Harley-Davidson has had its ups and downs as of late. Sales have plummeted, its demographics have largely aged out, its used market represents its entry-level offering (which ain't great), tariffs have wreaked havoc on its bottom line, there was a very public boardroom brawl, its CEO resigned and replaced, and it lost the top spot as America's motorcycle company to Kawasaki of all makes. The Motor Co.'s future is murky at best.
But there's light within the darkness, at least that's what I'm choosing to believe.
In recent months, incoming CEO Artie Starrs has sent out olive branches to disenfranchised dealerships around the country, a point of consternation among both customers and dealership employees alike. The announcement of a new entry-level motorcycle is bullying folks' hopes of better overall sales come its release, as that market is beyond hot. The brand's board has seen a shakeup, with one new advisory exec is coming from Yeti, which makes a ton of sense in terms of helping shape the company's strategy and direction.
