Harley-Davidson's questionable midnight strategy - without lights and stage, in the shadows of the night
In the night from January 23 to 24, 2025, German time, the Harley-Davidson will present the new 2025 models without a video, show or presentation, simply by updating its own website. Information for external media such as myself is not expected to arrive until late Friday morning.
My new focus on the essentials
For me, this is a clear reason to concentrate more on my core stories in future. This includes events, tours and trips related to the Harley-Davidson brand. If I happen to be on the road on one of the new bikes, there may be a ride report - but nothing more.
For years, it was standard for all information to be available at the same time, so that you were supplied directly. But now Europe no longer seems to play a role. Media outside the USA no longer seem to be a priority.
Unfortunately, this approach fits in with the overall situation in the Group. In the USA, where the decisions are made, there has been a crisis for some time. On January 24, I am less excited about the new models than about the share price. I wonder whether investors are finally losing confidence.
The consequences of the DIA program
The focus is clearly on the US market - understandable after the DIA (Delivered Inventory Adjustment) disaster. Harley-Davidson's Delivered Inventory Adjustment (DIA) program was introduced in 2020. This program aimed to reduce dealer inventories and adjust production to actual market demand. As part of this strategy, Harley-Davidson reduced production and implemented a new operating model that established a global commercial function to control sales and inventory management across various product lines.
These measures were taken to increase profitability and strengthen the brand, but led to tensions with some retailers who complained about overstocking and costly demands. And then there was the DEI (Diversity, Equity, and Inclusion) scandal last year, which led to a significant drop in sales, particularly in the US. However, this is only a small part of the existing challenges, which in their entirety represent the real problem.
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More InformationWaiting for the new Sportster generation
Late market launches for the season and the long wait for the new Sportster generation, of which there will still be no sign, are also depressing sales. I'm still wondering how a Sportster series can be canceled just like that, or how the new one can be launched next year at the latest. It would be like MC-Donald taking the Big Mac out of the program.
You don't have to understand all this. There is still no entry-level model that is at least 12,000 euros - a price that is at least somewhat reminiscent of the old days. Back then, newcomers could save up capital over the years in order to upgrade later. The prices of an 883 are probably utopian today, but it was an excellent introduction to the Harley world and also extremely stable in value.
A look at the beautiful sides of the brand
If you spend too much time dealing with corporate politics, you will eventually get a headache. That's why I prefer to concentrate on the good sides of the Harley-Davidson world and hope that the company doesn't drive even deeper into the sand. Because without the brand, we would end up missing something crucial!
Text: Harleysite / Volker Wolf
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