. Options such as the Mystic Shift paint scheme will increase that cost.

2025 harley davidson sportster s embed

2025 harley davidson sportster s embed

2025 Harley-Davidson Sportster S

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Harley Davidson News

With a Simple Adjustment, Harley Has Resolved the Major Issue with Its Most User-Friendly Motorcycle

Surprising Update

Although I haven’t ridden a Sportster in a while, I’m eager to take this one for a spin. My back issue has significantly improved, and this bike seems to be much more accommodating for it.

One of the major enhancements that Harley is promoting may sound unbelievable. The company has successfully increased the travel of the three-way adjustable rear shock by an astonishing 60 percent.

With a Simple Adjustment, Harley Has Resolved the Major Issue with Its Most User-Friendly Motorcycle
The enhanced rear suspension is expected to provide a much smoother ride.
Harley-Davidson

In numerical terms, the travel has risen from two inches to 3.2 inches, without a notable difference in seat height. The seat height measures at 28.9 inches (when laden), which is quite remarkable for a sport bike.

This specific category usually has the second highest seat heights, trailing only behind off-road bikes. The latter requires taller seats for better ground clearance to handle uneven surfaces, while the sport bikes aim to maximize lean angles in turns.

This feature becomes increasingly crucial on the track. For casual riders, however, it’s not as significant.