Daily Slideshow: The Case for a Potential Harley-Davidson Comeback
Harley-Davidson's success has been waning in recent years. However, their problems aren't without the potential for solutions, and we're excited to see how the company will adapt as a result. America loves a good comeback story.
1. Harley-Davidson has been having a rough time.
If you're a Harley-Davidson owner, you may have heard something about the troubles the company's been going through in recent years. Motorcycle sales have been generally on the decline in the new millennium, and Harley's arguably been hurt more than other manufacturers.
Harley-Davidson once represented everything that was cool and edgy about motorcycle ownership. As sales indicate, however, that was a different generation; there's no doubt the Harley bike is still seen as cool, but the niche demographic spread has made out the company as a brand for an older generation. Paired with the company's historic dependence on domestic sales, it seems as though Harley-Davidson's past glories have come back to backfire on them.
There may be stiff reasons as to why Harley has been waning. However, as they've proven in the past, there's always potential to rise back up.
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2. There are waning sales in the domestic market.
Sales for Harley bikes have been steadily dropping in the United States. Although there are actually increasing sales in Canada, the company needs American customers on its side for it to prosper. Harley-Davidson doubled down on their all-American identity during their heyday, and they've kept things within domestic markets far more than the Japanese and Italian brands they're going up against. There are any number of reasons why motorcycles have lost some sway in the US market, but the fact remains the Harley-Davidson brand is uncommonly affected by any domestic trend.
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3. A relic of the past?
Part of the issue Harley-Davidson currently faces is the fact that their bikes are durable, even famously so. This legendary reputation has definitely helped them with sales in the past, but the hardy nature of their bikes may have worked against them in the long run. Namely, niche Harley-Davidson owners tend to nurture their hogs for decades, usually precluding the purchase of new models.
How might HD go about solving this issue? Reinventing their brand may open them up to a second look at the contemporary market, but they've got their legendary pedigree to uphold at the same time.
>>Join the conversation about Harley-Davidson Making a Comeback right here in HDForums.com.
4. Harley-Davidson could broaden their global spread
Because Harley-Davidson has historically thrown its proverbial eggs all in the US market, there's a question of whether they could successfully rebrand themselves for broader markets in Europe and Asia, both of which are warmer towards motorcycles. However, doing so would probably mean taking their bikes to the drawing board. Sadly, there's not near as much of a demand for big bikes as there used to be.
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5. Harley-Davidson need to make the Harley bike attractive to young people.
There's definitely a coolness to Harley bikes; that never went away and it never will. However, between economic pressures for pragmatism and a cultural shift, the Harley bike can seem antiquated among some of the younger would-be customers. The demographics show Harleys haven't caught on and the analytics firm YouGov cite the brand's market niche as "older, male and politically conservative."
Harley-Davidson's CEO Matthew Levatich remains confident that the tide will turn. In his words: "The continued weakness in the U.S. motorcycle industry only heightens our resolve and the intensity we are bringing to the quest to build the next generation of Harley-Davidson riders."
>>Join the conversation about Harley-Davidson Making a Comeback right here in HDForums.com.
6. To improve existing models... or switch to something new?
Between price and gas efficiency, millennial consumers aren't as taken to the hardiness of a typical Harley bike. Much to their credit, Harley-Davidson has been accounting for this by selling cheaper, smaller-sized bikes. As of 2017, there are nine Harley bikes available for less than $12,000 USD.
The 2018 Harley lineup shows a focus on these smaller bikes, including a significantly improved Softail bike. Between redesigns and the upcoming hybrid and potential EV Harley bikes, it's possible that we're on the verge of seeing this company transform over the coming years. So long as they manage to hold true to that inimitable Harley-Davidson charm we've always known them for, we'll be happy.
Things might look grim for the company at the moment, but it bears considering that this wouldn't be the first time Harley-Davidson made a big comeback. You might remember their business being hit hard in the 1970s and 80s when Japanese competition entered with smaller, cheaper bikes. H-D countered by successfully rebranded themselves to offer a uniquely American aura the others lacked. We're confident that they will come around and, as CEO Levatich declared, "build the next generation of Harley-Davidson riders."
>>Join the conversation about Harley-Davidson Making a Comeback right here in HDForums.com.
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