Harley-Davidson: Can “The Hardwire” Strategy Save This Iconic Brand from Market Share Collapse?

Harley-Davidson’s recent performance reflects a mixed bag of operational and strategic shifts amid challenging macroeconomic conditions. The company’s 2024 fourth-quarter results exhibited a significant decline, with consolidated revenue decreasing by 35% compared to the previous year. This decline was primarily driven by the Harley-Davidson Motor Company (HDMC) segment, which saw revenue drop by 47% as a result of a 53% decrease in wholesale shipments. Such a downturn illustrates the company’s efforts to manage inventory levels and adapt to a volatile economic environment characterized by high interest rates and wavering consumer confidence, particularly in discretionary spending sectors.