While they may seem a little bit rebellious or even dangerous, motorcycles speak to the American spirit.

In many ways, Jon Bon Jovi had it right when he likened a motorcycle to a horse in his band’s song “Wanted Dead or Alive.”

“‘Cause I’m a cowboy, on a steel horse, I ride,” might be a simple lyric, but it ties the cowboy ethos into a modern setting.

Bon Jovi does not name the brand his cowbody rides, but it’s hard to imagine it’s not a Harley Davidson.

“Harley-Davidson is more than just a motorcycle manufacturer; it is an iconic brand representing freedom, rebellion, and a deep sense of community. Founded in 1903, the company has cultivated an enduring image that extends far beyond its products, transforming Harley-Davidson into a lifestyle,” Hivler.com reported.

That’s something the company leans into on its own website.

“In 1903, out of a small shed in Milwaukee, Wisconsin, four young men lit a cultural wildfire that would grow and spread across geographies and generations. Their innovation and imagination for what was possible on two wheels sparked a transportation revolution and lifestyle that would make Harley-Davidson the most desirable motorcycle and lifestyle brand in the world,” the company shared on its website.

That has largely been true for over 100 years, but times and tastes change.

Harley-Davidson has a strong brand legacy

Harley’s marketing and relationship with its customers are based on some simple principles, according to the Hivler report.

  • Heritage and Legacy: Founded in 1903, Harley-Davidson has built over a century of brand recognition, making it synonymous with the cruiser motorcycle segment.
  • Cultural Presence: The brand is linked to adventure, masculinity, and nonconformity, and it has been featured in Hollywood films like Easy Rider and Terminator 2.
  • Merchandising and Licensing: The Harley-Davidson name extends beyond motorcycles, with branded apparel, accessories, and collectibles contributing to brand awareness and loyalty.
  • Premium Craftsmanship: The brand is known for its heavyweight cruiser motorcycles, which are made with high-quality materials and have a distinctive, handcrafted feel.
  • Customization and Personalization: Harley-Davidson offers extensive customization options, allowing riders to personalize their bikes and enhance their emotional bond with the brand.
  • Durability and Longevity: Harley motorcycles are built to last, often passed down through generations, reinforcing the brand’s perceived value.

Harley Davidson has struggled

While legacy and a loyal fanbase help, strong brands still face their struggles.

“Across the U.S., Harley-Davidson dealerships are closing their doors to customers. From San Francisco to Kewanee, Illinois, and down through Titusville, Florida, long-running shops have called it quits, with some stores not giving any reasons whatsoever for their closure,” Jalopnik reported.

These shutdowns have happened even with dealers that have a deep history.

“Examples are nationwide, from San Francisco Harley-Davidson, originally founded by AMA Hall of Famer Dudley Perkins, closing after 110 years, to New York Harley-Davidson shutting down. And it’s not just dealerships in high-cost urban areas. Dealers have closed in Illinois, Ohio, Wisconsin, Minnesota, Colorado, Wyoming, Florida, and elsewhere,” Revzilla reported.

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The brand’s struggles date back to the Covid pandemic “when supply lagged in the face of rising demand, and dealerships minted cash. Limited inventory meant that bikes were sold at full price, and discounts all but disappeared,” according to Jalopnik.

“Harley’s retail network is consolidating into fewer, larger operations, which could indicate that the company is in big trouble. George Gatto, chairperson of the NPDA’s Harley-Davidson Dealer Council, says it’s simply because dealers aren’t making money,” the automotive website shared.

Confirmed Harley-Davidson dealer closures (2024–2025)

Harley-Davidson does not share a list of closed dealers, but local media has reported on many shutdowns.

  • Miracle City Harley-Davidson, Titusville, FL: Closed (permanently) Sept 1, 2024.
    Source: Florida Today
  • New York City Harley-Davidson Long Island City, NY : Closed (permanently) Sept 28, 2024
    Source: Power Sports Business
  • Dudley Perkins/Century-old San Francisco Harley location (legacy dealer) — Closed in 2024: A sudden, notable closure of a long-running, family-owned dealership
    Source: Jalopnik
  • Rosemont Harley-Davidson (Windy City area ): Planned closure/consolidation announced late 2024 (consolidation into nearby store).
    Source: Power Sports Business
  • Hideout Harley-Davidson, Joplin, Missouri area: Announced permanent closure (end of March 2025).
    Source: Power Sports Business
  • High Country Harley-Davidson, Frederick, CO & Cheyenne, WY (two locations) — Announced permanent closure after 25 years in July, 2025.
    Source: Power Sports Business
  • Vreeland’s Harley-Davidson, Bloomsburg, PA: Closed (permanently) Sept 30, 2025.
    Source: Power Sports Business
  • Other small/local permanent closures documented in 2024–2025: Multiple local reports and trade outlets document additional single-dealer shutdowns (examples referenced by trade press).
    Sources: Jalopnik, Revzilla

Harley Davidson

Harley-Davidson is working on its financials

CEO Artie Starrs acknowledged the brand’s struggles in its third-quarter earnings release.

“While retail sales remain challenged, I’m truly energized by what I’ve experienced across the company, in dealerships, and with the broader rider community. While there is a lot of work ahead of us, our success begins with our dealers — when they thrive, Harley-Davidson thrives,” he shared.

The CEO plans to lean on the brand’s legacy as it moves into the future.

“Going forward you can expect an intensified focus on the key drivers of sustainable growth: strong and profitable dealerships, growing the powerful connection riders have with our brand, locally relevant marketing, and capital-efficient growth,” he added.

Key Q3 Harley-Davidson numbers

  • Delivered diluted EPS of $3.10
  • Global motorcycle retail sales down 6% versus prior year
  • HDMC revenue up 23% versus prior year
  • Global motorcycle shipments increased 33% versus prior year
  • HDMC operating income margin of 5.0%
  • Global dealer inventories down 13%, compared to the end of Q3 2024, as we continued to prioritize reducing global dealer inventory
  • The cost of new or increased tariffs implemented in 2025 was $27 million in Q3 2025

“Global retail motorcycle sales in the third quarter were down 6% versus the prior year, reflecting continued soft demand amid unfavorable consumer confidence, high relative interest rates, and inflation concerns. North America retail performance was down 5%. International retail performance was down 9%, where EMEA was weaker than the APAC region, and Latin America experienced modest growth,” the company shared.

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