'The Boardroom Eruption Over The Future Of Harley-Davidson' - Wall Street Journal Article

[JoeBiff]

Paywall?

Interesting. It was freely available last night.

 

[Big Si]

I think HD is seriously fucked; the decision to make them a "premium" brand with stupidly high prices, piss poor dealership attitudes, no entry bike and no new models (a change of paintwork does not constitute a new release) has crippled them. Their sales revenue has been tanking over the last few years, the share price has fell off a cliff and their traditional customer base are either dying off or no longer changing their bikes.

HD made a massive mistake in dropping the Bronx which could have been an entry level bike to get riders into the brand; they had a great water cooled engine from the V-Rod which should have been perfect for new models but instead of exploiting it they dropped it because the old twats riding their bikes wanted ancient air cooled, push rod engines. Brands like Triumph and Royal Enfield are gobbling up the new generation of riders in the USA with affordable good looking lightweight bikes and they will stick with the brands. HD lost a fortune on the Livewire, millions in development and only 900 sold in five years and they came into the Adventure bike market too late, although the Pan Am is a reasonable effort but again it has suffered with lack of ongoing investment and development. With no new bikes in development, nothing to entice new riders to the brand, prices beyond the scope of most riders and a model range perceived by most people as too heavy, under powered, poorly braked and handling and old fashioned I can't see how they are going to turn the ship around especially if the world reacts with tit for tat import tariffs .

We get it. You don’t like Harleys…….just don’t go on and on and on and on about it. Loads of us here love them.

OR, is it a case of “Methinks he doth protest too much” ?!

C’mon Snooty, break out the leather chaps and the get back whip

 

[Big Si]

This (Canadian I think) Youtuber, middleweight adventure biker and Harley fan offers a constructive opinion........

 

[Lord Snooty]

We get it. You don’t like Harleys…….just don’t go on and on and on and on about it. Loads of us here love them.

OR, is it a case of “Methinks he doth protest too much” ?!

C’mon Snooty, break out the leather chaps and the get back whip

All I've done Si is do an objective summary of exactly where HD are at this moment, the facts are undeniable, they are in freefall at the moment. Glad you love yours but my leather chaps won't be putting in an appearance just yet! I'm sure you look good in them thought mate

 

[SBD]

It’s an issue for HD if their bikes are seen as part of a lifestyle choice that’s no longer popular, they need to either find a way to make the trad image popular again, or find a new image.

Promote a new version of Easy Rider?

 

[Big Si]

All I've done Si is do an objective summary of exactly where HD are at this moment, the facts are undeniable, they are in freefall at the moment. Glad you love yours but my leather chaps won't be putting in an appearance just yet! I'm sure you look good in them thought mate

You do seem to take a rather perverse interest in doing them down at every opportunity.

 

[Engineer]

A shrinking customer base as the population ages - simples.

 

[Big Si]

A shrinking customer base as the population ages - simples.

Therein lies the debate though. Most businesses would naturally alter what they are selling to appeal to as many interested people as possible.
H~D seem to have a mindset induced by a vocal sector of their market that stops them developing their product range beyond those lines. Their home market almost dictates what they should make and sell, both in taste and age. (I am guilty as charged here even though I am in the UK)
They ditched the popular and cheaper Sportster range, blaming emissions which is patently untrue, they could have made it compliable.
They have tried EV’s but theirs are too big and expensive for the market or so it would seem. personally, I wouldn’t touch a Livewire, but I am in my 60’s and again in the UK , I am not the future of H-D, and neither are 1000’s of Yanks my age.
The similarities between H-D and the British bike industry prior to the ‘60’s and ‘70’s are stark…..I would not like the choices that the ongoing CEO of H-D has to make, if indeed he/she has any choices.

 

[twizzle]

I did a 150 odd mile round trip today to meet a fantastic fellow for breakfast….

It was warm, sunny and plenty of bikes on the roads I was on…. So without counting I started to mentally store the bikes that I saw going the other way……..

Loads of Harleys, all shapes and types
Equal amount of GS’ all flavours
Plenty of KTM’ who can miss that headlight
Funny enough noticed loads of Africa twins as well…
A few sports bikes
The odd FJ/ZZR/ UJM

A fair few naked, nearly all Triumph/MT 10/9/7………..

A great day indeed

 

[Pukmeister]

I’m up at Peterborough visiting the daughter/grandson, the roads here were busy with bikes of all types today. Kinda wish I was on the bike, the weather is glorious.

 

[rovert57]

Think Harley are still trying to sell the outlaw biker image to the public when most of the people who buy them are middle/upper class who want to dress like outlaws and look badass but only at the weekends .

 

[Santa-2512]

It all went wrong when they tried to sell a lifestyle, and not a bike

 

[ATT]

Think Harley are still trying to sell the outlaw biker image to the public when most of the people who buy them are middle/upper class who want to dress like outlaws and look badass but only at the weekends .

That is why I will not buy one, you only have to look at the owners on here, it is akin to buying a GS and if you have both....Then you know.

I will be keeping my Puch Maxi.

 

[Doc]

Can't say as I've ever changed my image since I started.
Never owned a different outfit for a different bike i might own.

 

[TIJ650]

That is why I will not buy one, you only have to look at the owners on here, it is akin to buying a GS and if you have both....Then you know.

I will be keeping my Puch Maxi.

I actually think a stribbed bobber with matt paint, wrapped exhaust and ape bars would fit your personality perfectly!

 

[GrinningGSer]

How would they change this to make it better, look better. ? I think it looks fantastic obviously.
View attachment 402417

I agree with you Doc, it looks drop dead bloody gorgeous and it’ll make a lovely noise too !

 

[twizzle]

Think Harley are still trying to sell the outlaw biker image to the public when most of the people who buy them are middle/upper class who want to dress like outlaws and look badass but only at the weekends .

C

Think BMW are still trying to sell the Adventure biker image to the public when most of the people who buy them are middle/upper class who want to dress like they are crossing a desert and look travel worn but only at the weekends .

Fixed it for you…

 

[GSite]

How is a customer base who want loud engines and lots of chrome going to convert to wanting an EV?

Harley Livewire ?

 

[Doris]

Harley Livewire ?

…and how’re the sales of that going?

 

[twizzle]

…and how’re the sales of that going?

About three I reckon….