Can Harley Davidson survive as a brand?
Harley Davidson has been considered one of the world’s best motorcycle manufacturers for over a hundred years. Sales have been declining every year for at least the last five years (and much of this was pre-pandemic). There are several reasons for this including having multiple tariffs slapped on the motorcycles and an ageing customer base (among many others). CEO Jochen Zeitz, who took over in 2020, said “significant changes are necessary, and we must move in new directions.” Innovations such as the LiveWire electric bike will appeal to new customers and the reduced costs of a plant in Thailand will help Harley Davidson survive. A younger and more diverse audience will help drive renewed interest in the brand with influences such as Lex Griffin being engaged in the UK.
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manufacture, motorbikes, online, sales
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