The iconic Harley-Davidson (NYSE: HOG) brand is in issues. The enterprise has observed revenue slide for a half-ten years, and earnings have evaporated. Approaches to get into electric bikes have mostly unsuccessful, and the core company would not show any symptoms of a turnaround. 

a motorcycle parked on the side of a building: Harley-Davidson Has Missed the Mark in Electric Transportation

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Harley-Davidson Has Missed the Mark in Electrical Transportation

In spite of all of these issues, Harley-Davidson stock is up 82{540ccc4681f92a8237c705b0cdebbb9da373ec200da159e6cc1fd9f393be00be} more than the past calendar year, and investors seem to be optimistic about a turnaround. But there is fantastic purpose to feel that won’t materialize for this leisure stock

a person riding a motorcycle on a sidewalk: Harley-Davidson Livewire bike in a city.

© Harley-Davidson
Harley-Davidson Livewire bicycle in a town.

Harley-Davidson’s bike market place is shrinking

1 point is apparent: Harley-Davidson’s market is finding smaller as the lifestyle that brought the organization to business dominance diminishes. The shopper foundation is aging, youthful customers are no extended fascinated in the look or audio of Harley-Davidsons, and expanding markets adjacent to the motorbike market place have been tough for the brand name to enter. 

chart, line chart: HOG Revenue (TTM)

© YCharts
HOG Revenue (TTM)

The major obstacle is that Harley-Davidson was constantly a culture manufacturer, and that is what created it so impressive for decades. It was not just motorcycles — it was people’s attire, the sound the bikes manufactured, and prolonged rides on the open up road. As more men and women move to city marketplaces and glance for considerably less disruptive suggests of transportation, the lifestyle appears to be out of day. 


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Likely electric is just not ample

Harley-Davidson has not been completely astonished by the industry’s variations — it observed the electrical motor vehicle current market coming to bikes. But it miscalculated what variety of solutions people want and where by its manufacturer can connect. The existing LiveWire merchandise are a related kind factor to classic bikes, but which is not in which individuals are trending. 

Electric scooters are definitely where by the growth has been, with Statista estimating that about 50 million electrical scooters and bicycles were being bought in 2020. Grand Check out Exploration estimates the electrical scooter current market will grow from $20 billion in 2020 to $42 billion in 2030. This is exactly where the advancement is, and Harley-Davidson is in essence absent. If it’s looking to attract more youthful buyers, scooters would have been a wonderful way to increase the company.

Just obtaining into electric powered mobility is just not more than enough — corporations have to make the right solutions and have the right brands. Harley-Davidson is neither, which means it is missing out on a big expansion current market that’s adjacent to its core solutions. 

No quick solutions

Management has attempted to lay out a turnaround method. They want to get into utilised motorcycle income, and extend the lineup of electric powered motorcycles and bicycles. But applied bikes are just an quick revenue get, and you can find no indicator that Harley-Davidson will establish considerable market place share in lesser electric powered mobility products.

The future is wanting dimmer by the working day for Harley-Davidson. Often an iconic model like this only sees the globe move it by. 


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