Harley-Davidson still exists in the cultural bloodstream, but let’s be honest about where the brand sits today. It’s still respected, still iconic, still instantly recognizable. But among younger riders globally, relevance has softened. The gravitational pull has shifted toward smaller, lighter, more affordable bikes that are attainable rather than aspirational.
Sure, Harley die-hards are an extremely passionate bunch. And that passion can sometimes paint a far too optimistic picture of the Motor Company. Nonetheless, the fact remains that a lot of today's riders value access over excess, and Harley has never been about being sensible.
And that shift shows up in the numbers. Harley-Davidson has spent the last few years navigating uneven sales, margin pressure, and a shrinking core customer base. Its premium-heavy lineup still commands loyalty, but volume is harder to come by. The brand isn't necessarily dying, but it has been treading water, searching for a new current strong enough to carry it forward.
That’s why the India news matters so much. Zero import tariffs on Harley motorcycles between 800cc and 1,600cc didn’t happen by accident. It’s the product of a broader US–India trade reset, with Harley becoming a highly visible bargaining chip. Symbolically, it’s huge. Practically, it opens the door to rebuilding credibility in one of the few motorcycle markets that still offers scale.
On its own, tariff-free big bikes won’t save Harley. India has shown before that expensive CBUs don’t magically unlock volume. But this is where Hero MotoCorp changes the equation. The partnership gives Harley something it’s long lacked outside the US: a realistic volume engine. Hero brings local manufacturing, pricing discipline, and an instinctive understanding of emerging-market buyers.
The smart play is a two-layer strategy. Hero-built small and mid-capacity bikes build brand presence and daily relevance. Tariff-free big Harleys reclaim the halo. That’s not theory. It’s how brands stay culturally alive while still selling dream machines. If Harley executes this well, India stops being a failed experiment and starts looking like a long game that finally makes sense.
We’ve talked before about BRP, and how its outgoing CEO sees future growth as coming from outside the US. That mindset shift matters. Global growth today is about meeting riders where they are, not where brands wish they still were. The question now is whether Harley is ready to fully embrace that same outlook.
From my own background half way across the globe here in the Philippines, the contrast is clear. Harley is admired here, especially among enthusiasts. But big bikes make up well under one percent of the total motorcycle market. That’s reality, not opinion. If Harley brought something like the X440 here, it wouldn’t dilute the brand. It would grow it, just like the Speed 400 and Scrambler 400 X have become the biggest revenue drivers for Triumph locally.
So is this enough to bring Harley back? On its own, no. As part of a broader mindset shift toward volume, accessibility, and global-first thinking, it absolutely could be. Tariffs coming down is the opportunity. What Harley chooses to do with it will decide whether this is a footnote or a turning point.
Sources: Nikkei Asia, Reuters
