Sales of Harley Davidson motorcycles have been decreasing steadily for a number of years. There are several reasons for this, from a steadily ageing core consumer base to increased tariffs from across the world. CEO Jochen Zeitz has overseen a new five-year strategy, dubbed ‘The Hardwire’. To implement this, there was a critical overhaul called ‘The Rewire.’ In an attempt to address decreasing sales, as well as dealing with the pandemic, manufacturing dropped by 30%. Showrooms offer fewer models in an attempt to use the exclusivity model. Finally, Harley Davidson has promised to focus on maintaining its core customer base as much as expanding to new customers. Motorclothes, T-Shirts
, Jackets and add on products have seen a facelift with new styles to fit younger market added to the range.