Not saying I agree with this, however the guy makes some interesting points.
Perhaps this view is looking at it as an investor in the company, not so much as an individual looking at buying a motorcycle. Either way, it affects both and presents some interesting discussion. Feel free to opine below.

 

I think the video hit on some of the things that will impact all motorcycle manufacturers regarding sales in economic downturns, bikes as recreational vehicles, and the changing product preference. They also failed to mention a factor that is also a concern in the Social Security realm.

With the Baby Boomers having many in retirement and more retiring as we go, the number of people in the workforce that are paying into SS is reducing as demand increases. This also means a shrinking number of potential buyers for the whole market. Add in the changes in tastes and preference and you have less customers for essentially a specialized market.

Younger people in general and the non-white male population more specifically lean more toward sport bikes or metrics if they are looking at cruisers. The majority, even if they do think Harleys are cool, want and ride something else.

One thing I've long felt that help Harley back in a way, while also keeping them a separate identity in the motorcycle industry, is their long time customer base. The very guys who are all Harley are also the thing that keeps Harley stuck to sneaking in limited and not so obvious modernizations.

Look at how a lot of members just here, and anywhere Harley guys gather, make comments like "The shovel (or the EVO) is the last Harley that runs and sounds like a Harley!" The aging and either now or soon no longer riding client base have and will rant if Harley moves anywhere away from the same essential pushrod V-Twin they've run for many decades. See how much backlash (no pun intended) there is with every engine change. The very thing that has made Harley Davidson and the same clientele who have fed HD, are also the things that have held them back in some ways.

On the flip side if Harley goes diverse it starts to dilute and get lost in a market where the metrics rule and generally are much more competitive. It's a kind of Catch 22. Diversify to grab a larger market, but if you diversify you lose some of your market and run the risk of being just another motorcycle company.

One thing that Honda, Yamaha, and the other metrics, Japanese and European, have going for them is that their motorcycle line is just that. A subdivision of a much larger, global, and already diversified company. If things dip in motorcycles, Honda, Yamaha, etc., still have mowers, boat engines, waverunners, and industrial products. Also, the metrics of all kinds already produce different classes of bikes and can introduce, drop, and modify product lines with little resistance on the large scale.

Okay, so that's my thoughts. Just remember, it only costs you the time to read it. Sorry, no refunds.