EU parliamentarians in a debate about punitive tariffs, while Harley-Davidson protest bikers in the foreground.
EU criminal offenses threaten European Harley-Davidson dealers
Custombike Show 2025 - Bad Salzuflen motorcycle fair

EU criminal offenses threaten European Harley-Davidson dealers

The latest developments in the transatlantic trade conflict have a high level of the potentially devastating effects of planned EU criminal offenses on Harley-Davidson and the European dealers' associated with the associated European dealers.

Background of the US criminal tariffs on steel and aluminum

US President Donald Trump has announced that they can raise tariffs from 25 percent to steel and aluminum imports from March 4, 2025, without exceptions to allied countries. The aim of this measure is to strengthen domestic industry and to ensure national security. Trump argues that the United States is more independent of foreign imports through these tariffs and can secure jobs in Germany.

Reaction of the European Union

The European Union has sharply reacted to the US tariffs and is planning countermeasures. In 2018, the EU had already introduced punitive tariffs to certain US products in response to former US tariffs, including motorcycles with more than 500 cubic centimeters of displacement, regarding brands like Harley-Davidson. These tariffs were later suspended, but could now be activated or even increased.

Harley Hamburg South

Fast activation of the EU criminal offenses-but at what price?

In the latest chancellor duel between Chancellor Olaf Scholz and opposition leader Friedrich Merz, there was an intensive discussion about the subject of punitive tariffs. Merz emphasized that in relation to punitive tariffs at eye level, the American president could be negotiated, while Scholz pointed out that the list of countermeasures had already been created and could be activated within an hour. Scholz also underlined that the American punitive tariffs would harm German industry in particular.

Harley-Davidson again focuses on-a strategic mistake?

However, the EU seems to be targeting Harley-Davidson again to overlook the importance of the company location in Europe. Harley-Davidson maintains numerous branches and employs many people within the EU. By imposing punitive tariffs to Harley-Davidson products, the EU could unintentionally affect its own economic interests and harm European companies and employees.

This situation illustrates the complexity of trade conflicts and the need for careful consideration of potential consequences before measures are taken that could possibly have negative effects on your own economy.


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Effects on European Harley-Davidson dealers

The reintroduction or increase of punitive tariffs to Harley-Davidson motorcycles would have serious consequences for the European dealers. As early as 2021, the Association of Harley-Davidson dealer warned dealership of the existential effects of such tariffs. At that time, an increase in total customs load was 56 percent in the room, which would have massively affected the competitiveness of the dealers.

Why are there duties at all?

Customs traditionally serve to protect the domestic economy against foreign competition, the generation of state revenues and as an instrument of trade policy. However, they can also lead to trade conflicts if they are perceived as protectionist measures.

Why fellows on Harley-Davidson make no sense

1. Puncture tariffs meet European dealers and jobs

Harley-Davidson has over 280 dealers in Europe. These dealers are medium -sized companies with local jobs that would be directly affected by punitive tariffs. Higher import costs would make motorcycles more expensive, which leads to less sales. This endangers jobs in the European motorcycle industry, from the dealer to the mechanic.

2. Customers in Europe would be disadvantaged

Harley-Davidson has a loyal clientele in Europe that often saves for their dream bike for years. Penal dumplings would artificially make the motorcycles more expensive and make it difficult to buy. This not only leads to economic damage, but also limits the freedom of choice of consumers.

Harley-Davidson Kohl - Aachen Winter Sale

3. Puncture tariffs on Harley-Davidson do not solve the trade problem

With punitive tariffs on Harley-Davidson, the EU not achieve a sustainable solution in the trade conflict. Instead, it would make the negotiations difficult and possibly lead to another escalation. Harley-Davidson is a symbol of American motorcycles, but not a key industry that significantly influences the trading balance.

4. Harley-Davidson already produces partly outside the United States

After the last punitive tariffs, Harley-Davidson has already relocated parts of his production to countries such as Thailand to bypass import duties in Europe. Unfortunately, this was also communicated at the same time, which recently had a negative impact on the dismissal. Harley-Davidson had sued the EU criminal offenses, but the European Court of Justice dismissed the lawsuit. The court argued that the relocation of production primarily served to bypass the tariffs and was therefore not economically justified. In my view, new punitive tariffs could still be ineffective, since they would only meet US production for a limited extent and instead, in particular, European dealers, customers and suppliers would burden.

5. Effects on European suppliers

In addition to the contractual dealers, numerous European suppliers of Harley-Davidson are also affected. Companies from Germany, Italy and other EU countries provide components, accessories and special components for Harley-Davidson motorcycles. A decline in sales volume due to higher import costs would also make these suppliers and thus endanger numerous other jobs.

Harley Factory Group 2022

The well-known European suppliers include the Italian brake specialist Brembo , which delivers specially developed brake systems for Harley-Davidson. In the area of ​​electronics there is also indications that Bosch provides electronic components such as CDI units (Capacitor Discharge Ignition) and ECUS for Harley-Davidson models. Bosch also supplies ABS components , which are now standard on Harley Davidson models. This close connection with European suppliers shows that punitive tariffs not only make dealers and end customers, but also endanger the entire value chain in Europe.

6. European Harley-Davidson Community goes into resistance

This time the European Harley-Davidson Community will be rebelled against the planned EU criminal offenses. Especially with regard to the upcoming Bundestag elections, the opportunity must be used to jointly against blind activism, primarily from the CDU and SPD-EU parliamentarians.

7. Avoid escalation spiral

The United States could introduce tariffs from BMW, Ducati or KTM as a counter -reaction. This would only tighten the trade conflict and damage the entire motorcycle industry - including European manufacturers.

EU parliamentarians in a debate about punitive tariffs, while Harley-Davidson protest bikers in the foreground.
Harley-Davidson punitive tariffs 2025

The wolf conclusion

Puncture tariffs on Harley-Davidson would not only be economically harmful to European dealers and customers, but also politically questionable. They do not solve structural trading problems, but above all meet European companies and jobs. European suppliers such as Brembo and Bosch, who deliver essential components for Harley-Davidson, are also particularly affected. A break -in of sales would affect their business and endanger numerous jobs.

Determined resistance of the Harley-Davidson community will come!

Trump only demands the same conditions in this trade conflict and points out that there is currently an imbalance in favor of the EU. Instead of reacting with other punitive tariffs that strain on its own economy, the EU should develop a considered strategy. the European Harley-Davidson Community will clearly position itself against these measures and increase the pressure on politics. The first preparations have already been made!

In view of these economic consequences, the legitimate question arises: Are our politicians  competent to make such far -reaching decisions, or are it about blind actionism regardless of the real consequences?

If politics is unable to find clever and economically sensible solutions in the long term, then a new approach is urgently needed that protects European companies and jobs.

Text: Harleysite / Volker Wolf


Thunderbike Harley Davidson

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Congrats, Harley-Davidson Dealers

In January, Harley-Davidson honored his dealers of the year 

Frankfurt (29.01.2025)-The Harley-Davidson dealer are as much expertise behind the brand and its products with just as much expertise. The best among them are selected year after year using a mixture of quantitative and qualitative criteria - including customer satisfaction, sales performance, service and commitment to the values ​​of the motor company.

Managing Director and owner of Arni HD, Solothurn, Hansueli Bachmann (left) and Christian Ulmann (center), as well as Iwan Steiner (right), Country Manager Dach, Harley-Davidson Motor Company
Managing Director and owner of Arni HD, Solothurn, Hansueli Bachmann (left) and Christian Ulmann (center), as well as Iwan Steiner (right), Country Manager Dach, Harley-Davidson Motor Company

This time the Rostock dealer Harley-Davidson Staalfabrik was awarded for his extraordinary achievements in Germany, in Austria the Award went to Motodrom Carinthia, the official Harley-Davidson dealer in Klagenfurt, and in Switzerland the motor company Arni Harley-Davidson Solothurn in Hessigkofen was honored . The Bar & Shield Dealer of the Year Award for the entire EMEA region (Europe, Middle East and Africa) was awarded Cap's Harley-Davidson in Denmark's capital Copenhagen.


Kolja Rebstock, Harley-Davidson Regional Vice President EMEA, congratulates all the excellent dealers and explains: "The awards underline how much the dealers in Europe Harley-Davidson 'life', because their commitment, their passion for V-twin and their pride The customers feel the long history of the brand. ”Matthias Meier, spokesman for the European dealer association, adds:“ No dealer rests on his laurels. Rather, all employees-from the mechatronics engineer to the manager-continue to form in the courses at Harley-Davidson University. In this way, customers can always rely on being in the best hands at an HD dealer. ” 

Harley-Davidson Düsseldorf online shop
a group of people standing together
Harley-Davidson Staalfabrik Rostock-Team Photo

Harley-Davidson looks back on a long history of partnerships with dealers around the world. Arthur Davidson, one of the four company founders, recognized the importance of a good dealer network early on and even over 120 years later, the tradition of recognizing dealer work continues.

Today a Harley Davidson can be purchased from over 1,400 contract dealers in almost 100 countries. Harley-Davidson is currently working in Germany with 62, in Austria with seven and in Switzerland with 15 contract dealers. You can find out more about the companies on their respective websites and the nearest dealer can be found on Harley-Davidson.com .

Text & image credit: Harley-Davidson


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HARLEY-DAVIDSON 2025 AND THE MIDNIGHT UPDATE
Mdag Messebau - We rock it!

Harley-Davidson's questionable midnight strategy - without lights or stage, in the shadows of the night

On the night of January 23rd to 24th, 2025, according to German time, Harley-Davidson will present the new 2025 models without a video, show or presentation, only through a simple update of its own website. Information for external media like me 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 the future. This primarily includes events, tours and trips related to the Harley-Davidson brand. If I were to ride one of the new machines, there might be a driving report - but nothing more.

ROKKERTECH STRAIGHT AAA

For years it had been standard for all information to be available at the same time, so that you were immediately provided with. But now Europe no longer seems to play a role. Media outside the US no longer seems to be a priority.

Unfortunately, this approach fits with the overall situation in the group. In the USA, where the decisions are made, there has been a crisis for a long time. On January 24th, I'm less excited about the new models than I am about the stock price. I wonder whether investors are now 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 launched 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.

Mallorca Bike Week 2022

These measures were taken to increase profitability and strengthen the brand, but caused tensions with some dealers who complained about overstocking and costly requirements. And then there was the DEI (Diversity, Equity, and Inclusion) scandal last year, which led to a significant drop in sales, particularly in the USA. However, this is only a selection of the existing challenges, which as a whole represent the real problem.

Waiting for the new Sportster generation

Late market launches in the season and the long wait for the new Sportster generation, of which there is still no sign, are also depressing sales. I'm still wondering how you can cancel a Sportster series so quickly or add the new one 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 of this. There is still no entry-level model that costs at least 12,000 euros - a price that is at least somewhat reminiscent of the old days. Back then, newcomers could save capital over the years in order to upgrade later. The prices of an 883 are probably utopian today, but it was an excellent entry into the Harley world and also extremely stable in value.

Look at the beautiful sides of the brand

If you spend too much time dealing with company politics, you'll eventually get a headache. That's why I prefer to concentrate on the beautiful side of the Harley-Davidson world and hope that the company doesn't drive itself deeper into the sand. Because without the brand we would ultimately be missing something crucial!

Text: Harleysite / Volker Wolf


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The featured image shows the highlights of Harley-Davidson 2025. The focus is on new models such as the Low Rider S 117, exciting events such as the Hamburg Harley Days and important changes to regulations.
Harley-Davidson 2025 Models Events and Regulations
Harley-Davidson Münsterland

Harley-Davidson 2025 highlights models and more

New models for 2025

Harley-Davidson will introduce the new models on January 23, 2025 at 5:00 p.m. Particularly expected are an updated Pan America ST and a kind of naked bike, about which many rumors are circulating. In addition, at least three ST models are planned, including a Low Rider S 117 with high output.

Are we looking at a Low Rider ST with a round speedometer?
Are we looking at a Low Rider ST with a round speedometer?

The official Harley-Davidson site .

2023 House Of Thunder Harley-Davidson Lübeck

Events 2025: What’s coming up?

The year 2025 offers exciting events such as the Hamburg Harley Days and the Bike Days Willingen . Both events rely on new concepts with expanded offers for HOG members and everyone who would like to become one. The focus is clearly on custom bikes – an area in which new accents will be set in 2025. If you are interested in custom-designed Harley-Davidson motorcycles, these events are an absolute highlight.

The now annual Harley-Davidson Homecoming Festival is taking place again in the USA. Harley-Davidson has currently announced two top acts: Hank Williams Jr. and Chris Stapleton are expected on stage in Milwaukee in 2025, Stapleton in particular is really cool.

You can find more information about the events on my events page .

New regulations for motorcycle tires from 2025

From January 1, 2025, stricter regulations will apply to motorcycle tires. Tires manufactured before 2019 were only allowed to be used until the end of 2024. No objection certificates lose their validity from this date. Drivers should check early on whether their tires meet the new requirements to avoid problems. For many drivers this means checking early and getting new tires if necessary. TÜV -Sued offers a comprehensive overview of the new rules.

KessTech bankruptcy: What does that mean?

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A topic that concerns many people: KessTech has filed for self-administration bankruptcy. However, according to the company, deliveries and guarantees remain secured. The economic problems appear to stem from last year's takeover. Nevertheless, there are positive signals: deliveries, guarantees and service should continue to be guaranteed, even for older systems. I'll keep you updated on developments.

You can find further details in this article: KessTech .

Restart in Regensburg and Kassel

Good news for the community: Harley-Davidson Regensburg will resume operations with a small team on January 16, 2025. At the same time, staff are still being sought. Maybe not right at the start, overload the company with inquiries, give them a few weeks to reorganize!

Something is also happening in Kassel: the new authorized dealer is planning to open before the start of the season. I expect more information about the dealer from Kassel after the presentation of the new 2025 model year.

Registration figures for 2024: A strong December

The 2024 admission numbers are available online. Particularly noticeable: December was unusually strong, as many vehicles with daily registration were registered in order to avoid the new Euro 5 Plus standard. The numbers impressively show how these changes influence the market.

You can find a comprehensive analysis of the admission numbers on my website .

Conclusion: An exciting year for Harley-Davidson

Harley-Davidson 2025 represents innovation, exciting events and important changes. Whether it's new models like the Pan America or the challenges posed by new regulations - this year offers a lot of potential. Stay tuned for more updates, reports and exciting insights!


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Harley-Davidson registrations 2024 and outlook for 2025

Annual analysis 2024: Harley-Davidson and the dynamics of the German motorcycle market

Registration figures for 2024 – strong annual results with a December effect

With 8,706 Harley-Davidson motorcycles registered in Germany, the American manufacturer was able to record a remarkable increase of +19.9% ​​in 2024 compared to the previous year (7,263 units).

Registrations January to November 2024 : 6,846 units

• This corresponds to a moderate increase of +12.9% compared to the same period last year (2023: 6,063 units).

• The numbers reflect solid growth driven by continued demand and strong models.

Harley-Davidson Hamburg North

December 2024 : 1,860 units

• This extraordinary increase is mainly due to the new Euro 5+ regulations , which will apply from 2025. Many daily registrations were made in order to bring 2024 models onto the market.

The 2024 Harley-Davidson registrations show that the market remains competitive. Despite challenges such as the Euro 5+ standard and expiring models, 2025 opens up exciting perspectives with new opportunities and potential customers from the KTM camp.

Harley-Davidson in focus

Market share and approvals

Harley-Davidson reaches 6,836 registrations by November. The market share fell from 5.27% in the previous year to 4.79%. This shows the manufacturer's challenges in an increasingly competitive market.

Challenges and opportunities

• Availability of new models: The late introduction of new models affects sales figures at the beginning of the season.
• Competitive pressure: Brands such as BMW and Kawasaki offer early available models that establish themselves in the growing adventure and touring segment.

Top models from Harley-Davidson

The top 10 models from Harley-Davidson in Germany

The current figures up to and including December 2024 show which models were particularly in demand. December provided additional impetus for some models, but is considered separately here.

  1. Street Bob 114
    • 724 registrations (Jan-Nov), 879 total registrations (+33.6%)
    • Market share: 10.1%
    • Strong sales figures throughout the year, with a significant boost in December (155 units).
  2. Street Glide (New Model)
    • 507 registrations (Jan-Nov), 758 total registrations (+75,700% new launches)
    • Market share: 8.71%
    • An impressive rise, boosted by high registrations in December (251 units).
  3. Breakout
    • 459 registrations (Jan–Nov), a total of 681 registrations (+25.9%)
    • Market share: 7.82%
    • A strong classic that gained further momentum, especially in December (222 units).
  4. Fat Boy 114
    • 475 registrations (Jan–Nov), total 632 registrations (+22.0%)
    • Market share: 7.26%
    • Stable bestseller, with 157 registrations in December.
  5. Sport Glide
    • 494 registrations (Jan–Nov), a total of 539 registrations (-24.4%)
    • Market share: 6.19%
    • Despite a decline, the Sport Glide remains an actually important model in the Harley portfolio.
  6. Low Rider ST
    • 440 registrations (Jan-Nov), total 530 registrations (-12.1%)
    • Market share: 6.09%
    • Shows solid performance, but could receive new impetus with model updates in 2025.
  7. Pan America
    • 401 registrations (Jan–Nov), a total of 499 registrations (+17.7%)
    • Market share: 5.73%
    • The Pan America continues to establish itself as an adventure bike, with potential for new variants in 2025 could particularly appeal to the sporty KTM clientele.
  8. Low Rider S
    • 358 registrations (Jan–Nov), a total of 466 registrations (+54.3%)
    • Market share: 5.35%
    • An impressive increase, strengthened by high demand and the success of the sporting orientation.
  9. Road Glide (New Model)
    • 314 registrations (Jan–Nov), total 388 registrations
    • Market share: 4.46%
    • A strong new model that grew again in December.
  10. Softail Standard
    • 345 registrations (Jan-Nov), 345 registrations total (+55.4%)
    • Market share: 3.96%
    • The Softail Standard remains a favorite with its minimalist design.

ModelAdmissions 2024Change %Market share
Street Bob 114 879+33,6 %10,1 %
Street Glide758+75.700 %8,71 %
Breakout681+25,9 %7,82 %
Fat Boy 114632+22,0 %7,26 %
Sports Glide539-24,4 %6,19 %

Conclusion

The registration figures up to and including November 2024 show solid growth of +12.9% compared to the previous year. December brought with it a special dynamic due to the Euro 5+ standard with 1,860 registrations.

The Street Bob 114, Street Glide, and Breakout have proven to be the strongest models, while models such as the Sport Glide and Fat Bob 2025 are facing a possible realignment.

Harley-Davidson can continue to make a strong impact in the highly competitive market, but to do this they need to focus on their actual strengths.

What are the strengths of the Harley-Davidson brand?

Harley-Davidson's greatest strength undoubtedly lies in its unique community. The customers are not only extremely loyal, but also have remarkable purchasing power. What sets Harley-Davidson apart are the events around the world - no other manufacturer can offer anything comparable. Despite numerous attempts by other brands to build something similar, Harley-Davidson remains unmatched. In addition, the Harley community is known for its willingness to travel internationally, a characteristic that cannot be found to this extent in other brands.

An often underestimated strength is the strong worldwide network of authorized dealers. Although some markets were left as part of the strategic realignment, a look at the dealer map in Germany shows how well the brand is regionally positioned. The dealer structure is designed so that Harley-Davidson is available in the immediate vicinity for most customers - a clear advantage over the competition.

MonthAdmissions 2024Admissions 2023
January197152
February456312
March1.020895
April810711
May881752
June730644
July608501
August476389
September441358
October461369
November761574
December1860606

Harley-Davidson on course for growth from 2026

The German motorcycle market continues to offer potential. With the right strategy, Harley-Davidson can return to growth and maintain its position in the premium segment. However, I don't see this step until 2026, when it is expected that Harley-Davidson will really go full throttle to regain its lost market share.

Harley-Davidson operates in a dynamic marketplace where innovation and speed to market are critical. The decline in is a warning to strengthen the market position through targeted measures.

Outlook 2025: Opportunities and challenges for Harley-Davidson in the German motorcycle market

2024 ends with mixed results for Harley-Davidson, but 2025 promises to be a year of strategic realignment and exciting developments. New models and market opportunities could put the manufacturer in a stronger position - especially in a market environment characterized by changes such as the bankruptcy of KTM and the introduction of the Euro 5+ standard.

New opportunities through KTM bankruptcy

KTM's bankruptcy creates room for Harley-Davidson to attract customers looking for adventure and naked bikes. The Pan America in particular could benefit from this market shift as it represents an alternative for KTM riders looking for strong off-road performance.

New models: Pan America 2.0 and more

Harley-Davidson is reportedly planning a new variant of the Pan America that will be more geared toward street use. This model could position itself as a disguised naked bike and impress with the power of the Revolution Max motor. It is billed as a sporty hybrid between the current Pan America and the long-awaited Bronx model.

Challenges posed by the Euro 5+ standard

From 2025, the Euro 5+ standard will come into force, meaning that motorcycles without this certification will not be able to receive new registration. This presents Harley-Davidson with the task of keeping existing models on the market through daily registrations until the end of 2024.

On January 23rd at 5:00 p.m. Harley-Davidson will introduce the 2025 model year.

Text & image credits: Harleysite Source: KBA/IVM As of: January 8, 2025


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Harley-Davidson between dealer data leak and share price loss

Harley-Davidson under pressure due to dealer data leak and share price loss

A brief overview of the article: Harley-Davidson itself is not directly affected by a cyber attack, but a data leak at a US dealer caused confusion. In addition, a report from Morgan Stanley only highlights hypothetical takeover opportunities without suggesting any concrete plans or discussions. The brand remains independent, even though it was mentioned in a report about potential targets.

Harley-Davidson between dealer data leak and share price loss

Harley-Davidson , the legendary American motorcycle brand, is currently facing significant challenges. A recently announced data leak and a falling share price are currently putting the company in the headlines. as I researched, it was not Harley-Davidson itself that was affected by the data leak, but rather the dealer Appleton Harley-Davidson

The data leak at the Harley-Davidson dealer Appleton

At the end of December 2024 it was announced that the Harley-Davidson dealer had fallen victim to a significant data leak. The hacker group “888” claims to have stolen sensitive customer data and published it on the dark web. Thousands of customers could be affected by this incident. 

Particularly explosive: The data is said to come from Appleton Harley-Davidson, a renowned dealer of the brand. According to a 2024 study by IT security company Kaspersky, 43% of all cyberattacks were targeted at small and medium-sized businesses (SMEs). Such companies often underestimate the risk of being targeted by hackers and invest less in cybersecurity.

Hackers are also targeting small businesses

A study by Allianz Insurance also shows that 60% of affected small businesses have to close within six months of a serious cyber attack. This makes it clear how important preventative measures and quick response plans are for retailers and companies of all sizes, which can basically be applied to all other companies.

You probably didn't expect to be the target of a hacker attack - but hackers also specifically attack vulnerabilities in partner and dealer networks in order to gain access to larger data pools.

Dangerous backdoors: risks posed by third-party software

It becomes particularly problematic when companies use third-party software without knowing the full security risks. So-called “backdoors” are often integrated into such programs – actually intended as access for maintenance purposes or software updates.

A report from the Ponemon Institute shows that 56% of companies that use third-party software do not have a complete overview of their security protocols. This makes not only the direct IT infrastructure vulnerable, but also networked devices such as vehicles, which are increasingly being controlled digitally. However, this affects the entire industry and especially the automotive industry; it is not a specific problem for motorcycle manufacturers.


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Falling share price

In parallel to the data leak, Harley-Davidson recorded a significant decline in its share price. After the publication of the quarterly figures in November 2024, net profit fell by around 24 percent to $199 million, which led to a noticeable decline in share price.
Current price data shows that the share reached a new 12-month low of 28.61 euros on December 20, 2024. Compared to the annual high of 40.42 euros on March 28, 2024, this represents a decrease of almost 29 percent.



Causes and effects

The combination of the data leak and the disappointing financial figures could affect customer and investor confidence in the brand. Harley-Davidson is also facing weakening demand, particularly in North America, which led the company to lower its full-year 2024 sales forecast.

The Go Woke company strategy , which made headlines last summer, especially in the USA, is certainly responsible for this. In Germany, the scandal only received very brief attention in the mainstream media on this topic. According to the Harley-Davidson statement, the topic: “Diversity, Equality and Inclusion (DEI)” has ended since April 2024.

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Is Harley-Davidson a takeover candidate for Morgan Stanley?

Excerpted from the New York Post, January 2, 2025. “Most recently, Nissan Motor announced in December that it would scale back its diversity initiatives after “productive discussions” with Starbuck. Other major red-state employers like Tractor Supply, John Deere, Harley-Davidson and Walmart scrapped their diversity initiatives last year.” Link to full New York Post article.

Another interesting Morgan Stanley post on Barron's

The article examines the possibility that companies, including Harley-Davidson , could become targets of buyers in a resurgent wave of mergers and acquisitions (M&A). Here are the most important points summarized and explained in connection with Harley-Davidson:

Background: Resurgence in mergers and acquisitions

Market situation : After a sharp decline in M&A activity in 2022 (due to high interest rates and a weaker economy), there is a recovery in 2024. Global transaction volume is now around $4 trillion (compared to $6 trillion at the 2021 peak).

Better conditions : The US Federal Reserve has lowered interest rates, making takeovers cheaper. At the same time, the economy is growing and companies are more optimistic about the future.

Selection of potential takeover candidates

Criteria : Morgan Stanley identifies smaller capitalization companies that are attractive for acquisitions. Such companies are often bought at a premium to the current share price, which can be interesting for investors.

Harley-Davidson in focus : Harley-Davidson is among the companies listed that could potentially be takeover targets. Its market cap is under $7 billion and its share price has increased at times over the last year.

Why Harley Davidson?

Heritage brand : Harley-Davidson is a well-known name worldwide, but in recent years it has struggled with challenges such as declining sales and an aging target group.

Attractiveness to buyers : An acquirer might seek to modernize the brand, reach new audiences, or create synergies with other business areas.

No concrete rumors : The article emphasizes that there are currently no concrete takeover rumors. Harley-Davidson is only mentioned as a potentially attractive candidate in a favorable M&A market.

Link to full article on Barron’s

Conclusion

Harley-Davidson faces the challenge of regaining the trust of its customers and investors. Current developments illustrate the need to react flexibly to market changes in order to secure the future of the brand.

I don't expect any groundbreaking highlights for the 2025 model year, but there are indications that Harley-Davidson is becoming sportier - some leaks suggest this. The ST segment in particular seems to be in focus as there is demand for sporty tourers, at least in our market. When it comes to cruisers, a Low Rider S with a 117 output performance engine could surprise us. It will be particularly interesting to see whether new controls or cockpit systems – similar to those of the Sportster S – will be integrated.

On January 23, 2025 at 5:00 p.m., Harley-Davidson will present the new products for the 2025 model year. It remains to be seen whether they will strike a chord with customers and whether the models can be delivered in time for the start of the season.

Text: Harleysite


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The Harley-Davidson model year 2025

Harley-Davidson unveils select 2025 machines now available at authorized dealers worldwide

More new HD bikes will be presented on January 23rd
 
presenting selected models from its 2025 portfolio
 
on the HD.com These machines are now available from authorized dealers worldwide. The Motor Company also announces Harley-Davidson Factory Custom Paint & Graphics, a new program of custom paint and graphics that will be available on select 2025 bikes. Grand American Touring
Harley-Davidson has always built motorcycles for long distances, constantly developing comfort, performance and technology. This also applies to the Street Glide, the Road Glide and the Road King Special in 2025.

Trikes
H-D Trikes are an attractive option for anyone who prefers a vehicle with three wheels instead of two. The Freewheeler and the Tri Glide Ultra are also on the market for the 2025 model year.
 
Harley-Davidson Factory Custom Paint & Graphics
With this program, Harley-Davidson offers particularly high-quality paint and graphics for selected models to all customers who appreciate a unique color scheme. When ordering through an authorized dealer, Harley-Davidson applies a Factory Custom Paint & Graphics finish to those components that are installed during assembly of the motorcycle.

This means the customer receives their new bike with an exclusive look and unusual graphics. Of course, the full guarantee remains unaffected. The customer also saves money and does not have to forego the motorcycle while a special paint job is applied by an external company.
 
In 2025, three Harley-Davidson Factory Custom Paint & Graphics variants will be available for certain models. Each livery features a black tank medallion with chrome accents against a pearlescent purple or orange background.
 

Firestorm is the answer to the custom trend of painted flames. For the 1980 Wide Glide, Harley-Davidson offered a factory Flames paint finish for the first time - a look that was revisited several times and most recently caused a sensation on the 2011 Wide Glide. Firestorm finishes are characterized by an inward fade effect, also known as ghost fade. Because the color of the flames is paler than the base coat, certain angles and lighting make the flames stand out, while from other perspectives they remain subtly in the background. Firestorm is available in two tones.
 
o Midnight Firestorm is a dark Flames paint job on a Vivid Black base with Ghosted Flames that appear to glow like coal from within.
o Whiskey Firestorm creates a very deep orange tone with an additional internal lacquer layer with ghosted flames in Ember Sunglo that create an optical glow in lighter, orange tones.

Additional 2025 bikes, including the 26th edition of the limited-edition Custom Vehicle Operations (CVO) collection, will debut
HD.com Mystic Shift has the properties of a flip-flop polish, the color characteristics of which change under different viewing angles. It changes from dark gun metal to purple and blue to almost orange tones. The effect can be particularly admired when you circle the motorcycle in sunlight. Harley-Davidson will unveil the new 2025 Harley-Davidson models on January 23, 2025 at 5:00 a.m. CST!

Text & image credit: Harley-Davidson 2025


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Joan Pedrero rides the Harley-Davidson Pan America 1250 through the desert in the Africa Eco Race 2025, surrounded by sand dunes and clear skies.
Pedrero on Harley-Davidson at the Africa Eco Race 2025

JOAN PEDRERO AGAIN PARTICIPATES IN THE AFRICA ECO RACE ON HARLEY-DAVIDSON

In 2025, the Spaniard will also be on the trail of the legendary Dakar Rally for the US brand

FRANKFURT (December 20, 2024) – Harley-Davidson will be back at this year’s edition of the Africa Eco Race. The annual international rally raid - like the Dakar Rally in the past - takes place mainly in North Africa and is considered one of the most demanding rallies in the world. Once again, Harley-Davidson will be represented at the Pan America 1250 with top rider and Dakar professional Joan Pedrero.

Joan Pedrero
Joan Pedrero

The Africa Eco Race 2025 starts on December 28, 2024 and runs over 5,903 kilometers through the rugged landscapes of Africa before ending at Lac Rose in Dakar on January 12, 2025. Harley-Davidson is taking part in this race for the second year in a row. Debuting in 2024, Pedrero made a splash by securing first place in the Maxi Trail category and finishing 25th overall.

His machine, the HD Pan America 1250, an exceptional adventure touring bike that combines the long tradition of the US brand with the latest technology, made a significant contribution to this success. It is powered by the Revolution Max 1250 and has already demonstrated its performance, endurance and reliability at the Africa Eco Race 2024. On his almost standard machine, Pedrero mastered the extremely difficult route, achieved a remarkable success and underlined the performance of the Pan America 1250.

Joan Pedrero will now compete on the same machine, further cementing the adventure touring bike's reputation for robustness and reliability in extreme conditions.

En route from Monaco to Dakar, the Africa Eco Race 2025 will present participants with numerous demanding challenges, ranging from rocky mountain trails to towering desert dunes. For Harley-Davidson, the event is more than just another race in two ways, as it showcases the performance of the Pan America 1250 and at the same time reflects the spirit of the brand, which stands for freedom and adventure.

All HD fans who love adventure can follow Joan Pedrero's impressive trip through Africa by following the US brand on social media, where the Pan America 1250 will be seen in action in the form of news and video clips.

Text & image credit: Harley-Davidson


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Harley-Davidson Regensburg closed for the time being

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Harley-Davidson Regensburg: Closed for now - decisions with an eye on the future

Sometimes entrepreneurs have to make decisions that are not easy, but necessary. That's exactly what happened at Harley-Davidson Regensburg . The news that the location is closing for the time being came as a surprise to many - but one thing is certain: it is not an insolvency, but rather a business realignment.

When things don't fit between employees and owners

As a reliable source confirmed to me, there were differences within the team and management. If the chemistry and sales between employees and owners are not right, sooner or later this will lead to challenges that put a strain on the company. In such cases, companies have no choice but to make decisions that can and often have to be drastic.

Thomas Heavy Metal Bikes , the group of companies to which Harley-Davidson Regensburg belongs, has decided on such a step. Anyone who takes a look at the corporate structure at North Data will quickly see that this is not a struggling company, but rather an organization that invests heavily and remains able to act even in difficult times. It was only in the spring that a high six-figure sum was invested in the Regensburg location. But if the numbers are not correct, action must be taken – no matter how difficult it is.

Not bankruptcy, but a new start

When I asked, it was confirmed to me that all ongoing customer orders would continue to be processed. So it's not like everything suddenly stops. Rather, a new direction is being worked on in the background. A clear cut is now necessary to make the company sustainable in the long term.

The decision to close the location for the time being is a sign that the company is not going to continue at any cost, but is prepared to solve structural problems. In today's world, when markets are more dynamic and requirements are more complex than ever, no company can afford to stick to inefficient structures.

A look at other locations

A comparison with other Thomas Heavy Metal Bikes branches shows that things can be different. Let's take Schwarzach: I only hear positive things from the community here. Customer friendliness is very important and the team shines with commitment. Anyone who requests an offer for a new vehicle here will receive a prompt response.

This shows that it is not always just the Harley-Davidson brand or external circumstances, but often the internal structure and the lack of customer friendliness required. If parts of a team do not match the needs of the brand, frictional losses arise that can slow down the entire operation. And at a time when customers place the highest demands on service and advice, no company can afford such weaknesses.

Information from the community

I also received information from the community that raised questions. You write to me diligently if something doesn't fit somewhere. What went wrong in Regensburg? Why couldn't the site's potential be fully exploited? One thing is clear: if employees don't actively participate, things will be difficult. The Harley-Davidson brand stands for passion, quality and lifestyle - this must also be reflected in the work of a team.

Harley-Davidson Regensburg
Harley-Davidson Regensburg closed for the time being 178

Location with potential

Anyone who has ever taken a look at the light-flooded Harley-Davidson Regensburg showroom knows that it is one of the nicer locations. The property has everything it needs to attract customers. It would be a shame not to use this potential.

The decision to temporarily close shows that Thomas Heavy Metal Bikes is ready to bring out the “big broom” when necessary. With additional locations in Dresden, Leipzig, Chemnitz and Schwarzach , the company has shown that it can successfully the Harley-Davidson lifestyle . So why not in Regensburg too – with the right structures?

What the future brings

I expect more information about the realignment of the location in the next few days. One thing is certain: Harley-Davidson Regensburg is not finished. Rather, it is a business break to reposition the location. It remains exciting to see how the situation develops.

One thing is certain: now all we have to do is make the right decisions and implement them.

Sometimes the path forward requires a clear cut - and that seems to be the case here.

At the moment, inquiries and everything related to Harley-Davidson are handled by Harley-Davidson Schwarzach .

Text: Harleysite, Volker Wolf


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Crisis at HOT-STUFF Harley-Davidson Salzburg

Insolvency shock at HOT-STUFF Salzburg! Harley-Davidson authorized dealer submits own application.

As I heard today, an application for insolvency was filed against HOT-STUFF Handels GmbH , better known as the Harley-Davidson authorized dealer Harley-Davidson Salzburg. A shock for the community, which has always been able to rely on a strong partner for Harley-Davidson. But what does that actually mean exactly?

The bankruptcy was filed as a self-application . This usually means the following:

AKV-Europe, the insolvency application was filed by the company itself, in this case by HOT-STUFF Handels GmbH.

• The company thereby acknowledges that it is insolvent (no longer able to pay outstanding invoices) or is over-indebted (debts exceed its assets).

• A self-filing often signals that management is trying to handle the insolvency in an orderly manner in order to minimize damage to creditors and employees.

HOT-STUFF at the European Bike Week 2022 at Lake Faaker See
HOT-STUFF at the European Bike Week 2022 at Lake Faaker See

This move suggests that the company is trying to resolve the situation in a transparent and orderly manner rather than moving on and making things worse. Nevertheless, the opening of bankruptcy proceedings is a clear indication that a direct restructuring is not being sought, but that the company is likely to be wound up.

HOT-STUFF Salzburg will remain closed until December 14th

The Harley-Davidson store in Salzburg has been closed since December 7th and the doors will remain locked until at least December 14th. Further information about the future of the company will follow on this day. Until then, it remains unclear what will happen next for HOT-STUFF Handels GmbH .

This is bitter news for many Harley fans in the region. HOT-STUFF Salzburg was not only a dealer, but also an important contact point for the Harley-Davidson community.

One of the most pressing questions concerns the company's online shop. Many customers wonder what happens to outstanding orders placed before the bankruptcy filing. So far there have been no official statements about this, which further increases the uncertainty. I assume that the shop business was completed prior to the application, but clarity will not be available until December 14th at the earliest.

Now the question is what happens next. Will the company turn around? Or are we seeing the end of a well-known dealer? Until then it's a matter of waiting - both for the Harley community and for affected customers.

I'll keep you updated as soon as there are new details. 

Text & image credits: Harleysite / Volker Wolf

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Harleysite Biker-Talk-Livestream

Harleysite Biker-Talk Livestream Sunday February 2, 2025 from 7:00 p.m. ...
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Harley-Davidson models for the A2 driver's license 2025

Harley-Davidson and the A2 driver's license: These models are suitable in 2025 and ...
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The Harley-Davidson dealers of the year

Team photos from HD Staalfabrik, Rostock ...
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Benzing talks in the live stream on YouTube

Benzing talks in the live stream on YouTube Sunday evening on YouTube - Benzinge Tressions ...
A Motorcycle with a Bright Light

Harley-Davidson News 2025

Harley-Davidson 2025: New Street Glide Ultra, Pan America 1250 St ...
A Motorcycle Parked on the Side of a Road

Harley-Davidson presents 2025 models – a first insight

Harley-Davidson models 2025-the highlights at a glance in the ...
The chaos surrounding the model presentation

Harley-Davidson 2025 and the chaos of the model presentation

Confusion about the 2025 Harley-Davidson models – When will finally happen...