Here’s why Harley’s new electric motorcycle division may save the company


Harley-Davidson’s progressive new CEO Jochen Zeitz made two big announcements last week: A separate new division was opening within the company to focus purely on electric motorcycles, and Q4 2020 saw a dramatic drop in revenue.

The latter is certainly a problem, but the former is the solution.

There’s no doubt about it; Harley-Davidson is facing a demographic problem. A large chunk of its target market is aging out of motorcycles.

Sure, there are still dudes in their 30s buying Harley-Davidson motorcycles. I know several. But their numbers aren’t inspiring.

It’s not a full-blown crisis for H-D yet, but it’s

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