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.
4
Credit: Getty
4
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.
“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.
4
Credit: Getty
4
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.