Is Harley-Davidson Losing Its Diehards?

April 21, 2015 4:24 PM

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Harley-Davidson rolled out a dismal earnings report this morning. Pretty much every performance gauge offered a bad reading: a strong dollar weighed on international sales, crummy weather kept away winter buyers, and aggressive pricing from competitors lured away would be buyers. The company now expects to ship a maximum of 281,000 motorcycles for the year, down from earlier projections of 287,000.

Perhaps the most troubling sign for the typical Wall Street darling was the product mix. Harley saw an increase in demand for its touring bikes—the massive cruisers that typically have big windscreens and hard panniers—and the smaller street bikes aimed at younger, urban riders. Those models are doi...

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