Simpsons did it

Harley’s brand image and its classic connotations in the popular conscience aren’t in line with what younger generations prioritize or aspire to. Harley has been trying (with mixed results) for a couple decades to introduce modern technologies and designs that many “purists” often decry, but can expand the brand appeal. Harley has been talking about an electric motorcycle for awhile but in their words “if it made sense for the brand.”

To many younger kids- the name just isn’t worth the premium for a brand that is primarily made on image but lacks the on paper features and performance of cheaper alternatives. Harley is working to stay relevant as the last “easy riders” ride off into the sunset and customers who didn’t grow up around the brand have no significant or compelling reason why they should buy a bike at a premium for a name that doesn’t mean much to them.

*that isn’t to say Harley’s are bad bikes- and like many things- in the real world it isn’t about the absolute metrics or in paper numbers but various things offer different experiences and riding a Harley is NOT like riding a sports bike or a Honda Rebel etc. I enjoy more analog automobiles that offer a more “visceral” or “mechanical” feel for example. A 2019 Nissan GTR is a fast car but I don’t enjoy driving them- it’s too much of a “space ship” that does the work for me. An old MG isn’t near as fast but they are a hoot. Different strokes and all that. I’ve spoken of PERCEPTIONS of Harley- not my opinion or fact.