We’ve talked about this time and time again.
Today’s motorcycle industry is plagued by bikes that are too big and too expensive for many people to buy. In the past, particularly in the time of the pandemic-fueled spending spree, big and expensive bikes were seen as aspirational lifestyle symbols. But these days, it’s clear that consumer preference is shifting.
The numbers don’t lie, and it’s obvious that affordability and approachability are very important factors in today’s market. And that’s why Harley-Davidson has been struggling lately. The iconic American brand has always been about big, heavy cruisers with massive engines outputting power figures smaller than bikes with engines half their size. Needless to say, this is no longer what the vast majority of riders want.
