The future of Harley Davidson. Explain.

[HardDrive]

I don't understand HD's current business model.

The number of used HD bikes on the market is through the roof and growing as baby boomers retire from biking. There is very little that differentiates a new HD from a 10 year old model. They killed off Buell, thus killing off the only toehold they had in the sports bike market. Their entire ethos still centers squarely on an absurdly dated machismo vision of America that has little appeal to millenials. And their one entry level bike, The Street is an abortion on wheels. I think they've done a good job of keeping the Sporty line fresh, but again, you can find oceans of used ones for 40% less than a new bike.

Lets see, for around $8000 I can get a hip Italian Ducati scrambler.....


Or I can get....well, whatever this is supposed to be....

[Charles Freeborn]

" Their entire ethos still centers squarely on an absurdly dated machismo vision of America that has little appeal to millenials." Bingo.
Let's see if they can right the ship (again) before they circle the drain (again). Just look at an annual gathering of HD people and you'll see a bunch of grey haired die hard hog people in dwindling numbers. That's their niche and heritage.
I bought HD stock back in '98 or so when they were "reborn" i.e. employee purchased from AMF. Fully half their revenue was from trademarked merch (leathers, boots, etc). I'm guessing that will go away along with the old guard too.
The other bike companies have much deeper roots in the sport bike world. BTW, that Ducati is dead sexy.
-C

[KNS]

You'd think their market would be growing older and withering away (like Buick customers), but one of my coworkers just bought a Harley and he's 40. I'm not sure what millennials think of them..?

[1990C4S]

It could be worse. You could own one of their huge stores trying to sell over-priced bikes, clothing and accessories.

I see them as a vanishing supplier, with a market limited to people who want a brand new bike, everyone else will buy a used Harley, or a better bike made by a competitor.

[Don Ro]

Originally Posted by HardDrive

Or I can get....well, whatever this is supposed to be....

I'd ride it but only if it was the last bike on the planet. Yuk!!!
.
Someone's buying them...huge new HD dealership here in Scottsdale:
.
GoDaddy founder plans largest Harley dealership
.

[BeyGon]

It looks like they did a retro 77/78 XLCR, I had one and liked it. It looked good and sounded good, didn't go fast and didn't handle so I didn't have to race it.

[Scott Douglas]

The HD dealership in Westminster moved a couple of years ago. It's over by the main post office now in an industrial park. I went in just to see what it was like. Totally bowled me over with all the glitz and glamore. The place is huge inside with neon signs and LOTS of shiny new motorcycles all lined up. Their old store was in a former restaurant building so this was/is definitely a step up. Their shop is in the building across the parking lot and is huge too.

[Gogar]

My buddy owns one of the largest dealerships in the country, and he's not too worried.

I agree that is one ugly bike.

[Mark Henry]

I have a friend who has that bike, or maybe that's a lower model because his looks a lot fatter. In person it not that bad looking.

I've also never been impressed by HD bikes.
Although I do love smoking them at the lights in my '67 bug.

[onewhippedpuppy]

Sure seems like their demographic is slowly aging their way out of motorcycles, but I could be wrong. I'm 35 and the only Harley riders I know are significantly older. Most of the younger guys I know that ride are into Ducati, BMW, or the Japanese stuff.

[HardDrive]

Originally Posted by Gogar

My buddy owns one of the largest dealerships in the country, and he's not too worried.

I agree that is one ugly bike.

I don't think Harley is in trouble (yet), but I just don't see who is going to be buying their new bikes 5-10 years down the road. I will probably get a Road King at some point just to check HD off my bucket list, but like hell I'm paying $19k for a new one when I can get a clean low miles used one for $10k.

[JavaBrewer]

I've never been a fan of HD - mainly for the poser stereotype that is so strongly represented here in SoCal. That said I know a Korean doctor in Orange County CA that actually rides his HD to Sturgis - respect. I had some time to kill a couple years ago and visited local HD dealer and echo all that Scott wrote above. I sat on the Fat Bob and have to say the quality and materials appear top notch. Have not ridden a HD but doubt I would like all the bulk.

I am looking at bikes again and have to say that the R9T looks mighty tempting. Used copies are hard to come by and they are pricey.

[gsxrken]

I agree with the why buy new sentiment. I bought my first HD two years ago after lifetime of sport bikes (see my user name). Bought a 2 year old CVO for $10k less than the original purchaser and get this, only 1,200 miles on it. So much for resale value. It's a dinosaur but it's good at what it does.

[HardDrive]

Originally Posted by onewhippedpuppy

Most of the younger guys I know that ride are into Ducati, BMW, or the Japanese stuff.

The only person I know who had a Harley is in mid 60s, and he got so fed up with all the ridiculous HOG wanna be BS that he got rid of it about 5 years ago and got a BMW. Lifetime HD owner, now on a Beemer.

[epbrown]

Sorry but Harley-Davidson is the Keith Richards of motorcycle companies - everything about their behavior says they should be dead but they just keep going. And yeah, you'd think the audience for each had passed on, but people keep turning up for the shows.

[HardDrive]

I guess there will always be a fresh crop of orthodontists, accountants and doctors with money in their hands and a silly vision that an HD is somehow rebellious.

[pavulon]

Never under-estimate the borrowing power of banks and middle-aged white guys with blinders.

[oldE]

I'm seeing more stuff like this on old HDs and 'Wings.



That should keep their market until they move them into HD mobility scooters.

Best
Les

[Noah930]

Originally Posted by JavaBrewer

I am looking at bikes again and have to say that the R9T looks mighty tempting. Used copies are hard to come by and they are pricey.

I like the looks of the R9T, but not the price. For $15K (in a new bike of that genre), I'd either go for the Scrambler (Duc) or Thruxton R, or expect a more fitting BMW level of technology (ABS, traction control, etc) from the R9T.

Heck, I'm cheap, so I'd probably just get a used Monster instead.

[KNS]

Originally Posted by HardDrive

I guess there will always be a fresh crop of orthodontists, accountants and doctors with money in their hands and a silly vision that an HD is somehow rebellious.

Good one.

What about the Mongols and Hells Angles - do they allow orthodontists to join?