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
