Although motorcycles may seem a bit rebellious and even dangerous, they embody the American spirit.
In many ways, Jon Bon Jovi had it right when he compared motorcycles to horses in his band’s song “Wanted Dead or Alive.”
“Cause I’m a cowboy and I ride a steel horse” may be a simple lyric, but it connects the cowboy spirit to the modern environment.
Bon Jovi hasn’t revealed the brand of the bike he’s riding, but it’s hard to imagine it isn’t a Harley Davidson.
“Harley-Davidson unites people around the world deeply, passionately and authentically,” shares Web Bike World. “From town to town and country to country, its ideals of freedom and self-expression transcend culture, gender and age.”
This brand image is something the company really focuses on.
“In 1903, in a small shed in Milwaukee, Wisconsin, four young men ignited a cultural wildfire that spread across regions and generations. Their innovation and imagination for two-wheeled vehicles sparked a revolution in transportation and lifestyle that made Harley-Davidson the most desirable motorcycle and lifestyle brand in the world,” the company shares on its website.
This has largely been the case for more than a hundred years, but times and tastes change.
Hivelr said Harley’s marketing and relationship with customers are based on a few simple principles.
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Heritage and Heritage: Founded in 1903, Harley-Davidson has built brand recognition for more than a century, making it synonymous with the cruiser motorcycle segment.
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cultural presence: The brand is associated with adventure, masculinity and non-conformism and has appeared in Hollywood films such as “Easy Rider” and “Terminator 2.”
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Marketing and Licensing: The Harley-Davidson name extends beyond motorcycles, with branded apparel, accessories and collectibles helping to increase brand awareness and loyalty.
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Quality craftsmanship: The brand is known for its heavy-duty cruiser motorcycles that are made from premium materials and have a unique hand-crafted feel.
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Customization and personalization: Harley-Davidson offers a wide range of customization options, allowing riders to personalize their bikes and enhance their emotional connection to the brand.
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Durability and longevity: Harley motorcycles are built to last and are often passed down from generation to generation, enhancing the perceived value of the brand.
While tradition and a loyal fan base help, strong brands can still face difficulties.
“Across the U.S., Harley-Davidson dealers are closing their doors to customers. From San Francisco to Kewaunee, Illinois, to Titusville, Florida, long-standing stores have announced their exit, with some giving no reason for closing,” Jalopnik reported.
Even long-established dealerships have had their share of closures.
Revzilla reports: “Examples are scattered across the country, from San Francisco Harley-Davidson (originally founded by AMA Hall of Famer Dudley Perkins before closing after 110 years) to New York Harley-Davidson closing. It’s not just dealers in high-cost urban areas. Dealers have closed in Illinois, Ohio, Wisconsin, Minnesota, Colorado, Wyoming, Florida and elsewhere.”
More retail:
Jalopnik said the brand’s woes date back to the coronavirus pandemic, “when demand grew and supply lagged, and dealers made money. Limited inventory meant bikes were sold at full price and discounts all but disappeared”.
“Harley’s retail network is consolidating into fewer, larger operations, which could be a sign that the company is in big trouble. George Gatto, chairman of the NPDA Harley-Davidson Dealer Council, said it’s simply because dealers aren’t making money,” the automotive website shared.
Harley-Davidson did not release a list of dealers to close, but local media reported many of the closures.
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Miracle City Harley-Davidson, Titusville, FL: Close (permanently) September 1, 2024.
Source: Florida Today -
New York City Harley Davidson Long Island City, New York: Close (permanently) September 28, 2024.
Source: Power Sports Business -
Dudley Perkins/Century-old San Francisco Harley shop (traditional dealer): Will close in 2024 A long-standing, family-owned dealership has suddenly and dramatically closed.
Source: Jalopnik -
Rosemount Harley-Davidson (Windy City Area): Planned to close/merge (consolidate into nearby stores) by the end of 2024.
Source: Power Sports Business -
Hideout Harley-Davidson, Joplin, Missouri area: Announced permanent closure (late March 2025).
Source: Power Sports Business -
Highland Harley-Davidson, Frederick, CO and Cheyenne, WY (two locations): In July 2025, the permanent closure was announced after 25 years.
Source: Power Sports Business -
Vreeland’s Harley-Davidson, Bloomsburg, PA: Close (permanently) September 30, 2025.
Source: Power Sports Business -
Additional minor/localized permanent closures recorded in 2024-2025: Multiple local reports and trade channels have documented more single-dealer closures (examples cited in trade media).
Source: Jalopnik, Revzilla
Many Harley-Davidson dealers have closed in recent years.harley davidson
CEO Artie Starrs acknowledged the brand’s struggles in its third-quarter earnings report.
“While retail sales continue to face challenges, I am truly energized by the experiences I have had with the company, our dealers, and the broader rider community. While we still have a lot of work to do, our success starts with our dealers—and when they thrive, Harley-Davidson thrives,” he shared.
The CEO plans to lean on the brand’s heritage as it moves into the future.
He added: “Going forward, we will focus more on key drivers of sustainable growth: strong and profitable dealers, enhanced passenger connections to our brands, locally relevant marketing and capital efficient growth.”
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Diluted earnings per share were $3.10
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Global motorcycle retail sales fell 6% from the previous year
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HDMC revenue increased by 23% over the previous year
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Global motorcycle shipments increased by 33% over the previous year
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HDMC operating margin is 5.0%
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Global dealer inventories fell 13% compared to the end of the third quarter of 2024 as the company continues to prioritize reducing global dealer inventories
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New or increased tariffs implemented in 2025 will have an impact of $27 million in the third quarter of 2025
The company said: “Global motorcycle retail sales fell 6% year-on-year in the third quarter, reflecting continued weak demand due to poor consumer confidence, higher relative interest rates and inflation concerns. North American retail results fell 5%. International retail results fell 9%, with Europe, the Middle East and Africa performing weaker than Asia Pacific, while Latin America experienced modest growth.”
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This article was originally published by TheStreet on December 2, 2025, and first appeared in the Retail section. Click here to add TheStreet as your preferred source.
