In my thirties, I rode with an older group of guys in their 60's and 70's. They rode Honda's (usually Wings) and Kawasaki's (Voyagers) and had nothing but disdain for Harley because they lived through the pan, shovel and AMF days...they wouldn't have one if you gave it to them as they wanted to ride not wrench.
While the boomers have carried the MoCo for the past couple decades, the current crop of potential riders see it as stated above, an old man's bike, and one that isn't user friendly in terms of start it, ride it, park it kind of activities. Maintenance free is NOT what I would call a Harley which gives it some of the appeal to us tinkering kind of folks. To those that just want to ride, it's not that kind of motorcycle. It's expensive and behind the rest in tech/design even with that Livewire coming in September...hence the slumping in sales. I'm not positive this is all of why this dealer closed but I'm fairly sure all of it contributed.