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Harley Isn’t Aging Out — It’s Pricing Everyone Out
2026/01/01 Report

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Young riders aren’t buying in. Middle-class veterans aren’t upgrading. And the most dangerous part? This isn’t a cultural shift or a generational fad. It’s a pricing and product strategy failure that has cut the brand clean in half.

For years, Harley-Davidson has insisted the problem is age, taste, or attention span.


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That young men “just want sport bikes.” That older riders are “aging out.” But riders themselves are saying something much simpler and much harsher: Harley priced itself out of both groups at the same time. That’s not bad luck — that’s a formula for disaster.

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