Harley-Davidson: The American dream - with current

Who brings a Harley-Davidson with heavy machinery and, according to boller the V2-cylinders, in combination, will have to rethink. An E-Harley for commuters is only the beginning of probably the biggest and dangerous strategy pans – in the history of the company.

By Angela Göpfert, boerse.ARD.de

tube machines, deep-seated, a wide Highway along the thunder of motorcycles, the Harley-Davidson brand to a different vehicle for the American dream of freedom and adventure like no. More still: they are a Symbol of America. The only Problem: fewer and fewer Americans buy a Harley.

motorcycle legend makes their ageing Fan-to create a base hard, for years, the sales decline. Beginning in 2019, Harley-Davidson announced that in the current year to between of 217,000 and of 222,000 motorcycles to deliver. This is the lowest number for eight years.

The Harley-Davidson-share - a tragedy

The stock price reflects the fundamental problems of the company is impressive: Within five years of the Harley-Davidson has halved course at the New York stock exchange.

in fact, not difficult to do, however, only Harley-Davidson with the demographic development. The total market for heavy motorcycles is concerned, emphasizes Wells-Fargo-expert Timothy Condor – "completely independent of the brand".

In the case of the younger riders are in demand of smaller, lighter motorcycles. Also the price plays a role: Not every young rider has the wherewithal for an expensive, heavy Harley.

To its customer base, has decreed the legendary motorcycle manufacturer, therefore, in 2018, a growth plan. In the future, more ways will lead to Harley-Davidson ("More Roads to the Harley-Davidson").

FXDR 114 wants to Harley-Davidson of new Customer segments develop

it is Planned to expand the product range significantly in the coming years. The offer should, in the future, go over to Chopper and touring machines, classic American style. With Adventure Bikes and Streetfighter models, new market segments are opened up.

But that's enough: Harley-Davidson has set itself the goal to take the lead in the electrification of two-Wheeler market, "the leadership role". On the technology fair CES in Las Vegas Harley introduced recently its first E-motorcycle.