Harley CEO Reveals Two-Step Plan for Brand’s World Domination
Bigger global expansion, 100 new models, and electric bikes are in the works to boost business for America’s most iconic motorcycle company.
Anyone who’s even loosely followed the many moves Harley-Davidson has made in recent years already knows that change is on the horizon. The long-time American institution might seem like the kind of company that would cling hopelessly to its time-tested formula. But as any good businessman knows, that could prove to be a potentially fatal mistake. Instead, Harley is all about the future. Just as it should be.
We’ve been analyzing H-D’s many bold moves as they happen. But it’s nice to get a little confirmation from CEO Matt Levatich himself. And that’s exactly what took place in this recent one-on-one interview with Fox Business. Levatich talks Wall Street, of course, but he also offers some interesting insight into Harley’s simple plan for future growth.
For starters, Levatich says that Harley must first “work on building the next generation of riders over the next ten years.” Or specifically, to create two million new riders in the U.S. over that time span. Levatich admits that only 2.8% of the population currently rides motorcycles. And that number is unlikely to expand significantly. But Harley has already had some success creating incremental gains by focusing on minority groups, women, and young adults. And that recent focus on non-traditional rider groups has so far paid off handsomely.
Harley has already had some success creating incremental gains by focusing on
non-traditional rider groups, which has so far paid off handsomely.
Secondly, H-D understands that it must grow its international business as well. Levatich states that Harley’s goal is for international sales to “make up 50% of its business by 2027.” They intend to accomplish this by building 100 new models in that time frame. All of which are designed to, as he says, “move people emotionally.” That massive model expansion includes non-traditional bikes like the very first electric Harley-Davidson motorcycle.
In recent years, many iconic American companies have suffered from their refusal to accept change. So it’s rather refreshing to see Harley-Davidson openly accepting (and acting on) a changing consumer base. Because after all, resisting change is simply human nature. But for a business, doing so is a sure path to extinction.
