HARLEY DAVIDSON LOST MY BUSINESS FOR GOOD 

Honda’s slogan was, “ You meet the nicest people on a Honda.” HD’s biggest mistake was going public. The small, locally owned shops were run out of business. Instead the “resort dealer” took over. Priority was given to the shareholders, not customers. Tee shirts are more profitable than actual motorcycles.

Generation X'er here. Like you mentioned, I started on sport bikes but eventually moved to Victory and then a Harley (used). I love my Harley, but I just can't justify spending 30, 40 or 50K+ for a new one that still needs more thousands for "upgrades" to lighting, suspension and engine performance. Just my opinion.

I am 80 years old, Ive been riding for 65 years. Harleys are TOO damn heavy, too expensive to maintain, and I don't give a damn if they go broke.

For me here's what it comes down to, I'm a blue collar guy in my 40's living in NY. HD is just to expensive for me to buy new. I have always had to buy second hand and even then there pricey at times. So I ride around on my carbureted HD's piecing them together to keep them running just to have one. It's a love hate relationship but financially it's all I have to work with.

"You meet the nicest people on a Honda" was their slogan.

As a 46 yr old (Not a RUB) but old enough to be able to afford nicer stuff. I did my research, knew not to start on too big a bike. Really liked the street 750's as a starter bike. Literally got laughed at by the Harley dealership and pushed to a bigger bike that definitely would have been out of my skill level. Until the culture changes on bikes like that and the sportster being womens bikes, a lot of future customers will just go else where. I ended up with a Honda Shadow Phantom 750 as my first bike and never regretted that decision. Looking to upgrade to bigger bike soon and still have a bad taste in my mouth, so I have been looking at Indians a lot lately, especially with the HD service horror stories I have been hearing lately.

I don't know, I'm a boomer and just purchased my first Harley. I always saw them as broken down, leaking oil, ruff riding and loud. Then early this year a friend had purchased a new Street Glide and he talked me into riding it. I really didn't want anything to do with it and why would I. I had a Yamaha FJR1300 and a BMW RT1200. In short, after riding his Street Glide, a few months later I purchased my own. I have to say I feel in love with that bike. I think Harley's problem is that they are pricing the bikes right out of the market and blaming everybody and thing except themself's. Super inflated pricing with quick and easy financing is no longer desirable for this generation. Just my 2 cents.

He has a point. Even someone born in 54 with 50+ years riding on over 60 bikes (5 HDs) can think that Southpark pretty well nailed it.

From what I have seen and heard, a lot of younger people don't even want to get their licenses. Much less any kind of transportation except for 50 cc scooters. No licenses, no registration, and no insurance.

In Europe I can tell you that the prime reason for not buying an Harley is the price, price and price. Taste, culture, comes last

As a millennial, you nailed it on the cheaper transportation. At 24 I got a $6k Suzuki for a commuter. Then at 32, a couple years ago, got a small Kawasaki sport bike for $6k. Perfect bikes that are super reliable and cheap to maintain. Why ever in the world would I pay for a Harley, when I could get a new Japanese bike for a quarter of the price? All that matters to me is being on the road and not being broke, true freedom.

I feel H-D is about conforming- same bike, same clothes , same bars, same rides. Riding with others makes me crazy. I just want to go out alone and enjoy the ride

I’m 44 and have moved away from the crotch rockets to the cruisers. I do believe that the Harley dealers should move to more affordable bikes. I went with the India scout. Looks good and plenty of power👍

I grew up on dirt bikes and I rode Harley Davidson and the real reason I stopped buying Harley is the dealerships these days. I walked into a dealership and you have to literally throw money in there faces to evenget them to talk to me and it makes me sick.

A lot of riders will find an older Harley with reasonable miles on it, something they can afford. There are plenty of good ones out there.

The saying you quoted re Honda is actually, "You meet the nicest people on a Honda". It was a marketing slogan that Honda used in the early 1960's when they first brought their motorcycles to America.

To be honest, Harley isn't the only ones who are having a problem with this generation who wrote this letter, they say we're ruffians but they all need a safe space to retreat to when their feelings get hurt so who's really got the problem here😥

You have to ride what is right for you. Not every biker is going to ride a Harley, not every biker wants to ride a Harley, and that is okay. Personally I love the Kawasaki Vulcans. Always have and always will. I've ridden bikes from every major brand and have found, for me, nothing compares to the feel of the Vulcans. Besides if you think about it whether you ride an HD or a Metric bike it's all the same wind.

RELIABILITY ??? This actually happened to me and my two riding buddies in 1971. If they see this, they will remember. The three of us and their two wives and my girl friend took a trip to Palomar Observatory from San Diego. I and Nancy on my 1965 Pan Head, Charley and wife Marion on a 1969 Triumph 650, and Larry and wife Susan on a fairly new 750 Honda. It was a typical beautiful Southern California day. We were having a wonderful ride until Larrys' Honda began to over heat and seeze up. So we tied a rope to the back of my Harley and wrapped (not tied) it around Larrys' handle bars so I could tow him and Susan. This worked well. But low and behold, a little while later Charleys' Triumph had the same break down. So we tied another rope to the back of Larrys' Honda, and wrapped it around Charleys' handle bars. There we were, my old Pan towing the two of them. We were able to take our time in the mountains, but Interstate 5 was a different story. And it was dark. We had to kick it on up to keep from getting run over. The old Pan performed perfectly without a glitch all the way back to Ocean Beach. That old Pan carried Nancy and I on many trips to the mountains and dessert. I also road it every day to Point Loma Submarine base. It was the only transportation I had. It never once let me down. I took care of it and didn't abuse it. I have had cense then a 78 Shovel, 82 Shovel, 57 Pan, 63 Pan, and a 86 FXSTC Block Head. Several hundred thousand miles later, not once did any of them let me down. This is a honest testament. IN THE WIND

One of the big problems in my opinion is, Harley-Davidson is catering to their stockholders to the point they are pricing themselves out of the market. Yes, People are buying Harleys from the dealership, but alot more are being sold from the private sector, myself included. I retired recently and always wanted a Harley. But, couldn't pay that huge price. I found an excellent bike very well taken care of for $6,200. Since Harley is targeting the millennia sector (imop), is produce an engine capable of producing more Horsepower and liquid cooled. I think alot of the younger people see Harleys as a big, very slow hunk of steel. Change is inevitable, but of course Harley wants to keep the brand alive, then they are going to have to change the bikes and attitudes of people. I Love Harley-Davidson especially the history that comes with it. and love the old school nostalgic look. But I also know they need to change, in order to stay in business.

The image and culture is changing. Less Skulls. Less Flames. Less Flaming Skulls. Less Land Pirate Costumes. Less Willie G

Oh hell, couldn't deal with Harley " culture 40 years ago and I'm 59! I know a lot of righteously cool Harley riders, but I could never deal with social baggage.

I love all motorcycles. Over my lifetime I have bought what I can afford and enjoyed every ride. Finally bought my first Harley when I was 55. I'm now on my third, but it will probably be my last. They have gotten too expensive and I will need to start moving to lighter bikes sooner than later.

The kid is 100% right. I’ve been riding since I was a kid myself and now Harleys for the last 20 years. I love the bike but the culture rubs me totally the wrong way. It’s like some Harley riders are trying their best to look like hoodlums and outlaws. Sure, there are died in the wool thugs and very dangerous people that ride harleys, but come on people. MOST Harley riders these days are professionals and above-average earners in our day jobs. Stop with the ‘look at me I am tough’ mentality and just enjoy the bikes and the rides. The whole ‘we are dirty BIKERS and slobs that’ll kick your ass’ demeanor really doesn’t fly any more.

I've always wanted an HD but chose to buy Honda because of reliability, cost, and similar styling. Reliability has gotten better , cost is still terrible , but was fortunate enough to get a '14 FLHXS on a sweet deal from a used non-HD bike dealership. Very happy with it. Rides like a charm. Doesn't leak any fluids. It took me until 38 years old to finally afford one. Point being , I totally agree with you. Cost of owning one , insuring it , and maintaining it , could easily drop $500-700 per month on someone's head. Most younger kids jumping on bikes already know this , therefore won't even step foot on HD property. Many would like to own one , but see their products as a "maybe one day" dream.

I'm a millennial (1987) I ride a Harley but I also own a Suzuki and Kawasaki. Started on sport bikes. After a bad wreck I made the transition over to cruisers. Started with a used sporty then a Yamaha midnight star. I'm still kicking myself for selling the Yamaha to HD to get an Electra glide. Wish I just bought the HD and kept the Yamaha. Now I'm on an 11 ultra limited. I considered buying the new Road Glide ST and they wanted 15k down and over $800 a month! THATS MORE THAN I PAY FOR A MERCEDES! There's no way I'll ever buy another new HD. HD makes a good bike but not great. Know who else makes a good bike? EVERY MAJOR MANUFACTURER. And I can pick up a BMW at this point cheaper than a Harley. The other brands have more bang for your buck. HD is shooting itself in the foot on a regular. My buddy just dropped $41k on a 131 Harley. Meanwhile I got home yesterday from buying a 2016 Kawasaki with 5800 miles for $4500. Reliability and price point are a huge factor. And by no means am I poor and can't afford a Harley. I'm just not about to waste money simply for a logo.

I am a GenX'er. I am from a family of Harley Riders. I love both Indian and Harley due to their history in our Country. However, I was slightly turned off when Harley catered to Hollywood a while back. I love the feel of running from state to state chasing beers, whiskey, and tacos. I love runs to Yellowstone, Sturgis and Gatlinburg. And most importantly, I don't take for granted the time I get with my riding brothers when we roll out for weeks on end, tent camping and drinking around campfires as we cross the country for no more than to just say we did it. When I'm out on runs, I go from being a 47 year old to being a 16 year old again real freaking quick (along with the small circle of bro's I run with). We do stupid shit and have fun. I don't look at a watch and I don't answer the phone unless its family. If you don't have a bit of FTW in ya, you just won't understand the culture.

Hollywood, remember when Harleys were beautiful. They were just right man. You could take the tank off and step back to look at the bike. It was still great looking even without a tank. You could take the seat off, same thing. Still would look gorgeous. Harley has finally completely ruined their entire line of bikes. Check it out man. Road king and sportster were the last decent looking bikes. Gone. Dyna, gone. Electra glide, gone.

I think Harley has made some awesome moves in the past several years. The M8 motor in 2017 in the baggers. The new softail frame in 2018. Bringing back the Low Rider S in 2020. The Pan America. The Low Rider ST. Road Glide ST. Street Glide ST. The 122, 128, and 131 big bore kits. The new Sportster S (which I’m not personally a fan of but it is a big improvement over the old Sportster in terms of performance). I understand the need to market your product, but it shouldn’t be done at the expense of history, heritage, and culture. Our society has become too fragmented and individualistic. One of the many things I love about Harley Davidson is the camaraderie. When you buy a Harley, you are not just buying a form of transportation, although it is that. You’re also entering into a culture and history that is bigger than yourself. Stay true Harley. There’s legions of fans out here that support you. Ride safe everybody. Rant complete.

Don’t forget a kind of hidden social metamorphosis … When I was a teenager, at the beginnings of the mullet decade, dirt bike was so cool… We grew a little up and move to the big cruiser circus in the 90s and 00s. We liked the road, but miss a little dirt. Then came big reliable ADV bikes. A lot of us wouldn’t resist the appeal of 80/20 riding, moving from the city to the backcountry and back. This is called… best of both worlds. We’ll never go back to the cruiser circus, clowns, acrobats and costumes; we just found back some of our roots and we’re mixing them with (still a lot of) pavement. Midlife crisis? Maybe. A new variation of HD cosplay? To a certain extent, yeah… But ain’t gonna buy any road-only bike anymore, cause a little good old dirt just makes life… wiser.

Young fella at my local dealer was telling me the young kids don't like the forwards he said we wear sneakers and full face helmets. He was trying to convince me that was the new way. I told him with all due respect I'll never be that way. I'm 50 and if we all die out and that style takes over so b it but I ain't changing. Then he went on to ask me how the 80s were he was so fascinated at how crazy n free we were then.

I agree 100% about loud and obnoxious! 95% of HD riders buy the loudest exhaust they can Find! I ride with some, a day next to one at 70-80 mph gets old quick...

I agree with what you said about Harley pricing themselves out of sales. If they had more options in just the $10k price range they would sell a boat load of them.

I'm torn. I bought a pretty sweet used harley at around age 22 and I'm 25 now, so over the last 3 years I have had a blast riding it, but here's the dilemma: Before owning a harley, I would walk around town and absolutely hate the intermittent disruption of a crazy loud exhaust. I would sit at a cafe and we'd have to stop the conversation for a solid minute until a harley was out of earshot. Then I try one myself and it's truly a fun thing, but I feel like a dickhead riding by homes or nice streets in town where I know i'm waking people up or ruining conversations, making babies cry, etc. Then there's all the cultural reasons this guy mentions above. Pile on top of that the all-in cost of a harley- loans, insurance, fuel, parts and labor, registration, etc. It's just as much of a financial curse as a car, except it cannot carry as many people or items as a car, AND you need good weather. Understand this. Every generation since the baby boomers has less wealth and more debt. I was born in 97. Simply owning a reasonable car might be out of the question for people like me and definitely the next generations. I'd be lucky to own a home, let alone recreational vehicles. It's no wonder why the younger market simply cannot justify the purchase, considering skyrocketing prices and all the risks involved in motorcycles in general. Riding a harley around is a truly thrilling, fun and novel experience. But it's just one of THOUSANDS of novel ways to travel. Considering how many other desirable, fun, and most importantly cheap and free options there are for commuters, buying a harley is not on my bucket list. Selling one is, though. If anyone is interested in a 2008 CVO hit me up lol. I'd like to save for a down payment on a home and be a bit more responsible with money.

I just bought a 2014 FLSTFB with less than 5K miles on it for $11k (including a 2 yr extended warranty + wheel&tire, as well as 36 mo scheduled maint). This is my 8th bike and 5th Harley. I could give 2 shits what millennials and lazy-assed Gen-Z's think about the price point. I've also owned several metrics in my 58 years (I'm a Gen-X, right on the cusp of leaving behind the boomer gen), and can say with confidence I'll stick with Harley. I *ALMOST* bought an Indian this time around, but I'm a Harley guy, through and through. This is my first previously owned bike (a garage queen in its previous life), and have no worries about its reliability. Current generations just need to learn to appreciate a thing for what it is instead of constantly whining about "I don't make enough money because I haven't put in the time to increase my value in order to increase my wages" bullsh!t. Rome wasn't built in a day, junior. Put in the time, effort, blood, sweat, and tears, then reap the rewards of the value you provide to the economy and working market. Spoiled, numb-nutted, nit-witted, twat-filters. Two years of lock-downs and government hand-outs have completely ruined any work ethic America HAD, save the Gen-X'ers, Boomers, and those who came before that are still kickin it and makin bank.

The only thing they need to change is the price. I love Harley and won’t buy anything else but just because I’ll drop 23K on a low rider doesn’t mean enough people will. You’re absolutely right too that new sportster should be 10k. I bought my sportster new in 2017 for I think 8k

millennial here, born in 85 raised in the 90s. My father was a biker at a young age, he got an 88 low rider when I was little, and he totaled it 3 months later. Mom didnt allow another bike until 03 100 anniversary came out and he pre-ordered his new super glide. I got that super glide in my garage. its now 20 years old with just under 70k miles. My wife and I enjoyed it but wanted to upgrade to a road glide ultra. Only thing I can barely afford was a 2010 or so around $12k with over 30k miles. So I opted for a 2018 Kawasaki Voyager with only 6K miles for about $12k. Does everything a big Harley does for 1/3 the price. Only thing is I had to upgrade to a Bluetooth adapter for it for under 200 dollars. Already had exhaust and sounds damn good. I'd love a Harley, my dad has a 2019 limited ultra and rides the piss out of it. But he's retired and can afford a 35k dollar motorcycle. I most likely never will. I started on 1100 yamaha virago when i was 18. But the only reason I can afford my super glide was because it was free. I don't under stand why Harley refuses to cater to a younger crowed with more affordable cruisers is beyond me. They only need one or two models and keep them simple but I guess that just wont fly over at HD.

As a "younger" rider, being 28, I found a lot about Harley I did and didn't like. Price was a serious issue. I ended up buying a 2022 iron 883. Shortly after I got the chance to work at a local dealership and I was quickly met with a lot of negatives. Most pertaining to price as any part to customize the bikes are so expensive. I grew up thinking harley was a company built with the ideology of personalization being a focal point. But at easily $100 for something rather generic I was disappointed. Then it became a lack of options. Harley had very limited options for my bike with a lot of the ones I like not being compatible. If I could go back and get a cheaper bike to have the extra money to put into it, I would in a heartbeat. Harley has had members openly admit they are now trying to image themselves as a "luxury" brand. I just don't have the love for the company I used to.

Reliability is the most important thing to me as a motorcyclist. I'm a first time Harley owner who doesn't give a shit about Harley culture. I pray my road glide doesn't let me down because Harley WILL lose my business.

Been riding all my boomer life. I can tell you that I never felt like joining the Harley cult because they were the only riders that would rarely wave back. Love the bikes…hate the attitude.

I'm an Army Vet. Been riding for over 40 years. Started out on a Honda at 18, I'm currently on a 2021 Heritage and absolutely love it. I didn't buy it to look cool ,or act tough, or be a 1%er wannabe. And I've never watched a single episode Sons of Anarchy. I bought the bike because I thought is was a beautiful machine with fewer bells and whistles, and a more pure and simple riding experience. And I wasn't wrong. I'll ride with anyone that loves riding and loves motorcycles. It doesn't matter what they ride. American Bikes, German Bikes, Japanese Bikes whatever. I'm not knocking people in 1%er clubs, or social, or family Harley Clubs. For me it's just to boring when everyone rides that same thing, wears the same thing, has the same rules, and goes to the same places etc. I think Harley might be trying to expand who rides their bikes. Because in the end, it's a business that has to make money. Compared to what Harley produced back in the AMF Days, I don't think Harley is doing to bad. IMHO

I think that the sales never recovered because the twin cam sucked and was not a step forward from the Evo, which was already 25 years behind competitors' designs in terms of not producing multiport, overhead cam heads. Obtaining port velocity while retaining port volume would have been like having our cake and eating it too. Aftermarket companies brought it to light that the single crank journal that drove two pistons rods together was being supported by roller bearings as opposed to the previous Timken bearings. The aftermarket maximized on the opportunity to fill that gap with their welded, balanced, Timken design which provided a way back to gear driven cams. The crappy plastic cam tension guide for chain driven cams was becoming a well-known problem. To add fuel to the flame, the engine design ignored the modern V-Rod motor that with liquid cooling and 500 more cc's would open HD motors to better cam timing and ignition maps due to the predictive liquid-cooled environment of the motor. Who wouldn't want a 1700cc V-Rod in one of the FLH variants? Harley increased its mass manufacturing runnout tolerances It was a slap in the face to technology and anyone with half a brain at this point, but yet still Harley kept raising the prices of P.O.S. designs in the name of "The Purests," Even the gear boxes and compensators suck. Baker has one gear on his main shaft and Harley has four (translation = Clunk) when going into gear. I'm generation X and after spending all the money I had to spend to fix the deliberate de-engineering of the HD, I feel that I was ripped off. "Oh but here's a Screaming Eagle catalog to put the parts that we should have put on your overpriced, air cooled P.O.S. in the first place." Just keep moving that stroke out further to the edge of the flywheel to band-aid a crappy design. The M8 is just an Evo with multiports and mild liquid cooling in the head but too little too late. That's why I won't buy another. Get a Goldwing and save yourself the trouble.

Honda motto was you meet the nicest people on a Honda. Harley-Davidson did not embrace the so-called Outlaw culture up until the '90s which the rich Urban bikers started showing money at them so they can play badass biker at bike night at the local bar. They have promoted the ride to drink drink to ride lifestyle so much it is endemic in the brand and people who want to buy a motorcycle want to buy a motorcycle not a lifestyle. It used to be when you went to a motorcycle party you knew a lot of people there now you don't know anybody's there. There is no camaraderie other than birds of a feather flock together.

When I started riding in 1967 it was all about performance and handling. British at first, then Japanese. Then in 1969 a social upheaval occurred called Easy Rider. Few of us even understood the movie, but those bikes...the look, the sound. We had to have 'em. They weren't fast, they didn't have to be. They weren't comfortable, heck, they weren't even safe. But they were sooo cool. That's when we noticed H-D using the biker image or culture in their marketing, even though Fonda and Hopper weren't "bad bikers" . They were pushers. They were also free, in the wind, enjoying the experience without pressure. And H-D used this ideology brilliantly, IMO. But 50+ years later it's beginning to wear out. Values change. I'm 73 now, and I still ride an H-D FXDB. Again, the look, the sound, nothing comes close. It's not "fast", but it doesn't have to be. I couldn't care less about the beer, babes and bikes culture, I've never even had a beer, and I'm no tough guy biker. Just enjoy the ride.

Hey Insane, 60yo New Zealand rider here. Over the last two decades, I've had 3 new HD's. 2 Road Kings and a Street Bob. The RK's in my opinion, are the business. For the devil to tempt me, all he would have to do, is whisper RK in my ear. The street bob is just full-on lunatic fun. The part of the HD culture I got into, was simply riding with a huge smile on my face. Simple really. Culture is what you make of it. Do I think HD have lost their way? Yeah probably. Here in NZ they treated dealerships very badly. Scale of economies dictate what's possible in small countries like New Zealand. Insisting dealerships become a one trick pony (HD only), was never going to fly. As a result of this aggressive push from HD, a number of decades long relationships between HD and local dealerships came to an end. By the time HD realised it's cock-up, the damage was done. It reverted back to mostly multi-brand dealers albeit, way too late to mend previous relationships. I'm still pissed at HD for this. They have not adapted to a changing market, nor, in my view, are they doing the basics that well. Hell, Indian are at least doing their best to give riders a few options when it comes to price. The Road King has not been on the shelves here for a few years. We get the Road King special, which is about 42k NZD. That's about 27-28k USD. I get that they're premium bikes. But damn, it's getting a whole lot harder to own one. Sorry about the rant. I hope HD can get the formula right again. Keep up the good work bro.

As a 33 year old Harley rider, there’s a lot to unpack here. 1. I don’t ride or go to rally’s with a lot of Harley riders because of the culture. + I’m married so the 🐱 events are not for me. I’m trying to chill and go at my own pace, fast or slow. 2. Harleys are overpriced. Water is wet. I’m young and got jacked on my financing but I agreed to it. Stay educated kids. 3. “He/she dresses like this or that and talks or carries himself/herself like this or that” none of that affects me or how I approach life and I don’t care how people judge me in traffic when they don’t know me. 4. I enjoy and love my Harley. When I see it in the garage, it makes me smile. The year I went without it was painful, ending in dreams about it, obsession and getting it back. The sound, the feel, the look, the smell & a lot of the riders in my area ARE cool and the community IS tight nit. If most of em aren’t for you, someone is. 5. Most of the time, when I do ride with others (few times a year) it’s me and maybe one other Harley rider and everyone else is on other kinds of bikes and let me tell ya, every single time the other Harley rider and I are just chill and cool with people, sending out good vibes and there’s always some rider on some other pos they don’t care about wrecking (and have a few times) doing stupid stuff or acting like a tough guy. Idk if it’s to show off for the group or specifically to show off to us Harley guys but I don’t like it and it’s usually the reminder I need of why I ride alone most of the year. (I maybe go on 6 group rides a year) Moral is, 🗑️ comes in all shapes and sizes. …exists in all groups and makes any amount of money. Culture as a whole is degrading and people are as close minded as ever. Ride what you want and go love someone today. ✌️

I’m a millenial (born in 1985) and I totally disagree. I bought my first Harley last Summer and I love it. Before the Harley, I owned a Vulcan 1500 which was my first bike. Like most folks my age, I thought about going the sportsbike route for first bike but but decided to get a cruiserinstead and I’m so glad I did. This goes to show that most criticism towards Harley from the younger generation are baselesss generalizations and don’t necessarily represent the views of the individual.

Harley-Davidson should bring their prices down to where the metric bikes are and that would make them more competitive and more people would want to buy them. Also have a better guarantee on the bike. Like a full warranty lifetime warranty that will catch everybody's eye

I'm a 68 year old USMC & US Army Veteran, I was ready to buy a new motorcycle this spring, I had $12K in savings for a down payment, I wanted a 2023 HD 750 Street, not avalible. I looked at other HD models, then in May the Bud Light Dylan Mulvaney Beer Can & Budweiser Harley-Davidson Beer Cans, bad timing for HD. I started looking @ other brands & in August I bought a new 2023 Kawasaki Vulcan 900 classic LT, for $10K cash & had $2K for upgrades.

64 years old here, bought my first HD. Been able to afford one for a long, long, long time, but just felt that the value wasn't there. I ended up buying a used Milwaukee 8 107 CI Sport Glide. Wouldn't buy from a HD dealership, they are downright crooked and corrupt. Instead bought from a private party and probably saved myself $4000 to $5500 on a 5 year old HD. Dealerships want $16-$17000 for the 2018 I bought. They try to snatch up every private party used HD they can find. I finally found one for sale used from a Private Party, and it's everything I've ever wanted in a Cruiser, and for a fair and reasonable price. Forks weeped oil on it, 3 HD dealerships said it needed new fork seals for $650. Went to an independent repair shop, said I needed new seals and bushings and it would be $350 to $400. Went online, watched a smart british guy cut up a 1 gallon plastic milk jug with a utility knife to fabricate a tool, and slid it up the forks after carefully wiping everything off of the forks with a soft cloth, and fix the leaking seals. Did the same myself, the milk jug was free. So yeah, I feel Harley Davidson shops are absolutely criminal. Ask the service department to clean your fork seals if they are leaking, and see what they try to charge you for, for repairs, if they even will.

I’m 34 years old. Rode dirt my whole life. Just got my first road legal bike. Bought myself a Honda dual sport, to adventure ride. One of my buddies and i did 135 miles down in berks county PA a couple weekends ago when the weather was spectacular for the season…55° and sunny. Of course every guy and gal that loves to ride was out riding. Big groups, small groups. We passed a chain of bikes, maybe 40 of them, and they were all makes and models, from Harleys to 3 brand new Honda super cubs at the back. I’m a polite person so I wave at every biker, I don’t care what you ride, I just want more guys and gals riding, period. I made a mental note, because not one Harley rider would take their hand off the bars to wave at two guys, one on a Honda another on a triumph. To each their own, but the “you don’t have or ride a Harley, therefore you are inferior or less of a man” mantra was never my cup of tea, and I’m not knocking it. But we passed 100bikes that day, none of the Harley guys could stoop down to our level and give a friendly wave. Who cares what you ride, it’s the feeling the bike gives you deep down in your soul.

if the sporster s was suppose to be aimed at the m's and z's then perhaps HD shouldn't have stuck a higher tag on it than what they even had listed on the stickers of the demos at Sturgis. Its a nice bike and is quicker than most think but if anything should be closer to 10k than closer to 20k honestly. the thing the person failed to realize is that the biker culture isn't the same as their beloved cancel culture by any means. Honestly HD's of being rebellious is more our gen x attitudes of not caring much about the nit picky things. But honestly though the prices I'm sure have the most to do with things going south for HD not to mention their recent lack or reliability to go along with. 19.3k on my motor before the compensator shattered into pieces causing me to replace the whole motor only good thing was it was within the warranty timeframe had it not been I'd been pissed off majorly being the bike wasn't even two years old yet when it blew. Before anyone says and thinks oh need to make sure you change the oil blah blah.. let me say that the bike has had the HD dealership do the maintenance at every point up to where it gave out. In fact it was already setup to go in for its 20k work 3 weeks later but never made it. So yeah HD has to stop with the cheap parts if they are going to be charging premium prices. If they want to use all these plastic and nearly completely unfinished molded parts then they need to lower the prices to be more on set with the quality of what they are putting out lately. Even those with the S have had issues from the start that i've been seeing which i'm sure for a 16k+ bike it shouldn't be having any major issues especially with starting due to some sort of computer glitch. So yeah somewhat agree with them but not on everything.

Well said ! Most millennials don't own a Harley, or even a house ! Many live with their parents, have large debt with the latest cell phone, plus a recreational drug habit.. That is why they want cheap, reliable transportation (who doesn't). Social causes and diversity are their culture with shallow electronic family connections. This seems to be their form of entertainment, drama and rebellion ! Now it is their turn to be the perfect parents and correct the mistakes we made.I would advise them to be committed, accountable and responsible.

I’m a Boomer. I like the culture. I just don’t like the dealers trying to stave off their demise with markups. I can and have afforded everything Harley sells. Never again. No standard heel shifter? Paying $1350 dollars for blacked out bike, then noticing chrome saddlebag latches? No doubt to force you to look at them everyday or give them another $79.99 to replace them! Harley is asking their most loyal customers to bend over to keep them afloat. They don’t even lube you. No, millennials are having a difficult time purchasing a house. $30,000 toys are out of reach. Has nothing to do with ideology!

Even the Indian made Royal Enfield's are reliable now a days. Manufacturing standards have gotten so good that even cheap crap brands are somewhat reliable. And you are right on about the buy American thing. I am a die hard buy American guy, when HD ticked me off I started buying Victory's. But I mention to people at work that I have American made cars and bikes for the "buy American" reason and they look at me like I have two heads.

The biggest problems with Harley is the price of their bikes, performance and quality. I have had many new bikes over the years and currently own a 2019 Fat Boy 114 and 2018 VMax. Of all my bikes, only the Harley’s gave me problems. This will be my last Harley for sure.

Harley executives made a wrong decision when they sided with the runs. From that point on it was all about the money. Priced themselves right out of the market.

I’ve been riding Harley’s for 50 years but I’ve never bought a bike from them, drag raced Harley’s in the 80s. Harley’s came with inherent problems and knowing what they were in the evo I preferred to build my own and bypass the built in upcoming failures, we knew through performance what was weak ! Delkron cases were my favorite.

You hit the nail on the head Brother I actually wrote a letter to the CEO Jochen regarding this and expressed myself exactly as you have taken the time to do!! I got some stickers and a keychain with a Thank you for your interest letter from PR!! Didn't expect anything, but sure do wish that you could actually get some of these things to HD. I own 9 Harley-Davidson motorcycles from a 97 Fatboy to a 2022 Road Glide Special and I love riding for therapy, no youngsters will ever understand that, but I think HD should definitely get to know the culture more, and respect the fact that we can and are willing to pay alot of money for something that is a part of you and you believe in! Thank you for posting this, your a badass!

I love my 94 Evo wide glide but after being turned away for tire replacement because my bike is too old, yet offered trade in for a new one, no thanks I’ll pass on anything that puts a penny in hd’s pocket. Now I am another gen X rider on an goldwing made in America. I figured one day I’d go geezer glide and tour the country but never thought about a goldwing. Maybe I should be thanking them for making me look elsewhere for my riding needs as I age. Now I have an all day comfort, surprisingly powerful,Uber reliable and virtually vibration free bike backed by the nicest people on and of Honda. (Sorry had to say it 😂 ) One thing will never change for me though, American,Asian ,European, whatever we all have the same passion for 2 wheel adventure just take pride in what you ride. Stay safe y’all

I am the Harley stereo type. I’m in my 50’s rode Japanese and German until I could afford nice Harleys. Harley just needs to work on quality to make every one want one and when they can they will buy. I ride all 12 months in Colorado when I can, it is not transportation it is a way of life. Let the used market and other brands fill the gap like they always have and make Harley something you work way up to. Harley just needs to improve an make it worth it.

In the wind is a state of mind. How you get there, doesn't really matter. For me, growing up in Milwaukee, the biker image was pretty hard-core to say the least. When I started learning the value of a hard earned dollar in the late 70s, and started a family in the mid 80s. I realized right away I could have alot more fun for alot less money, if I didn't fall victim to some fantasy motorcycle that broke everytime I rode it over 85mph. Loud pipes and tons of chrome only get you soo far. I'm too performance oriented to ever really want a HD. Any bike can be great if you pour money into it. I just can't ever see spending 25k+ to feel cool enough to hang out. There's quite a few really good bikes being sold for under 15k that will embarrass 95% of anything HD has ever made. I've got 16k into my Triumph Speed Twin with plenty of custom parts since new.

I learned to ride on HD bikes and rode them as a police officer. The last bike I bought was a Yamaha Royal Star touring cruiser. Why? Harley's prices, business practices, and what you get for what you spend, made it an easy decision to walk away from them. That was back in 2007 when I bought the Yamaha. I absolutely love that bike and still have it. It's been on numerous road trips with me and currently has 170k on it. I'm thinking of getting a second bike to help with the mileage duties since the Yamaha is getting up there in mileage yet still reliable as the day is long and more so than any HD I've ridden. With their current status and offerings at the prices, I won't be looking at them. While I'm not a GenX kid (I'm 54) I can afford an HD but for what they want for the 2023 lineup, I refuse to get ripped off. HD doesn't seem to understand that at the prices they want you cannot attract these young folks. They are at the beginning of their careers so they don't make top dollar, may have a wife/husband and kids, and TONS have student loans. The suits at HD simply don't get it and it may well be to the detriment of the company.

The bad boy image would still work if the bikes cost a little bit less. It’d be different if they offered more, like power windshields on their touring bikes, rider modes on their larger bikes 2020 and up and stuff like that. Then the price would be justified. But instead of growing with the times in the features department like every other major company they just change the color choices and jack up the price each year. Hell you’d be lucky to get LED headlights on anything that’s not a special or CVO. Which is ridiculous in 2023

I’m 22 and own a 22 ultra limited. I’ve had a ton of younger riders say shit to me about riding a HD. “ that’s an old man bike” is usually what I’m told.. not that I give a damn lol

You got it spot on, as part of the Millennials age range I can't never justify spending 30K+ on a motorcycle. When I started riding, I started on an old dirt bike and eventually moved up a cruiser, I wanted a hardly but the cost pushed me by a brand new Honda Shadow for 8k, things runs like a Honda zero issues smooth cheap and reliable

I grew up next to a Harley Davidson Store & Shop. My brother was best friends with the owner. It was one of the best memories I have of my childhood! The Harley Davidson Family! Which was everyone that had a Harley, was the coolest people I knew! That taught you respect, manners, loyalty, even Love & Compassion! They had your Back!!! This is TRULY A SAD.... SAD.... EVENT FOR THE HARLEY FAMILY! 😔😤😠😶

I can't speak for the Power Rangers out there on Crotch Rockets, but for me (1981), of course my first bike was a little Suzuki RM80 as a kid. My first "Real" Bike was an '80 Honda CB750, then a Honda Shadow 750 (my first V-Twin). All along the while though, I knew Harley was the Pinnacle, and I would make it to that summit one day. I knew it was going to cost a hell of a lot more, but it never crossed my mind to want anything else. I started riding my buddies '03 Deuce and that was torture on my soul to not have one, but it made me fall in love with the Softails. Five years ago I made that last payment on my '00 Carbureted TC88 Heritage, and I still get a grin every time I swing that leg over. I don't think it's the old man image that the young kids are turned off by. They don't really pay attention to Baggers. They wouldn't know the difference between a 1%er and a Leatherboy from the Village People. I don't think it's the lifestyle either, although they may be turned off by the big boys that won't give them the wave because they're not on a Harley, or shoulder-checks them at the bar in front of their girlfriend. I think, despite the fact that SONS were awesome, ripping around on their Dynas, the Mayans look cool as shit on their Cholos, the extreme Cholo versions, the ViClas, are pieces of art, the REAL reason is that 20's and early 30 somethings love the Hipster culture, so they see the Cafe Racers buzzing around town and that steals all their attention because they can fall in love with vintage Triumphs, Nortons, Royal Enfield's, etc. and it's a "counter culture" to the Big V-Twins rumbling through the streets at night setting off car alarms. Once those 650s and 750s don't cut it, and they don't want to become bumble bees, they'll start looking at the Road Kings and Ultra Glides, or even a Chief for that matter. I could be wrong, but I think that's the issue, sorry for the novel fellas.

I have owned a few Harley and I still have an 883 iron. The first problem Harley went corporate they kind of forgot the friendship thing and it was more about sales the second they dropped the Dyna line and then the sportster evolution line the two biggest sellers. The next is they continue to push for model upgrades and some how forget about expenses and the struggling economy.

Numerous correct positions. Harley has alienated itself in a "bad boy" image for so long. Now a lot of those are riding their CVO's and buying swag and about to kick the bucket. One problem is Harley hasn't had a gradual modernization. They are just now really modernizing their motors. So it's not like they can capitalize on the modern classic idea.

I’m a 70s kid. Raced dirt bikes, still got a garage full of them. then superbikes in 2000 I took a almost brand new super glide sport px on the fastest latest Japanese thing. Only because a local HD dealer said he’d take off me right away. The problem was I quite liked it. It was so unlike anything I’d ever owned it was mostly black with just enough chrome to make the black paint look even better. I sold it to the dealer a few months later. It’s embarrassing but it was pier pressure from my sports bike mates. I said it was embarrassing. I never forgot how good it looked Ive always loved the look of that bikes with twin shocks. Jump forward and I bought a Buell then another and a third. By then I was in a club that all had Harley’s And decided they wasn’t really my thing but if I was going to get one it had to be another DYNA. It was love at first ride. I’ve never spent so much time on a bike. I have a beautiful gloss black Harley sat in my garage. It’s everything a proper Harley should be. Being one of the last of the dyna s it handles superb, brakes are abs with cvo floating disks. It has the big fat stanchions rock solid and the Harley premium Showa shocks, it’s mine, I still don’t like Harley’s but I love mine. The new model’s don’t do anything for me what so ever you can tell me the new ones are a couple of mph faster and if you test one the handling is ever so slightly better. Well I had a M109R before this and if i want all that. there’s a fireblade sat in the garage that does thousands of miles per hour. Corners like formula 1 car. And is smoother and quieter that electric. The point I’m trying to make is most Harley riders like Harley to be Harley’s air cooled a bit shaky and loud. feel the way only a Harley does. I have tried a new ones. Sorry but it makes want to stick with my dyna Lowrider s even more Harley don’t seem to know there own market. The kids can’t afford them. The guys who can like there current bikes better. The buyer in the middle don’t consider a Indian Harley a Harley. So they buy a mint second hand bike instead and I don’t blame them. Harley is scaring all its own customers away. They spend money on the bike they have because there’s nothing in the showrooms for them / me. Cheers

Im 58. I've ridden metric bikes since i was 16. I bought a 2020 Road Glide limited a year ago. I bought a 2015 Roadmaster yesterday. I love them both. My Harley dealership is excellent, fair,and friendly. My Indian dealership is the same. I just don't get all the animosity towards Harley davidson. They are an American for-profit company. They are free to make as much money as they can. I'm happy that people are on two wheels regardless of what they ride.

These young millennials do think like this. My oldest son is 28 and loves HD bikes but can only afford used my youngest son is 23 and thinks like the kid who wrote the article and he rides metric bikes

Most bikers are charitable and genuinely great people to be around. There is always a % that give a bad rep

The un-marketing concept is funny because when I worked in marketing for a H-D dealership we hired those very people. If you cut them they bleed orange and black. We hired the long haired, cut wearin, bearded guys in sales. If you didn't know your Knuckle from your Shovel they didn't want to talk. I was hired on because I knew social media but I was a sport guy at heart. I rode a Buell M2 Cyclone during my tenure there. I was in a meeting where we were talking about the new model roll out and I was shocked. We had an updated radio, an updated rear end for the Tri Glide and new colors on last years offering. That's it! Oh. . . and the Tri Glide update was to fix a known issue.

The Honda slogan was - you meet the nicest people on a Honda. Dad's rode goldwings my entire life. I had a VROD for years and the flak that I got from guys one big twins was obnoxious. I now have a 15 Fatboy that's been bobbed out. I love Harley motorcycles but a good portion of their owners stick their nose up at people who ride anything else, which is very sad.

I'm over 50 & have both a Harley & a couple of Hondas...so far as reliability goes, the Hondas have them beat hands down...but the Harley is actually the better riding bike...but this is my last Harley, if I ever get rid of it, I'll never have another one...I like being able to put the key in & go...put gas in it & ride it...the Hondas do that...the Harley, on the other hand, for a bike with the reputation of being so badass, you sure do have to pet & coddle them to keep them on the road...I'm old & don't like hassles & every Harley I've ever had has given me hassles every time I turn around...if this one wasn't paid for, I'd have already sold it for a Kawasaki Voyager...

I'm 70 YO. I just bought a Honda Rebel 500 after I crashed my Liter bike. I have owned 6 new bikes in my years none were HD's. If HD would make a 500, 750 , 900 CC bike amf price it under 10 grand then with the right advertising I think many young riders would buy HD's. I don't know anyone in their right mind that would pay 20 thousand dollars for a motorcycle in today's economy. I know I'm not that stupid. Now there are folks that make big money that can afford to dole out the cash or can afford the financing; Most of us can not.

You made some very good points about different aspects. What really struck home with me is the changes in our cultures as time passes. I've ridden different bikes over the years since about 1972. Younger bike riders have different ideals these days, much that I don't agree with, but that just goes with the territory as time marches on. One of the other things that has hurt Harley is affordable affordable entry level bikes. I love my Street Glide, but it isn't for beginners. I really think that would help them in the motorcycle marketplace if they would present something like that.

I’m in my 50’s now and all my life Ive always loved Harley Davidson, never rode a bike, but they have always been an interest of mine before I turned 10, as a supporter I’m so proud to see the company still going

Amen to the entry level price! HD should sell the Evo 1200 Sportster at $100 over cost. That would get loyal HD riders into the dealerships. I bought my first Toyota in 2004. I still have it. Since then I’ve bought four more. We still have four of the five.

I'm in Harley's "sweet spot" - a 61 year old motorcyclist with disposable income. I have 8 bikes in the garage, but zero Harleys. H-D makes anything you want as long as it's a V-twin cruiser, neither of which I want. My dollars have gone to Triumph, Honda and BMW.

Harley Davidson used to be a brotherhood. In The Big Book of Harley Davidson there is a story about Harley putting up the money and the employees doing the labor to build a house for an employee living in a tarpaper shack. That's when I started riding Harley's. What you rode meant something to you and to others. Then along came the millennia's. Shit went down hill from there. We had the AMF years and even that didn't kill the loyalty to the brand. We're going through a similar time right now but as this clown shows his colors so do many more like him. If you can't afford a new HD get a used one. Personally I ride an old evo. What ever you do have a spine, ride HD and don't listen to candy asses.

it is only being part of the boys club. you have to admit that there are a shitload of much better bikes out there that are built better and way cheaper. its just old f$%ks like myself grew up on harley and still want them even though. ... i got f$%ked up for a couple years and couldnt ride. i couldn't lift my arms up and got really weak. as soon as i could my first thought was " I can ride". I didn't want to start out on a big bike so i bought a kawasaki 900 used. i road it for a year and traded it in and got a roadking. now ive always been a shovel guy. i hated the roadking thought it was a bland cookie cutter and i missed the kawasaki. it was a great bike. ive had the roadking now for four years ,did some stuff to it and it grew on me alittle. if i wasn't riding harleys for 50 year and was a kid today and test road both of those bike i would have definitely went with the kawasaki and kept the 15k$ difference.

I'm 35. Own two Harleys and will be picking up a third. Always makes me laugh reading comments on videos like this. "Why won't these young whipper snappers conform! Always wanting to change things or do it their way!"

You may recall the Movie “ The Wild Ones” where gangster motorcyclist ( mostly WWII vets) took over a town. That movie attracted a number of boomers, but only a small number. Honda came to public notice in the early 60’s and attracted a large number of customers by using the slogan “ You meet the nicest people on a Honda.” My first bike was a Honda 90, it was cheap, dependable and easy to maintain. I rode a few other brands including the H/D , but found that the Honda met all my needs, and I did meet nice people who rode the Honda. I’m 74 years old and continue to ride. My ride now is a Goldwing. My son recently bought a bike and asked me what he should buy. A Honda was the only choice.

I guess I'm just too financially frugal and can't see myself spending that kind of money 😉 I can enjoy same kind of riding experience on something cheaper...and I rarely ride with others

It's not the age, my friend 🙂 it's more the money thing

as a millennial who recently bought a bike. i think the author is right - my generation does not idolize beer drinkin, cigarrete smokin, brand loyalty, and bikes that obnoxious for the sake of being obnoxious. when i see a Harley rider i usually think to myself "he is probably already drunk". i cant see myself on an HD, but maybe someday!

Routine diagnosis and insane repair cost makes me nervous when my Harley has issues that is a quick fix.... Something that took 15 minutes to fix... HD had set pricing on the estimated time to fix and charged be based on the ETA versus actual repair time.

If HD wants a lot of the Gen X'ers like me then they need to bring out the Bronx for us old guys that are still hooligans, make an entry level Nightster with the new revolution max powerplant around 500 CC that will outperform the old Sportster and compete with the rebel 500 for the newbies and that market and expand the Nightster lineup.

I'm a 70s child and HD rider, and I have isolated myself from the majority of fellow HD riders. Too much ego fed attitude going on with everyone trying to play outlaw (until confronted by the real thing), instead of just enjoying the ride. It's the image portrayed that turns people away. No one enjoys getting harassed based on stereotype profiling.

My dad passed away a few tears ago, and he loved riding. He always had a few different bikes on hand. One or two Harleys and one metric cruiser for fun to mess around on. But he loved his Harleys, and we always talked about going for rides when I get my first bike. I really want to get a Harley sportster because it's the best option for beginners in th HD line up, but I can't afford it. You shouldn't have to pay 15k or more for something in the beginners' price point. I'd buy used but don't know enough about bikes to trust myself to know what to look for, and I don't want to be scammed. So it just kind of sucks because I knew how much he loved his Harleys, and I never got to ride with him. So i sit here now trying to remember my dad and have his spirit, but I can't because of the price point for HD beginner bikes.

I've been riding 57 yrs. My first fast bikes were Kawasaki H1 and H2s. I now ride a '99 Magna, mint with 33k. I think the guy at the end of your piece said it all with the middle finger. It's the culture. Does he want to fight? Is he angry? I stopped a couple years ago to help a guy on a Harley. I was on a 650 Suzuki, and he was genuinely surprised that I stopped. It's the culture. Good video.

You nailed man, Harley must concentrate on 1 particular type of demographic and that's the 40-60 age range and stop trying to be all things to all people. This "bring'em all in" guise has steadily gone backwards for years. For Harley to stop the bleeding they just need to go back to basics and be the best bike for the man and woman and there mid life crises, pardon the pun ! Those that can afford the new Harleys and want to ride cruising style, that's it. After that one can choose whatever lifestyle they want👍

I personally like the look of a few Harley models but can't get over the sticker shock when I visit dealers. Also the fact that in alot of instances you have to purchase upgrades to get the same performance other bikes offer stock. Not saying i'll never buy one but the culture and dealer network arent enough to get me to break the bank.

gen Z here, born in 1998 I will NEVER buy a new harley, always buy second hand lightly used. sure the bike may have 5k miles on it but that's still pretty much brand new and you won't have to deal with harleys bs at the dealerships

My favorite ride is a customized Harley. However, many non-Harley riders consider us as part of a cult that they do not particulate fancy. The bad boy image is not universally acclaimed. When working as customer service director at a well-known Swedish car manufacturer a neighbor exclaimed " You drive a Harley, but they are criminals". I need to add that she was American. Our club garage got BMW's, Kawasaki, Triumph, Honda, Indian, Moto-Guzzi and a bunch of Harleys. We love bikes and riding; Harley is one of many options.

Millennials won't buy Harleys because they're afraid they can't wear skirts when they ride

Millennial here. I'm 37 years old and have always loved Harley Davidsons. I grew up around them and my father still has his 1939 flat head. I own a 2001 Harley and will be keeping it for many more years. The reason is because between my mortgage kids and other bills I have no way to afford a 20k+ motorcycle. Not that I wouldn't love a new Harley Davidson. I don't think it's stereotypes or image that are pushing away the younger motorcycle riders. I think it's the price point. Harley's cheapest bike is 14k before all the fees. Other manufacturers are cheaper and faster. I do not care about speed but I do care about price. I have a friend at work that really likes the new nightstar but he said not enough to pay over 14k. When honda and Kawasaki offers bikes with similar performance for half that. They need to seriously lower their prices.