Why is Harley-Davidson is losing market share and customers? Part 1

If you follow anything motorcycle related you see the headlines for the last several years. Harley-Davidson sales down, Harley-Davidson continues its slump , etc. One of the best articles is found over at Motley Fool but there are plenty out there.

https://www.fool.com/investing/2019/04/29/harley-davidson-continues-its-long-fall-from-grace.aspx
https://www.rideapart.com/articles/361448/harley-davidson-sales-decline-again/
https://www.wsj.com/articles/harley-davidson-cuts-forecast-for-motorcycle-shipments-11563880969

Why is this happening?  Look no further than the continued untenable stance of their President Matthew S. Levatich.  While this iconic american company is headed in a negative direction, it's losing out on a diverse market of riders.  It seems that while the rest of the industry is moving with its market, Matt has Harley-Davidson acting like a luxury brand.  Running toward unproven electric motorcycles that will cost 30k just confirms a lack of understanding of where Harley-Davidson should be positioned

Well, Matt, it's an iconic motorcycle company, not a luxury brand. It was, for a long time considered a lifestyle brand, but even that has changed with its $50.00 t-shirts and overpriced branded merchandise that can be found now on the internet much cheaper with just a few keystrokes. Even Arlen Ness said that “Harley-Davidson was just another bike now” and it has lost its cool factor.

Look no further to many dealers who still have two-year-old motorcycles in stock. Would you be surprised to see even  2013MY Sportsters available?  Check out the current “Freedom Promise” ad https://www.harley-davidson.com/us/en/current/freedom-promise.html  that says any model 2013 and newer is eligible, so how many dealers are sitting on unsold stock?

They refuse to understand there are comparable motorcycles out there. One example is Indian Motorcycles. Yes they are heavyweights and some don’t like their looks but I will tell you we service a lot of them and they are easier to work on and the ride is more comfortable plus the stigma of “oh that’s not a Harley?” is a thing of the past. Adding name-brand suspension like Fox for suspension and simple functions shows they know what customers are looking for in a motorcycle. Talk to a few Indian riders and they will tell you how much they love their motorcycles.

To be continued…