Harley-Davidson is too proud of it's product and rarely allows the selling price to be lower than the MRSP. In this economy people are looking for "good deals". The sticker price cannot be stuck, or no one is going to buy a "Hog".
I am a Harley rider...have been for years. But in today's environment who is going to spend $20K or more on a toy when we may be losing our jobs, retirement accounts turning to dust, and the cost of college tuition going through the roof. If I was dead set on getting a Harley right now there are plenty of used Harley's that are only a year old that you can get a great deal on.
Harley-Davidson relies heavily on older consumers for the sale of its products. Sales, as of late however, have dipped with the aging of this consumer base. Harley-Davison's product has less appeal with younger generations; as such, markets have dwindled for Harley-Davidson's products. Analysts anticipate that the next uptick in sales may occur with the birth of another generation within the next ten to twenty years.*
Harley Davidson motorcycles may make the over 50 set feel "Bad" on the weekends, with black leather and "Harley Bar and Shield" logos on everything, but the facts are very apparent now...Harleys are overpriced, underpowered and over-serviced by the dealerships (an average oil change will cost you well over $100). For fraction of the costs, a customer can get a more powerful and innovative machine from many other manufacturers, including the American-made Victory from Polaris.
Sure HOG has a golden brand, but are they selling bikes?
Sales numbers are down. Projections do not look too good.
Many overseas markets may be hard to penetrate b/c large displacement bikes are often reserved for police. Also, if the "American" culture brand tarnishes the "cool" factor will be impacted.
I'm a motorcycle rider. I don't care for HD's product. While their product has improved over the years, quality and reliability still lag many of the other manufacturers. Their core style is dated and appeals primarily to baby boomers. Yes, HD does have a core of riders who will continue to buy their products no matter what, but this core isn't large enough to provide the increases in sales and profit HD needs. While the Harley fad among boomers had long legs, spanning roughly two decades, it is still a fad. And all fads end at some point.