For decades, Harley-Davidson built motorcycles for working men. Not cheap bikes, but ones. Bikes a middle-class rider could realistically aspire to after years on the job. That relationship is breaking down fast, and the reason isn’t complicated: prices have moved far beyond the financial reality of the people Harley claims are still its core audience.
Today, it’s normal to walk into a dealership and see new bikes priced anywhere from the mid-$20,000s to $40,000 once options and fees are added. That might work on a spreadsheet, but it collides head-on with the real economy.
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