Let’s say the quiet part out loud: this collapse didn’t start with Willie G. stepping aside, but everything got worse after the brand stopped understanding who actually buys motorcycles in 2025. Harley-Davidson didn’t get betrayed by the market. It misread it, ignored it, and then doubled down on the wrong bet — and now riders are calling it what it is: a self-inflicted problem.
Here’s the reality Harley leadership refuses to face. Young men today want speed, performance, and affordability. They want sport bikes. They want something fast, light, and within reach. And the market gives them exactly that — for a fraction of what Harley is charging.
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