Harley Davidson Faces Impending Loss of Sales After Controversial Decision—Here’s What Happens Now

If we talk about the road and freedom, we are very sure that your mind goes to a powerful and characteristic two-wheeled vehicle, a Harley-Davidson.For decades, it has been something more than just a brand or a simple company, it has differentiated a lifestyle, a symbol of freedom, of rebellion, of hours on the road.

Decades of new friendships sharing tastes and decades of trips on two wheels feeling the breeze of the road on our helmet…

Now, the iconic motorcycle manufacturer is going through one of the most complicated moments in its history. Why?

Because they have revealed a financial report showing a drastic drop in sales, and, obviously, this has generated great concern among investors and also among the brand’s loyal followers. What will happen now with Harley-Davidson?

What are Harley Davidson’s accounts?

Apparently, they have suffered a 13% drop in sales globally, and in the United States alone they have suffered falls of up to 10%, all this if we compare it with last year, where the company already had to adjust its sales expectations. What is happening to this company? Apparently, everything is changing in the Harley-Davidson environment and it is not that the best decisions are being made…

On the other hand, motorcycle shipments also decreased by 39%, adding to the company’s 32% decrease in revenue. But not only that, the accessories unit also suffered a 6% decrease. This has certainly not been Harley-Davidson’s year.

Why have sales fallen so much?

There have been several factors that have led this company to this headache. Firstly, what has hit them the hardest has been the increase in interest rates (which has made credits to buy a motorcycle more expensive). Also, we have found ourselves in a rather complex economic situation in the United States that has made many customers decide to delay their purchases (which has directly affected the company)

Race Nil! KTM Officially Bankrupt: 295,000 Bikes Stuck in Warehouses as Brand Shuts Down

However, the eye of the storm has been that they decided to carry out an inclusion and diversity strategy a few months ago, and that is, Harley-Davidson had implemented DEI (Diversity, Equity and Inclusion) policies for the brand, something that “lifelong customers” did not like for “being too woke”, for example, Robby Starbuck, a very conservative activist who decided to accuse Harley-Davidson on social media for having a “total commitment” to diversity, that they had training and events based on the LGTBQ community and that the CEO of the company was working to have fewer white suppliers and workers.

As you read it, 2025 but it seems that we are in the 19th century… where are we going to end up with this?

How has the company reacted?

The controversy practically blew up in Harley-Davidson’s face, so, given the pressure it has been under in recent months and the boycott it has received, it has decided to eliminate the DEI program and review its marketing and hiring strategies to avoid future problems with buyers. Some are capable of sending their favorite company to the other side just to prevent the world from moving forward in terms of inclusion, and it is a great shame.

What’s next for Harley-Davidson?

For the moment, they have adjusted their sales projection for the rest of the year, expecting a 14% to 16% drop…

But, despite the situation, Harley-Davidson is not completely on the ropes. In their financial report, they have highlighted that there has been a 13% increase in clothing sales, which indicates that the brand continues to have a strong cultural influence for the moment.

Whether the motorcycle legend will re-emerge after this bump in the road is still unknown. It is true that the company has already overcome many crises in its history and that this could only be one more to test its resilience, but with many people making a drama out of the implementation of DEI policies, we never know.

Will they be able to adapt to the market again without losing their identity? Or will they stop being a symbol of freedom because of a few? Only time will tell.

About The Author