Harley-Davidson, the Motorcycle That Defined America, Fights for Survival
Summary
Harley-Davidson, a famous American motorcycle company, is facing big challenges as its sales and profits keep falling. The company’s main customers are getting older, and younger people are not as interested in buying its expensive motorcycles.Key Facts
- Harley-Davidson started in 1903 and became a well-known symbol of American freedom.
- The company reported $4.47 billion in revenue for 2025, which is 14% less than in 2024.
- Its main motorcycle division lost $29 million, after making $278 million the previous year.
- Global sales and shipments both dropped by more than 10 percent recently.
- The company’s stock value peaked at $19 billion in 2006 but is now about $2.7 billion.
- The average Harley-Davidson buyer’s age rose to 52 in 2024, up from the mid-40s in the early 2000s.
- Younger generations are less interested in Harley's bikes, partly because they don't match the brand's traditional image.
- Experts say Harley-Davidson needs to attract younger buyers to survive and grow in the future.
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