Top 3 Reasons why Harley-Davidson and the Motorcycle Industry are Declining in Sales 

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As a millennial I have to say the only thing stopping me from buying a Harley-Davidson is how ridiculously expensive they are. I’m too tall for the affordable bikes and too broke for the full size bikes.

Regarding the price of a Harley-Davidson. At 70 yrs. old I don't consider myself "too old" to buy another Harley. Like many of my friends who have gone over to a trike. (we all know that riding a trike is not like riding a regular motorcycle) I contemplated trading in my 2011 Ultra Classic (18,000mi.) because the wife no longer feels safe on two wheels. Went to the dealer talked numbers and came up with my bike + $25,000. While I love motorcycling I refuse to put that kind of money into a motorcycle. I kept the Ultra and we bought a like new 2014 Mustang Convertible for LESS than 1/2 the cost of a new trike, and NO debt + I still have the Ultra....and we're still in the wind (so to speak) I see guys financing a Harley for 7 to10 YEARS!!! That's insanity. I feel sorry for the current generation that many can't even afford to leave home and support themselves and/or that girlfriend that they moved in to mom and dad's house....but that's another story.

1.Cost 2.Quality 3. Terrible dealer experiences

I,m 72. I own a 2008 CVO Road King (105th). This bike cost over $31,000.00 in 2008. Way too much money ! I,m also beginning to feel the weight (800 lbs) on my knees. Maintenance is too high and frequent. It is much more dangerous on the road. The road themselves are not maintain like they used to be. People are always in a great hurry. Every time I get on my bike, it is like going on a combat mission. You got to be wary. I,m going to ride until I can,t. Great article!

Drivers on their phones is scaring a whole lot of people away from hitting the road. People texting and driving almost scared me away from my harley purchase. But YOLO

You don't need a new Harley as your first bike. Buy anything you can afford and just start riding. It will add adventure and dimension to your life. Thanks Matt for this thoughtful response.

I ride a Harley, and I love it. BUT for the money I wish I would have spent it on a used bike instead. Either way I get my smiles from it and it stays. I know a lot of riders who ride Japanese cruisers that: 1. Out perform 2. Require less maintenance / Longer Intervals 3. Are cheaper MSRP and OTD 4. Dont charge an arm and a leg for parts and accessories that you have to put on as soon as you buy the damn thing. 5. Vulture like dealerships Like I said, I ride Harley, Im not switching and am happy with my bike. But if you cant do something about your prices and dealership culture of having vulture like commission sales people then I'm sorry to see HD go out of business.

If you ever wanted to ride just do it don't wait. Don't say I'll get one when I pay off some bills or ohhh maybe next year. There will always be bills that need to be payed but there won't always be a tomorrow. It's just money. Spend it while your still here and live life. Don't sit around and watch it pass by. This statement isn't just for bikes. It's for anything you want in life.

I am sorry Matt .... but thee main reason people aren't buying Harley is because of the price plain an simple ... I have a 2009 street bob... I paid for it in 2012 $8999.00.... I can't go to the dealer and get my self in a $22,000 RK....when I know a motorcycle only gonna be good for 5 months of the year .... harley always been expensive BUT NOW it's just way too much money...I just can't justify it....

I rated riding about 4 years ago. Definitely wanted a Harley, but didn't want plop down $9k for a first bike, so I got a Honda Shadow. I have so much excitement on it, I decided I don't need to spend the extra funds on the Hogs. I've moved on to a Kawasaki Vulcan based on the same reasoning.

Matt, you’re a bright guy, but like HD you avoid addressing one of the obvious issue with HDs and that’s pricing. I went into my local dealer thinking I like to trade in my 1200 Sportster for a Softail Slim. I was shocked that the dealer wanted $5,500 over MSRP. I’m sorry, but no way will I pay that. So now I am looking at used. Fortunately there are a lot of garage queens out there. A significant portion of those who buy a Harley end up never riding them and creating good value for those who don’t want to pay ridiculous prices.

Hell, I'll tell you why their sales are declining! It's simple, they have systematically ignored the very people who put them at the top and that's the blue collar man! I've had 4 brand new bikes from 2012 to 2015 and I simply can't afford to buy a new bike anymore. They have gone up in price so high it's ridiculous! I did pay $40,000 for a Screaming Eagle Limited but, after 7 months, the payments were eating me alive and I just couldn't continue on like I was. The average blue collar man is having to pay for a home mortgage, his truck or his wife's car, and if there are kids in the family it's even worse. You used to could buy a Harley and I mean the touring bikes, fix them up with accessories, keep them, pay them off and when you sold it you could make a little profit so you could go buy another new one. Now Harley Davidson has flooded the market with all these new bikes and made getting one so easy with no down payment and a little credit, you are good to go! Anybody can buy a brand new Harley if your credit is approved. Harley owns the bank! Eagle Mark Savings will put you to riding buddy! Just ask Mr. Davidson! People want one so bad, they will make a hasty decision and buy one, keep it a few months or maybe if their lucky, at least a year. Then they turn around and sell them off to someone else and lose their ass off cause they will be lucky to break even. It's a viscious cycle where they are so easy to get but, if you decide you can't afford it any more, wife has a baby, some kind of hardship in your family, the bike is the first thing to go. Nobody wants to buy your bike because for one, you've probably only rode the bike but a few thousand miles or less and nobody wants a used bike with a couple thousand miles on it when they can walk into any dealership and get a new one financed! They blame it on the baby boomers saying they are getting older and they say the younger generation is the crowd they are catering to. The baby boomers are who put Harley on the map! HD stands for hundred dollar! You can't go into any dealership without spending $100 to buy something. Harley is slick! They will build a bike, sell it, and the very next year make some wholesale change to it and if a customer wants to upgrade say his headlight or something else with a new product that just come out, he can't just buy the headlight, they have to buy something else to make the headlight fit. I know because I had a 14 model Streetglide and changed out my headlight and was going to give my stock headlight to a friend that had a bike 2 years older than mine and it wouldn't fit! He would have had to buy a whole new nacell for it to work! Both bikes were Streetglides! I bet there people's garages all around the world with old (almost new) parts they accumalated over the years and can't do anything with them. I didn't mean to rant and rave but, Harley has screwed themselves because that old, old Harley the blue collar man purchased years ago that put Harley into the big time, can't afford a new one. When is the prices gonna stop going upward? I could not see myself buying another new Harley that costs as much as my dam truck!

Price. End of story

I talked with a 23 year old sales person at San Diego Harley. He told me the younger generation is more interested in the latest tech than riding motorcycles. The new generation just doesn't see motorcycles as "cool" anymore. The price of HD's are a huge deterrent too. The SG and RG Special cost as much as a brand new F-150 base model.

They bought more bikes cause they were affordable. Bikes now days costing people 30 grrand

What a Good Video. I was born in 1950. Started riding in 1964. A 250 Zundapp, then a 650 Triumph, then HD. I got a 2017 S.G.S. in Jan. and Love it. Problem is most young people can't afford a new Motorcycle. So expensive. While I do see some young guys they're few and far between. H.D. needs a few more 6 or 7 thousand dollar bikes and help with financing. All I ever wanted to do was ride Motorcycles, kids today is not like us. Take-Care

I cant justify spending $25000 plus on a new bike when I can buy a new truck for 10 grand more and drive it in the snow too. Also if you buy a brand new bike that bike will last you 20 years! Unless you absolutely want the newest models no need to buy a new bike every few years. My Dyna is now 18 years old and still gets the job done. Although thanks to these new Dyna posers my FXDX that books for $5400 is now worth over $10000 according to what dudes are selling Dynas for now. No Harley should cost more than $18000 They aren't worth a penny more. Lower prices = more sales it's simple economics. Harley is now run by buiness men and not bikers like the old days thats the problem. Profits over customers wants or needs.

Drive a $3,500 truck, ride a $20,000 Harley-Davidson.

This whole videos game and cell phone thing is a bunch of crap.... the real reason why sales are suffering is because of price... street glides and road glides went up almost 4 grand... I'm an old millennial... I was born in 86... I'm saving up to get a touring bike! But it's price price price

In my case I want a 2018 street glide special... But they're almost $25000.. Harley has to drop those prices. But yes heavy restrictions on EVERYTHING. But once again. Harley Davidson will suffer. And if their prices keep increasing into the stratosphere. People just aren't going to buy them.

HD is dying because young people can’t afford the new bikes that cost the same as a small to midsize car. They do not have the same reliability either. If you buy a used one, it costs an arm and a leg to get it ride ready.

1. $$$ 2. $$$ 3.$$$

Well said Matt! I live in Pennsylvania and today we had a break in the weather, the snow is melting and I took my Low Rider out. Twisting that throttle and getting in the wind is my passion. When I twist that throttle and hear those pipes barking I have a permanent smile that cannot be removed with a crowbar. Ride on brothers and sisters. Keep the rubber down and get in the wind!!

For me the reason i dont have a bike ( i want one) is price. How much was a Harley back in its best sales? Now a entry level Harley is $20k. Thats way to much. For a hobby thats just not realistic.

Here's a real world reason for Harley sales are hurting, this happened right before Christmas. I have a 2014 FLHTK and a friend of mine has a 2001 Electra Glide. He has ridden mine a couple times and wants to up grade to a M8 FLHTK. We went to the dealer to check out the new sleds. they had a 2017 TK with an MSRP of $24,999. He talked to a salesman and started talking a deal. When they sat down the price suddenly changed to $34,000!! Salesman told him that nobody sold them for MSRP. So we left. No deal NO sale. A $9000 markup??? really? Until the Harley Davidson corporation gets a handle on the dealers nothing is going to change. (btw he just picked up a really clean 2015 TK with under 5000 miles for $17,000) I really hope they can get a handle on this because I'm going to retire later this year and want to upgrade to 2018 FLHTKSE CVO, but as of today this ain't gonna happen.

Some points that I believe are missed from the top comments: 1) Stagnant Wages 2) Student Loans (When Millenials end up forking over around 50K to pay their student loans, you can understand that some cuts have to be made) 3) High Rents (Money being transferred from Millenials to Boomers and Xers, less disposable income to spend on other things) 4) Endless legal barriers and bureaucracy (Licensing, Insurance, Additional rules make it costly to own and operate) 5) Learning to ride needs a significant financial and time commitment (Can't learn in your parents' car with them sitting in the passenger seat)

What Harley really needs to do is downscale and put customers before profits.

Matt. I'm a 65 year old Honda Gold Wing rider and have been riding motorcycles since 1963, but I must say that was one of the best videos I've seen for the support of motorcycling. Thanks so much! Mike Burdette

1.Crippling debt. School loans. Lack of disposable income You get out of college and you have a mortgage on your hands. 2. Motorcycle companies do not advertise. Rarely do you see ads on tv unless you are watching motogp or it's a geico insurance commercial. The industry needs to spend money on advertising, cleaning up the motorcycle image, and promoting safe riding ie msf course. You'd be surprised how many people don't know the process of how to get the endorsement . 3. Riding is not for everyone. Never was never will be.

Im a new rider, i love riding. I like all kinds of bikes and i ride an M109R and love it. But here's the thing about motorcycles that i noticed real fast, everything about them is overpriced! I looked at replacing the stock size rims for my bike and the price was crazy! I could put a set of rims on my truck for the bike price of bike wheels. I think Harley Davidson makes nice bikes ,but their prices are dumb high i like the fatboy but its like 18 thousand . For about 4 grand more i can get a Indian Chieftain with a 7inch screen ,nav, remote locking bags,and front windshield control. Its crazy to over pay for a bike and still have to make changes to it.

Good video Matt and you hit on a lot of what's wrong with motorcycle sales through out the industry. One thing I see Harley losing sales over is due to their pricing, I mean when a fully loaded Harley cost as much as a fully loaded 4X4 truck well that's just plain crazy. Harley needs to stop and take another look at how much goes into their pockets which I would guess is a major factor in their pricing being so high. I own 3 Harleys at this time and with what I paid for them I could have damn near purchased another house.

We have the same problems here in the UK with dwindling motorcycle sales. When i took my test in the 80's i rode around for a bit and a guy stood on the corner of the street with a clip board! Once you passed you could ride what ever you liked. Now youngsters have to jump through so many hoops just to ride a small machine. Like you say most kids are only interested in computers/smart phones then a car perhaps. Harley don't help themselves though, their bikes are so dam pricey.

My son is 34 yrs old. When I got my Harley he was excited as I was. So I tried to convince him into getting one as well. He explained to me that the money it cost to by a Harley could be put to better use everywhere. He has a great career and can afford any bike Harley has to offer.

Matt, I agree with a lot you say. I made an attempt to buy a 2018 street bob. Test ride and loved was absolutely ready to buy. Ran credit and the dealer said my score was 70 points lower than it is. I know because I bought a car a few months before. Anyway, back on topic they offered me a 15% finance rate. 15, lol. I walked. They then called me and said well, we can do 12%. 12 is a joke as well. I really wanted a street bob and knew I wouldn’t be happy with a sportster. They wouldn’t budge on rate so I went and bought an Indian Scout. Yes, power plant it’s equivalent to a 1200 but goobs more power! Oh, btw Indian financed at 5.99. I was primed and ready to buy but Timms Harley-Davidson of Augusta obviously didn’t want my business. Their loss! I’m loving my Scout!

Gen x/ z is under employed, Harley's are too expensive . That's why !

You made a lot of valid points in your video. From my perspective with regards to Harley Davidson, the company continues to shoot itself in the foot with 2 main reasons; price and perceived poor quality/reliabilty. I have always loved Harleys. My first bike was a 1988 Sportster which I bought new for $3995. I then added a 1997 Buell S1 Lightning which I bought new for around $10k. Then came my 2000 Road King which I also bought new for around $15k. I loved all 3 bikes for the type of riding I used them for; my Sporty was the beginner bike, the Buell was for more spirited riding in the twisties and the Road King was for long distances and touring. Harleys started to become really stupid with their prices when the CVO models started to come out shortly thereafter. Fast forward to 2006 when BMW came out with the K1200 R, a naked sport touring bike with ABS, heated grips, electronic adjustable suspension and an engine putting out a claimed 160 horsepower! And at the time, the K1200R had a very unique look to it. I test rode one in 2007 and fell in love with it. It was fast, comfortable and handled like a dream!! Oh and yes, it has saddle bags and a tail bag. I bought it 7 years after the Road King for about the same price of $15k How can Harley Davidson compete with that?? I still have the latter 3 bikes and still love them in their own right. But most people do not have the luxury of owning 3 motorcycles. So which ONE will the average Joe buy for their money? Unless it's someone who is extremely loyal to an American brand (and there is absolutley nothing wrong with that), it ain’t gonna be the Harley!!! WAKE UP, HARLEY DAVIDSON!!!

What a beautiful and deep video! Being on 2 wheels no matter the brand, is a blessing and the definition of freedom. I myself as a rider thought this was great, thanks for sharing! 🤙

When I’m on the road.Just me and my bike .. absolutely no gadgets.Harley needs to keep it raw.

Matt, I did the same thing. Bought my first motorcycle when I was 15 in the 80s, a 1977 Honda Cr 125. Paid $75.00 for it. Took it apart myself, put new rings, gaskets, honed the cylinder, got it running. Ran that bike off road and on the streets. Where we lived most streets were dirt / asphalt. No licence, not even a helmet. My friends had dirt bikes too. Sometimes we would see a cop and take off into the fields where they couldn't go - rebels lol :)

Matt’s videos are the only ones on RU-vid where I can read the comments without saying “Ok. Let’s just nuke the world. Humanity doesn’t deserve tomorrow.” Thanks for keeping it classy RU-vidrs. Well, 80% classy anyway.

were all have ideas why motorcycles are declining, ironically they are declining as they become better, tho one reason regardless of riding back ground were ALL agree...PRICE. reason why macdonalds became a giant was/is price. they make less per unit, but sell a lot. i tried to purchase harleys 3 times, finance programs and the huge markups stopped me every time, shame...

The pompous attitude of Harley riders has pushed me very far away from the brand. I do not want to be associated with those sons of anarchy sheep.

I think Harley Davidson is pricing themselves right out of the Industry!! $40K for a 2018 FLHXSE And the 2018 FLHXSE models are all hideous, eliminating Iconic Chrome and mixing denim paint With regular gloss paint? Sure don’t like the direction!! In fact they don’t even offer a version like they did In 2017 black black and more blacked out?? No thank you I will keep my 2016 FLHXSE forever I guess Harley’s loss .......

Good video, but I'm surprised you didn't mention the actual price of motorcycles. Bikes are way too expensive, especially here in The Netherlands. Just a quick example about a Indian Scout Sixty, if you want to buy it here (don't have a Harley example at hand, but they are expensive too): A Scout Sixty is around $9000, which is around €7350. But, here in The Netherlands, the base price of a Scout Sixty is €14500, which is crazy. For that kind of money, I could get a great used car, which I can use throughout the whole year, so in rain, snow etc. and use it to go on long vacations and take 3-4 people with me. A motorcycle just can't give you that, which makes them hard to sell, especially at these prices here. If you'd want a touring motorcycle here, a good and fairly new one so that you also feel save riding it, so not some old piece of junk, get ready to spend €25k+ ---> Again, it's a crazy amount if you look at what kind of a car you can get for that kind of money. You mention the shift in financial responsibility, but spending 1k or even 2k on a good laptop isn't as life changing as spending 15k on a bike which offers much less than a car. So you'd have to be pretty loaded to buy one if you already own a car or be a HUGE fan to justify your hobby. And THAT'S the reason I think why sales are dropping. Bikes are way too expensive, while most people consider them a hobby. Everything else is also getting more expensive and people are thinking with their brain and not their heart, which I totally get in this situation.

access to areas where kids CAN ride without getting hassled by land owners or leo's is very scarce compared to when we rode in the 60s-70s. Not much we can do about it, it is what it is.

Hello, I enjoyed your video. I was born in 1957 and had a mini bike when I was 10 and worked my way up from there, plenty of places to ride back then. I agree with everything You said 100 percent. Thanks 👍

I get the same satisfaction on my 750 Honda Shadow Aero...without bankrupting me. Do I want a Harley? Sure, but not at these prices!

I don't disagree with anything you've said. Great video as always, Matt. I'm solidly in the Gen X generation, so that may put perspective on what I say below. I'd like to know your thoughts on the pre-owned market. While Millennials aren't buying new bikes, the pre-owned market is keeping other dealerships alive because Millennials are buying them. Millennials are also building their own. A quick RU-vid search of Cafe Racer showcases the abundance of 35 year old bikes being brought back to life by Millennial builders. A focus on pre-owned and aftermarket parts will keep the industry alive until Millennials can afford new bikes.

Matt, I appreciate your view and want to thank you for speaking out in this video. As. A “Boomer”with kids in “Gen X and Millennial “ generations, I kind of feel the love for riding is fading away. My son was neither interested in the military or motorcycle riding. I cut my teeth on both. It hurts my heart to not have these common interests, but it is what it is. After a three decade absence, I am getting back to riding. Unfortunately, I cannot get my son interested in the idea.... Things will work themselves out. In any event, I appreciate your videos. Ride safe

I read an article recently that said we’re Xennials (I was born in ‘79). Basically we grew up at a time when things changed from analog to digital. We didn’t have internet as kids, but we did have it before we graduated high school. Basically, we have our feet in both the Gen-X and Millennial generations, which gives a bit of an advantage over both because we can see things from both points of view. I think the biggest barrier is the risk one you talked about. I let family and spouse talk me out of getting a bike until I was 37. Finally said to hell with that, got myself a heritage classic based on your videos and then traded it in for my Road King Special, again, heavily influenced by your video when it was released (I knew I wanted it before it ever showed up at my dealership and I bought it the day after it was put on the floor, Haha). Keep up the awesome videos, brochacho!

Harley should have developed the Buell Line...it was a great fun bike..I had two

Yeah, but in Captain America the bike they choosen doesn`t even look like Harley, but in the Terminator you only need a glance to know exactly what it is.

Matt Laidlaw for Motorcycle President

The people that build HD motorcycles can’t afford to buy a new one. So why would HD think anyone else could afford to buy one? Earning an average of $15 an hour isn’t going to pay for a new HD. An HD or any motorcycle, is for most people a toy. House payments, car payments, utility bills, health insurance, retirement saving, college payments. Yeah....there isn’t much left over, if any, for a toy. Eight years of an Obama presidency and the Bill Clinton everyone needs a home loan pretty much destroyed the labor market and drove wages down. Bad thing is the price of goods never retreated to reflect the current wage.

I agree with all your points, couple things I would add is wage stagnation. Think about it. You a get buck raise but your rent goes up 100-200$ every year, in CA registration just went up. 250$ plus a year for your bike reg. There just isn’t enough money at the end of the month for a new bike for most. I think those that are interested in riding look used. I’m 50 most guys my age went to work out of high school these young people today go to college and accumulate huge debt for school. I wonder if this hurts bike sales as well.

Hey Matt. You have to do this kind of videos more. The scenery is relaxing. Ride safe.

Great video. I think there needs to be an alternative to the HOG chapters so us younger riders can meet up. Every time I ride with HOGs its with older dudes. I have nothing but respect for them but it’s just not fun if you are 20+ years younger than everyone else.

The truth is that Harley makes beautiful bikes! The problem is that they are average bikes that are way overpriced!!!!!! That's the truth! I have nothing against Harley but I would never buy one.

Hey Matt, I really appreciate all your wisdom and experience. At this time in my life these videos speak volumes, I’m looking to start riding here soon, all my friends have bikes, thx!

i dont need a smart phone ,... i dont need this computer... if i didnt have my Car , i wouldnt have a job... ( i have aTruck, Silverado) if i didnt have my Harley , i wouldnt feel whole! thank u god for allowing me to b able to have my harley , my job and my truck... im a single dad. have been for 13 years. i couldnt wait to put my son on two wheels. we raced dirt bikes till he was 8 years old. he'd still ride if, i had the time to commit to racing. i dont have that luxury. he had no desire to get his license till last year when he turned 18. Evel Knievel made me curious to 'Harley-Davidson' back in the 70's. I want my son and i to ride together on Harleys in STURGIS! God Help Us A-L-L! he has three years b4 he turns 21. WISH ME LUCK! thx for taking time Matt Laidlaw for what u do.

how bout cut the spin and hype, and build a great motorcycle, at an affordable price? Harleys are WAY overpriced.

Even staying home has dangers. It can kill you with becoming unhealthy and fat. A lot of kids today look like shit and are unhealthy. I started riding motorcycles in 1977. It was a great time. I developed a lot of skills riding and repairing it myself. Today's kids are mechanically inept. As a country we want to bubble wrap everything to prevent the slightest danger but end up doing nothing but creating a generation of bland soulless inept people.

It's not so much the cost of a new bike, it's the fact that people don't have the cash flow to be able to own a car and pay rent. My dad was born in 1940 and bought a brand new loaded 65 Impala SS when he was 25... on a teachers salary. I was 35 when I bought my one brand new striped down pickup in 2005 with what is considered a good paying union job. The cost of living VS. wage stagnation in the U.S. since the 1970's has made a huge difference in disposable income, that and the fact that companies almost demand 50-60 hrs. a week from employees and people don't have TIME to even relax and have hobbies. People are getting burned out by employers constantly talking about "better ROI and operating ratio" for the stockholders and ALL hobbies are taking a back seat to people just trying to get by.

I really wanna buy an iron 883 even though the price here in China is about $25,000. Unfortunately, riding motorcycles is prohibited in urban areas in my city and Harley is not nimble and fast enough to dodge cops. Meanwhile riding on a bumpy country road is gonna be a butthurt experience. Fuel consumption is close to a Prius C and the gas here is expensive. I am so jealous of you American's motorcycling environment .

The video games, x games and stuff is awsome. One way they could've use the celebrities to boost sales with less criticism. Wouldve been to have the celebrity present the bike to a deserving person maybe. Just my opinion.

I should add that what you are doing with these videos is exactly what needs to be done. Making more people feel welcome in dealers , and interacting with folks.

"Matt" going to a dealership and paying $30 and up for only a t shirt is showing greed at all levels of the motor co. Needless to say we can re build our bikes many times over..I love to ride and a working man i have to support myself more than the dealership or the motor co. I'm certain im not alone in this way...

Here in Northeast Florida, a state that you can ride year round see lots of bikes of all makes but Harley Davidson stands out. I love mine and always get compliments on it. Yesterday morning it did get down to 24° it was a cold ride to work.

Very insightful approach on this topic. Many of your points applied to me. I began riding at a later age once I got over the typical concerns associated with mc ownership ranging from safety to costs concerns. A main influence was my father-in-law who rode throughout his life. I saw a sense of profound happiness and a general love for his Harley. I wanted that, so I tried it. Another point that is probably atypical for most is that I’m a loner. My Harley’s, to me, are my passport to freedom and something that I can experience alone. The biggest hinderance, especially initially, was the cost of getting the bike to look and act the way I wanted it. So I began learning on how to wrench on them. Now, after a few years of riding, I love Harley’s! Thanks for your work on these videos, I appreciate them. Ride safe. Juan Carlos Galiano

Everyone knows why HD isn't selling because of one thing and one thing alone. PRICE. Its a luxury good that too few in my age group is willing to fork over for a BRAND new HD. Not only that a lot of people look down on HD for the lack of technology and innovation. WE don't want that POS Street 750, and we don't want to pay for your overpriced baggers for 20~30k.

I'm 56 and I have owned four HD's over my lifetime, currently a 2000 Road King Classic that is absolutely beautiful and people think its a new bike. My advice to new and young riders? Buy a used Harley from a private party if you would like to experience a Harley-Davidson. Most of the time they have been upgraded and well maintained. Current prices are way too high for a generation that just aren't interested and don't have the disposable income to invest in something that sits around a lot! I do have a question that I have been curious about. I have heard that HD dealers do not work on older HD's? Is this true?

I haven't watched the vid yet but in canada its the insurance companies ruining the ride.

Btw ; good point mentioning Terminator 2 : I bought a ‘92 fat boy after watching the movie . I think this is when Harley started do make it in other color than the originally military grey ... I also go a sawed off shotgun I remember ! But this was a trend bigger than just the movie : the evolution engines had just came out , the baby boomers were in their 40’s. Mickey Rourke was also big in promoting the Harley culture ...Schott and perfecto jackets were everywhere ...and you were 11!!

Good video. I agree with most of what you said. But tell me why mc sales are declining in the USA but growing in Europe?

Back in the mid 60’s I traded a 36 passenger school bus that I converted into a camper for a 650 BSA. The insurance was steep living in Illinois and you were not required to have insurance to get state tags. Our insurance agent got all of the information needed for insurance and told us to give him a call if we got in trouble. I rode for 10 years before moving to Florida and selling the BSA. After retiring and moving to Wisconsin in November of 2013 my wife asked me “When are we getting a Harley?” Needless to say we got a new 2014 XL1200T! Traded it in for a new 2019 FXLR at 78 years young! Just love riding here in Wisconsin! Keep it in our garage during the winter just in case we get a few good days to ride.

Harley's biggest problem is Yamaha, Honda, Kawasaki, Suzuki, BMW, Ducati, Triumph and KTM.

Excellent video, and would offer that there are perhaps three adjacent factors in no particular order: stagnant wages for many (the job market is heating up and so now this may change), under-employment by many millennials (this may now also change for the same reason), and poor m/c trade-in values (making for easier trades is an established way for vehicle companies to boost sales volume, as “you have to spend money to make money”).

I have a 2012 RG dealer changed the trade in price the second time we spoke, then the 2018 model went from 31k to 35k, he dropped the trade in price by 4K. Harley’s are over priced and the dealers think they can just corner you. I will buy a metric bike before I do this deal.

The music on this video is so fitting. It sounds almost sad and nostalgic to how things were, just as you’re explaining it. I love my cars and motorcycles.

Dealer labor cost too high, 500+ for my iron 883 first service

I have 2 a 2016 Fxdls & 2017 Flhxs & tried to trade 2 NEW BIKES in for 1- NO DEAL- dealership wanted $9500 MORE! I already own 2! Dealer wont pay what bikes are worth on trade in! Wanted a CVO- no deal, THE dealer does not want to sell bikes fairly to REPEAT CUSTOMERS.OR PAY WHAT THEY ARE WORTH. THERE IS THE PROBLEM...

I just bought my honda fury chopper blue for $11,000 out the door very enjoyable to ride

I think price has a lot to do with it but Harley is making strides by offering a few lower priced models but Harley is a premium brand so I don’t see prices coming down and the younger generations just don’t have the disposable income that Baby Boomers seem to have so putting up large amounts of money for a bike isn’t economical for them. In San Francisco the streets are always crowded so I see a lot of younger people on scooters, bicycles and on other motorcycle brands that cost less. Thanks Matt

I really agree with everything you’ve said. My pops taught my brother and I early on dirt bikes as a young boys. I’d like to add that there is a whole generation of people raised in a single parent household and there are fewer sources of influence (male or female) on motorcycles, motorcycling and the lifestyle in general. Both on and off road bikes. Keep up the great work Matt. Thanks again

Matt as a "Baby Boomers" my wife and I have worked hard and have been at a point in our lives for a long time where we can afford to keep and maintain several bikes along with our cars. As far as the safety aspect goes people get struck by lightning on golf courses. As far as cost goes yes it is a consideration for young people but they will spend $1000 for an IPhone. On the other hand California makes it financially impractical for a lot of people to pay registration and insurance fees.They only knock we have about Harley is clothing prices they are way out of line. I plan to be on two wheels until I am in my 80's and then it is Trike time. Very Deep video keep them coming. Remember 4 wheels move you 2 wheels move the SOUL.

With Matt I could sit down and discuss this topic for hours. I'm 67 and I'm the only one in my family, past and present, into bikes.., have been since the age of 14, started on a dirtbike (197cc Francis Barnett) at home on the farm where I grew up, I also had a Bike licence long before a car licence. Biking has given me so much over the years and even acted as a shoulder to lean on in hard times. I'm still Biking and dread the day I have to stop, for whatever reason it may be. Bikes are actually the only constant in my life.., hobbys have come and gone as have women and jobs, just to mention 3 things, but Motorcycles and biking have accompanied me now since 40 odd years. I have never understood why it was just me who got into the biking scene and have recently been thinking about why it is/has never been a big thing amongst the kids of today. And then I stumble on this Video from Matt and was glued to the screen. So much said, but despite all the tallking, there is so much still to be done to keep the biking scene alive..., good on yer Matt for taking on this "problem". We need to start a movement headed by a group of hardcore motorcyclists to get to grips with this problem and pull in Society, Dealerships (all makes) and the Lawmakers to the biking scene, big time. This Video should be a part of all kids education, even have a fixed spot in school curriculem. By the way, I grew up in the UK but live in Switzerland so I can confirm that this is not just a thing in the States but in Europe as well.

I'm a new rider (July 2017). After 30 years of keeping my desire to motorcycle on the back burner to raise my family, buy a house, etc., I finally pulled the trigger and got my license and bought a 2002 Sportster. It was within my budget, had low mileage, maintained beautifully, and looks/runs like new. I'll have this bike for years to come. No need to buy new, especially for a first bike. H-D needs to make affordable motorcycles if they want to attract new or more buyers. Agree with other comments that $25K+ is ridiculous. Ride safe everyone!

It's funny how Matt only likes the comments which are not talking about Harleys being overpriced ... heh

relating everything you mentioned. the fact that HD doesn't have that iconic pop culture presence it once did coupled with consumers having information at their finger tips. HD, I believe, has priced itself out of the market. Ive been in the market for a Harley for 5 years. almost bought a Softail but was turned off by how little I was getting for the money. I've bought 3 more motorcycles since and none were a Harley. I was obsessing over a new road glide special. but I just couldn't pull the trigger seeing what Honda and BMW are offering for their touring bikes. could you imagine how much Harley would charge for a bike that was similarly equiped like a GW or a K1600??? people use to say "yeah but those other bikes aren't Harleys". you're right HD is losing more and more people who think like that. it's not good business strategy for HD to lower prices on existing products. what I believe it has to do is keep the prices the same but start introducing new models with more power and tech so as to be competitive. no doubt they are between a rock and a hard place.

Hello Matt! I bought a used red Harley-Davidson 2002 Road King fireman special! I’m not a very Harley-Davidson experience rider yet but I’m training myself around my neighborhood. I’m a retired in December 1997 from US Marines. When I was in the Marines I dreamt of owning a Harley-Davidson one day. After retirement I started a kids martial arts studio and I own and taught kids after my retirement. During my time of teaching I still have the burning desire of riding and owning one. So after I sold my studio last year I went and bought a used Harley-Davidson May 18, 2020. Anyway i like your channel and I’ve learned a lot from you. Thank you for what you do! Franco

You did a very good job with your content on this video. This topic of declining motorcycle sales and Harley-Davidson layoffs was something my friends and I recently had a long discussion about because we all ride. When we talked about it, we didn't organize our thoughts as well as you did but, instead, threw out random examples of what we were trying to get across. Organizing your ideas into these three categories and then providing examples, and even some solutions for them like you did was impressive. And, as I listened to you, I realized that I could easily find some examples within my own family/household and my finances that fit all three of your categories that prevent or stop someone from buying a motorcycle and riding. While I certainly agree with your assessment that the addition of computers and smartphones (and the monthly services associated with them) are good examples of shifting financial priorities, I would add another example that is even more costly (at least for me). It's healthcare and insurance associated with it. I'm a bit older than you; I was born in '67 and started my career right out of college in 1990 and have been with the same employer since then. When I started there, I had no monthly health insurance taken out of my check. Every doctor/physical therapy visit was $10 and every prescription was $2. Now, I pay $342 per month for family coverage (my employer contributes twice that amount which I am grateful for), doctor visits are $30, physical therapy is $60 and prescriptions are all over the place. I'm not trying to be political here. I'm just pointing out that these are very good examples of rather large, necessary expenses (or financial priorities), that young people have today that are common, or normal, that simply didn't exist 30 years ago. That's a lot less spending money every month for me, and for the young people who might otherwise be able to buy a nice motorcycle. I know I could afford a nice bike with $342 a month. Anyway, I thought your video was very good. I liked it a lot. Thank you.

I believe These Motorcycle companies Harley, Indian etc. They need to start pushing more to the younger crowd during these rallies. I go to Sturgis every year, and yeah you have the young girls walking around handing out free stuff. But they need to get current music artist out there, not just the old rock bands and old country singers.

I'd buy a harley but im not paying as much as a car to get one. Thats why i got an fz 09 instead

When I was a kid in the late 70's and early 80's I couldn't ride a dirt bike in my neighborhood but we had several no cost or low cost places we could go to trail ride or go all out on a track. That was until somebody get's hurt real bad and the lawyer's get involved and then the insurance companies effectively shut it all down by raising rates so much it's not viable. My kid's now don't even want to go outside if they don't have to. I was always out doing something, camping or fishing, exploring or something. Now I always go for a ride when I get a chance, it helps me enjoy life and shed the pressure of the day.

"22% loss in sales sounds like it's only HD's declining in sales because they've milked the lactose out of their customers and quality speaks for itself man". ☝️🙄🗯️Karma HD ! ! !

Many good points made. Would trip to see this video spread around like crazy. So, as you mentioned in the end, just spread the enjoyment of riding. Every person that approaches me at the gas pump, store, restaurant, rest area, etc and comments on my bike (and like who here hasn't experienced this), I ask if they ride and if they don't I spend a few minutes telling them how they can learn to ride. HD dealerships need to hang big signs, take out billboards, market that they will teach people how to ride. You have to market, market, market & sell, sell, sell the enjoyment of riding. I want others to experience and enjoy this as much as I do. Riding is therapeutic (every seen a motorcycle parked in front of a psychiatrist's office? i think not!), it makes my blood boil at times, it makes me feel alive, its my stress release from the daily bullshit and grind, it is a great experience riding with others, exploring new places, continually improving my riding skills and the list goes on and on. Again, I want others to experience and enjoy this as much as I do. There are ways to buy a new or used beginner bike to learn on and after that, you will be upgrading not long afterwards.

Great points - I would add one more - that is economy, which needs to do better, like it was in 80-s and 90-s, even before 2008. For many, motorcycle is recreational thing for having fun, to ride on weekends, and if economy is not moving forward, than less people will allow that type of 'luxury' of having motorcycle, customizing her and spend time for recreation.

I will first state I did not watch but a few minutes of the video. But the reason is price! Plain &Simple it’s corporate America greed that these big companies need to make billions in profit annually. I bought a brand new Softail in 1997 and I still have it. I would’ve bought a new one somewhere along the line, but the prices of new HDs prevented me.

As almost a daily rider, all weather (except ice & snow) for 54 of the last 57 yrs. This is the most well thought out, presentation, from an obviously extremely qualified individual on his view (of which I totally agree with) of the present state of both the motorcycle and the motorcycle market. Well done, and thank you!