Harley's Strategic Direction Evolves to Address Consumer Preferences, but Demand Remains Lackluster
Wide-moat Harley-Davidson continues to fight headwinds, including a shrinking core market, changing consumer preferences (it's launching lower-priced and differentiated bikes in response), and rising input costs. The business is attempting to adapt, keeping its 2027 goals of capturing 2 million new riders in the United States (which we view as unlikely), expanding its international business to 50% of the mix (possible), and launching 100 new high-impact motorcycles profitably (probable). The fir...Harley-Davidson is the parent company of Harley-Davidson Motor Company (HDMC) and Harley-Davidson Financial Services (HDFS). The company's segments are: Motorcycles and Related Products, which consists of HDMC that designs, manufactures and sells Harley-Davidson motorcycles as well as motorcycle parts, accessories, general merchandise and services; and Financial Services, which consists of HDFS that is engaged in the business of financing and servicing wholesale inventory receivables and retail consumer loans, primarily for the purchase of Harley-Davidson motorcycles. HDFS also provides motorcycle insurance and protection products to motorcycle owners.
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