Harley-Davidson Shifts Gears: But Is It Too Late To Catch Up
A Decade of Decline
Harley-Davidson has been in a noticeable slide for quite some time. Based on their stock chart, one could argue the downturn has stretched across the last decade.
Slowing sales, dealer frustration over strategy, and constant brand image struggles have created tension. Falling stock prices are usually the result of such friction, and Harley is no exception.
On July 30, 2025, Harley released their Q2 earnings report—showing continued decline. Revenue and deliveries dropped significantly, while tariffs drove up costs. Ultimately, the company was forced to withhold its expectations for the remainder of the fiscal year.
Why Sales Are Struggling
Consumers are facing financial pressure, making it harder to justify spending on what is, for most, a leisure vehicle. Adding to the challenge, Harley’s lineup typically starts in the mid-teens ($15,000+) and can exceed $35,000 quickly. By comparison, many competitors offer motorcycles priced closer to $10,000—or even under.
I’ll admit, that price gap is one reason I haven’t pulled the trigger on one myself.
Now, in Harley’s defense, tariffs reportedly cost them $13 million, and global motorcycle deliveries were down 28%. As the saying goes, “rising tides raise all ships” — so the opposite has to have some truth.
A New Leader at the Helm
Despite these challenges, a new era is beginning for Harley-Davidson. On July 30, the company officially announced its next CEO: Artie Starrs.
Starrs brings years of experience leading global consumer brands, including Pizza Hut and Topgolf. Under his leadership:
Pizza Hut expanded to more than 18,000 locations in 110 countries.
Topgolf grew revenue from $1.1 billion to $1.8 billion, expanding into five countries across Europe and Asia.
But how does that translate to running Harley-Davidson? We’ll have to stay tuned.
Does He Ride?
“But does he ride?” was the first question many asked after hearing Starrs’ background. The answer: yes.
Earlier this year, Starrs took the Basic Rider Course (BRC) at Maverick Harley-Davidson and later purchased his first motorcycle. You can check out the post they made on their Instagram page.
For some enthusiasts, this raises concern—suggesting a lack of deep understanding for the brand and its culture. But it could also be a strength. Without entrenched biases, Starrs will bring fresh perspective, and potentially bold new initiatives.
The Challenge of Tradition
Harley’s biggest hurdle may not be financial, but cultural. The brand has long been rooted in tradition and exclusivity, with strong stereotypes about what a Harley rider looks like, sounds like, and even believes.
Breaking down what keeps potential customers from buying Harley-Davidson, without alienating its loyal base, could prove to be Starrs’ toughest task.
Balancing Tradition and Innovation
The challenge, of course, is Harley’s passionate customer base. Many riders love the brand exactly as it is. Changing too much risks creating tension between loyalists and newcomers.
One solution may be focusing on the core thrill of riding. If a new model isn’t loud and throaty, make it a sleeper—like the Nightster. If it’s beginner-friendly, give it aggressive styling paired with modern safety and comfort features. I’m anxiously waiting for the new, entry-level “Sprint” to be unveiled this Fall.
What Harley must avoid is another misstep like the Street 500, a model that failed to resonate with either beginners or longtime fans.
The “Sprint”: A New Entry-Level Bike
One such initiative is Harley’s plan to release a new entry-level motorcycle, the Sprint, set to hit U.S. and international markets in 2026.
The question is whether this move represents a smart evolution—or a gamble with an already uncertain future.
On paper, the strategy makes sense. A lower-cost motorcycle makes the brand more accessible, allowing new riders to experience Harley-Davidson’s culture without the heavy financial commitment. It could open the door for younger and more diverse riders to join the community.
The Road Ahead: Outlook for 2025–2030
Looking forward, Harley-Davidson is at a crossroads. Here are a few scenarios I could see happening over the next 3–5 years:
If the Sprint Succeeds: Harley could revitalize its image among younger riders and expand into new international markets, similar to how Japanese brands carved dominance with affordable, reliable bikes decades ago.
If the Sprint Fails: Harley risks alienating loyalists while failing to capture new riders—deepening its decline.
The CEO Factor: Artie Starrs’ track record shows he can scale brands globally. If he adapts Harley’s culture while modernizing its lineup, the company could stabilize and even grow.
Electric Transition: The EV motorcycle space is heating up. If Harley repositions its LiveWire division strategically, it could secure early-mover advantages.
Financial Reality: Harley will need to balance affordability with premium branding. Success hinges on proving to both Wall Street and Main Street that Harley can evolve without losing its soul.
In short, Harley-Davidson has two paths: cling to tradition and risk fading into irrelevance, or embrace change and redefine what it means to ride a Harley in the modern era.