Although they may seem a little rebellious or even dangerous, motorcycles speak to the American soul.
In many ways, Jon Bon Jovi was right when he compared motorcycles to horses in his band’s song “Wanted Dead or Alive.”
“Because I’m a cowboy, on a steel horse, I ride,” may be a simple song, but it encapsulates the cowboy ethos in a modern setting.
Bon Jovi has yet to name the brand of his cowboy ride, but it’s hard to imagine it not being a Harley Davidson.
“Around the world, Harley-Davidson unites people in a deep, passionate and authentic way,” shared Web Bike World. “From city to city and country to country, its ideals of freedom and self-expression transcend culture, gender, and age.”
That brand identity is what the company really leans on.
“In 1903, in a small shed in Milwaukee, Wisconsin, four young men lit a cultural wildfire that would span geographies and generations. Their invention and imagination for what was possible on two wheels sparked a transportation revolution and a lifestyle that made Harley-Davidson the most shared lifestyle brand and motorcycle company in the world. Website.
That has largely been true for over 100 years, but times and tastes change.
Harley’s marketing and relationship with its customers is based on a few simple principles, according to Heavler.
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Inheritance and Inheritance: Founded in 1903, Harley-Davidson has built over a century of brand recognition, making it synonymous with the cruiser motorcycle segment.
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cultural presence: The brand is associated with adventure, masculinity and non-conformity, and has been featured in Hollywood movies such as “Easy Rider” and “Terminator 2”.
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Merchandising and Licensing: The Harley-Davidson name extends beyond motorcycles, with branded apparel, accessories, and collectibles contributing to brand awareness and loyalty.
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Premium craftsmanship: The brand is known for its heavyweight cruiser motorcycles, which are made of high-quality materials and have a distinctive, handcrafted feel.
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Customization and personalization: Harley-Davidson offers extensive customization options, allowing riders to personalize their bike and enhance their emotional bond with the brand.
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Durability and longevity: Harley motorcycles are built to last through multiple generations, reinforcing the perceived value of the brand.
While legacy and a loyal fan base help, strong brands can still face struggles.
“Across the United States, Harley-Davidson dealerships are closing their doors to customers. From San Francisco to Kewanee, Illinois, and through Titusville, Florida, longtime stores are calling it quits, with some stores giving no reason for their closures,” Jalopnik reported.
These closures have also occurred among traders with deep histories.
“Examples are nationwide, San Francisco Harley-Davidson, originally founded by AMA Hall of Famer Dudley Perkins, closing after 110 years, New York Harley-Davidson closing. And it’s not just dealerships in high-cost urban areas. Dealers have closed in Illinois, Minnesota, Winona. Colorado, Wyoming, Florida and elsewhere,” Revzilla reported.
More retail:
According to Jalopnik, the brand’s struggles date back to the Covid pandemic, “when supply was delayed in the face of surging demand, and dealerships minted cash. Limited inventory meant bikes sold at full price, and discounts all but disappeared,” according to Jalopnik.
“Harley’s retail network is consolidating into smaller, larger operations, which could indicate the company is in big trouble. George Gatto, president of NPDA’s Harley-Davidson Dealer Council, says it’s simply because dealers aren’t making money,” the automotive website shared.
Harley-Davidson does not share a list of closed dealers, but local media have reported several closures.
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Miracle City Harley-Davidson, Titusville, FL: closed (permanently) September 1, 2024.
Source: Florida Today -
New York City Harley-Davidson Long Island City, NY: closed (permanently) September 28, 2024.
Source: Power Sports Business -
Dudley Perkins/Century Old San Francisco Harley Location (Legacy Dealer): Closed in 2024 In the sudden, notable closing of a long-running, family-owned dealership.
Source: Jalopnik -
Rosemont Harley-Davidson (Windy City Area): Planned closure/consolidation announced late 2024 (consolidation at nearby store).
Source: Power Sports Business -
Hideout Harley-Davidson, Joplin, Missouri area: Permanent closure announced (end of March 2025).
Source: Power Sports Business -
High Country Harley-Davidson, Frederick, CO and Cheyenne, WY (two locations): Announced permanent closure in July 2025 after 25 years.
Source: Power Sports Business -
Vreeland’s Harley-Davidson, Bloomsburg, PA: closed (permanently) September 30, 2025.
Source: Power Sports Business -
Other minor/local permanent closures documented in 2024-2025: Several local reports and trade outlets document more single-dealer closings (examples referenced by the trade press).
Source: Jalopnik, Revzilla
CEO Artie Starrs acknowledged the brand’s struggles in his third-quarter earnings release.
“While retail sales remain challenging, I’m really excited about the experience I’ve had with the company, the dealership and the broader rider community. We have a lot of work ahead of us, our success starts with our dealers – when they thrive, Harley-Davidson thrives,” he shared.
The CEO plans to build on the brand’s legacy as it moves into the future.
“Going forward you can expect an intense focus on the key drivers of sustainable growth: strong and profitable dealerships, growing strong connections riders have with our brand, locally relevant marketing, and capital-efficient growth,” he added.
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Delivered diluted EPS of $3.10
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Global motorcycle retail sales fell 6% from the previous year
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HDMC revenue grew by 23% over the previous year
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Global motorcycle shipments have increased by 33% compared to the previous year
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HDMC Operating Income Margin 5.0%
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Global dealer inventories fell 13% compared to the end of Q3 2024, as the company prioritized global dealer inventory reduction.
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$27 million impact in Q3 2025 of new or increased tariffs implemented in 2025
“Global retail motorcycle sales in the third quarter were down 6% from a year earlier, reflecting continued soft demand amid unfavorable consumer confidence, high relative interest rates, and inflation concerns. North American retail performance was down 5%. International retail performance was down 9%, while EMEA was weak,” an experience shared by LAPAC and Latin America companies.
Related: Popular low-price service chain to close 443 locations in 2025
This story was originally published by TheStreet on December 2, 2025, where it first appeared in the Retail section. Add TheStreet as a preferred source by clicking here.
