- Harley-Davidson is making significant changes to its global strategy, but it’s remaining committed to its core business.
- The company has been attacked by Donald Trump after shifting production to avoid European tariffs.
- Harley is moving toward a multi-market strategy that will involve partnerships and new motorcycle designs.
Recently, Harley-Davidson announced a new global strategy.
The company affirmed its commitment to the large and profitable motorcycles that have made it a worldwide icon. But it also revealed that it will expand its business in Asia and roll out a new platform for smaller motorcycles.
Contrary to the performance of its stock, Harley’s business is actually pretty good. It’s cruiser bikes and other big cycles aren’t cheap, which means that they can be quite profitable and enjoy a loyal customer base.
But the motorcycle market in the US has been declining for years. Young people aren’t riding, and new bikers aren’t showing up as they did in the past.
Harley has been dealing with this downturn, but also casting an eye toward growth markets. India looks particularly attractive.