Harley-Davidson Is Hoping To Save Itself With New Designs

Harley-Davidson Is Hoping To Save Itself With New Designs

Harley-Davidson Is Hoping To Save Itself With New Designs

Harley-Davidson is facing shrinking sales in its home market of the United States, and is hoping to broaden its appeal to new customers in a bid to invigorate sales.

Harley, known for its car-alarm triggering engine rumble, will roll out an electric motorcycle called LiveWire next year, with no clutch and no gears. Harley-Davidson is also changing its retail strategy and expanding its push internationally following declining US sales.

Meanwhile, the company will continue its development in the Touring and Cruiser segment to bring "improved and more technologically-advanced" products into the market.

"If nothing else, Harley-Davidson is acknowledging the ongoing shift in global consumer tastes and sluggish USA participation rates, and is willing to make course corrections - and investments - to pursue areas of growth", Raymond James analyst Joseph Altobello said.

For years, American motorcycle maker Harley Davidson's sales have been dipping as the brand is yet to make a connect with newer motorcycle buyers - the millennials. The company promises that its first electric motorcycle, the LiveWire, will go on sale in 2019.

The announcement comes as part of a new business model for the Milwaukee-based company, which is looking to engage with a wider range of customers as demand dwindles for its iconic petrol-hungry bikes.

Harley Davidson FUTURE STREETFIGHTER MODEL – Official Image

"We expect this plan will result in an engaged, expanded Harley-Davidson community with a more diverse rider base, along with industry-leading margins and cash flow", Harley-Davidson CEO Matt Levatich said in a statement.

At the same time, riders are getting older.

The planned alliance in Asia will "leverage on world-class partner's manufacturing scale and retail footprint", the company said without disclosing further details. There's also an e-bike and scooter concept, both of which reference Harley-Davidson's sensible commuter options (many of them rebadged Euro machines) which were common enough until the Japanese took over the market in force in the late '60s and early '70s, with cheaper, more reliable options. "It's risky to think that motorcyclists aren't open-minded about other products and other brands", Levatich said.

Do you think this will be able to turn things around for them?

Trump responded with a tweet critical of Harley-Davidson. The idea is to compete in large and fast-growing segments of global markets, with a full portfolio of motorcycles across a broad spectrum of price points and displacements.

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