A 2025 earnings report showed that the Harley-Davidson has been suffering from persistent declines in sales over the past few years.
According to the website’s report Ride Apartthis drop reached the level of 26%. Although sales registered slight growth in the United States, tariffs Donald Trump greatly hindered global exports of their vehicles.
Knowing this, it is clear that the Motor Co needs a new strategy. Fortunately, it appears that the company’s new CEO, Artie Starrsseems optimistic about the future of the brand.
“I am confident that there is a clear path to putting the Harley-Davidson back on the right trajectory and I now have a clearer vision of what it will take to reset the business and get to a more stable operational future for 2026,” said Starrs on an investor call.
It appears that Starrs is already working to try to improve the tense relations that the Harley has had with its dealers in recent years, adding promotions to reduce old inventory and cutting motorcycle production.
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“Dealer health today is uneven, with some dealers facing challenges. Dealer health is not optional. It is a critical foundation for our long-term growth and earning power,” Starrs emphasized.
But part of the cut in production of Harleys It’s new information, with Starrs saying he expects production to “fall below wholesale, creating an operational disadvantage.”
What this means is that the Harley will apparently limit production of new motorcycles to bring its inventory levels in line with customer demand.
Fortunately for Harley-Davidsonthe brand’s lineup is quite new in terms of model year and engineering. This means she can survive a little on the newness of her motorcycles while getting her house in order. But this cannot last forever.
Furthermore, the Harley It desperately needs to diversify its brand while its marketing adapts to an aging demographic. THE Harley would still be working on an entry-level motorcycle that, with a little luck, will attract new riders.
Whether Starrs’ strategy will actually work, only time will tell. The company is expected to present its new strategic plan in May, but for now, the market is still observing the Harley with a look of skepticism.
Photo: Unsplash. This content was created with the help of AI and reviewed by the editorial team.
