Once the undisputed king of the road, Harley-Davidson is now facing a harsh reality: fewer buyers, shrinking market share, and mounting pressure to evolve or fade. According to Statista’s U.S. Sales Data, Harley's domestic sales dropped from over 260,000 units in 2006 to just 121,000 in 2023 — a staggering 53% plunge.

Even worse? The brand’s core audience is aging out. Gen Z and younger millennials are showing far less brand loyalty, and far more interest in lightweight, affordable bikes from brands like Honda, Yamaha, and KTM. Harley’s own attempts to appeal to these riders — such as the LiveWire electric model — have fallen flat in both price and performance perception.

And the resale market? It's flooded. With prices down and inventory up, even diehards are beginning to question whether the Harley dream still holds value.

Once a mark of pride and freedom, Harley ownership now often comes with a side of financial regret. Prices for new Harleys have ballooned, with some models exceeding $45,000 after dealer markups, accessories, and fees — and that’s before financing costs. According to Cycle World, even standard models in 2024 are now reaching $20K to $30K before add-ons.

But it's not just the sticker shock. Resale values are falling, insurance premiums are climbing, and repair costs remain high. Meanwhile, buyers face loan terms pushing 7 years with interest rates frequently over 10%, according to data from LendingTree.

It's no surprise that younger buyers — saddled with debt and skeptical of long-term ownership — are opting out. Harley-Davidson has increasingly become a luxury brand priced out of its own core audience, with fewer new buyers stepping in to replace aging loyalists.

At the center of Harley-Davidson’s identity crisis is CEO Jochen Zeitz — a fashion executive turned motorcycle boss whose tenure has drawn sharp criticism from both inside and outside the company. Though originally hailed as a turnaround artist, Zeitz has implemented cost-cutting measures, product line reductions, and strategy pivots that many see as gutting the soul of the brand.

According to Motorcycle.com, Zeitz announced his plans to step down as CEO, while controversially retaining his position as board chairman — a move that sparked concern over the brand’s strategic continuity. Meanwhile, Reuters reported that several longtime directors resigned in protest during 2023, citing internal conflict and disillusionment with Harley’s evolving direction.

According to Forbes, Harley’s executive team — now composed mostly of non-riders — has lost touch with its grassroots identity and core rider base. What once felt like a brotherhood now feels like a boardroom.

The result? Slumping U.S. sales, declining dealership morale, and a loyal fanbase left feeling unheard.

Harley-Davidson once stood as a beacon of American manufacturing. But in recent years, the company has quietly shifted portions of its production overseas — with factories operating in Thailand, Brazil, and India.

This global pivot began in response to trade tariffs and rising labor costs but hasn’t sat well with patriotic riders or dealers who built their loyalty on the "Made in America" badge. According to reporting from Reuters, Harley opened its Thai plant in 2019 to sidestep EU tariffs, triggering political blowback and public outrage.

Critics argue that the move undermines Harley’s heritage and sends mixed messages to its core audience. At a time when trust in the brand is already wavering, offshoring production only adds fuel to the fire.

Harley-Davidson has long symbolized rebellion, grit, and American freedom — but to many younger riders, it’s starting to look like a brand frozen in time. According to a 2023 analysis by Motorcycle Industry Council, the median age of motorcycle owners in the U.S. has climbed to over 50, reflecting Harley's core customer base. Meanwhile, millennials and Gen Z riders are leaning toward lighter, more affordable bikes and urban-focused brands like Triumph, Royal Enfield, and even electric startups like Zero and LiveWire.

Harley’s recent attempts to modernize — including limited-edition sport models and its electric LiveWire division — have been met with lukewarm reception and marketing misfires. Critics say the brand’s aesthetic and identity haven’t evolved fast enough to appeal to today’s diverse, city-based, tech-savvy riders.

Without a serious reinvention, Harley risks losing cultural relevance entirely.

Harley-Davidson dealerships across the U.S. are sitting on bloated inventories, a symptom of larger problems within the company’s supply chain and demand forecasting. According to a 2023 dealer inventory analysis by Powersports Business, many Harley dealers reported receiving more motorcycles than they could sell — a result of corporate pressure to move units, even as retail demand faltered.

This glut puts dealerships in a bind: higher floorplan financing costs, reduced margins, and slumping showroom turnover. It also forces dealers to offer aggressive discounts or carry stale inventory, eroding brand value and profitability.

Insiders suggest this overstock problem is exacerbated by Harley’s top-down distribution model, which leaves little flexibility for local dealers to tailor stock to actual buyer interest — especially as consumer habits shift toward used bikes and alternative brands.