A performance report for 2025 shows that Harley-Davidson has suffered sustained sales declines in recent years.
According to the site Ride Apart the decline has reached 26 percent. Although sales increased slightly in the United States, tariffs that were imposed by Donald Trump severely hampered the company’s global export of vehicles.
Against this background, it is clear that Motor Co need a new strategy. Fortunately, the company’s new CEO, Artie Starrsbe optimistic about the future of the brand.
“I am convinced that there is a clear path to get Harley-Davidson back on course, and I now have a clearer picture of what is required to redefine the business and achieve a more stable operational future by 2026,” Starrs said on a call with investors.
+ Trolley de Prévaux launched as the first PH-class ship in the French Navy
+ Woman mistakes wasabi for avocado and ends up in hospital with heart attack symptoms
+ Kalashnikov Introduces MP-512S-11, Air Rifle with Dragunov SVD Appearance
The Starrs already seem to be working to improve the strained relations that Harley had with its dealers in recent years, by introducing campaigns to reduce older inventory and lower production of motorcycles.
“Retailer health today is uneven, and some are facing challenges. Dealer health is not optional. It is a critical foundation for our long-term growth and profitability,” Starrs emphasized.
However, the reduction in production is new information. Starrs stated that he expects production to “decline below wholesale levels, creating operational deleveraging.”
This means that Harley likely to limit production of new motorcycles to adjust inventory levels to customer demand.
Fortunately for Harley-Davidson is the model program relatively new in terms of model years and technology. This means that the company can rely on the novelty value of its motorcycles for a while while the business is put in order. But this cannot go on forever.
In addition, need Harley desperately diversifying their brand while adapting marketing to an aging target group. The company is said to still be working on an entry-level model that will hopefully attract new drivers.
Whether Starr’s strategy will actually work remains to be seen. The company is expected to unveil its new strategic plan in May, but for now the market is still watching Harley with skepticism.
Photo: Harley-Davidson. This content was created using AI and reviewed by the editorial staff.
