The product we love to Hate. 50 years ago (really) I used to love working on my bike, it was part of the experience. I expected the (used) bikes that I could afford would need some work.
Now with prices, research, engineering, and competition we should expect more out of $40k machines. But Harley sells IMAGE first, the modern marketing thrust is all based on what you think and feel. It is why you buy another HD (after several bad experiences) and not a Honda. Where would HD be if Marlon Brando rode a Suzuki?
Is it worth it? Economically no, but that Badass image keeps us coming back. The Willie G logo is a skull, not a smiley face. This image has been one of the most successful marketing schemes in history. However, sooner or later every Wizard, behind every curtain is exposed. I believe that Harley-Davidson has reached that point, we have finally realized that you can have just as much fun riding a brand other than HD without the expense. And they know it too, the recent trend from the MoCo is smaller, lighter, and more reasonably priced models. In three years their stock has dropped from the low 60’s to the mid 30’s, Wall Street doesn’t miss much, they know what is going on.
I regret that Harley hasn’t made an effort to improve quality, service and Attitude. I’ve heard it said that there is 20% profit at the dealership and at least that much to manufacturing. Even at half that, there is enough to protect their market share by producing a truly quality product, sadly, they never did.
Harley-Davidson will not go away, but they will fade to a fraction of what they were. Us Baby Boomers that always wanted a new HOG are shrinking, time is catching us. Moreover, the next generation of riders hasn’t tasted the Badass Kool Aide, in fact they still like riding, probably more for the joy of it than the Image.
OWL