In 2019, the US manufacturer sold as fewer motorcycles than it had in eight years. The losses were particularly large on the domestic market in the USA, where business has been poor for three years. But also the asian market slowed down the last few years. The record year of 2006, when Harley Davidson was able to sell 370 thousand motorcycles worldwide seems a long way off (Statista, 2019). Harley Davidson sees the problem mainly in the aging of their regular customers, the baby boomers, who ride less as they get older (Harvard Extension School, Case Study Harley Davidson).
In view of the sharp drop in sales figures, the management launched the „More Roads to Harley Davidson“ programme in 2018. With this strategy, the company aims to establish a new generation of customers worldwide in a short period of time and to stabilize the existing customer base. This ambitious programme includes further development of the Touring and Cruiser line, new high-performance custom models, a model offensive in the 250cc ....
