Harley-Davidson just absolutely can't catch a break.
Sales are plummeting, owners are aging out, internet weirdos are calling them woke, dealerships are pissed with executive mandates and increasing inventories, and their bikes just aren't as good as they once were. And don't even get me started on LiveWire, the brand's electric motorcycle offshoot that it doesn't want associated with Harley, and yet still continues to make its lineup look pretty Harley-esque.
Adding insult to injury, the looming trade tariffs are likely to sink the company's fortunes even lower, just as similar tariffs did the last time President-elect Trump was in office. Only at that time, Harley's executives believed they had a way around the proposed counter-tariffs the European Union imposed on American goods, as well as reducing production costs. What did it do? It started building bikes in Thailand.
There was just one problem with that plan. The EU knew the game Harley was playing, and it subsequently sued the company for essentially trying to pull a fast one. Well, that case has finally been resolved and, wouldn't you know it, Harley lost. Chock up another L for the Motor Company.
