Harley-Davidson’s $6,000 Bike Gamble: New CEO Turns to Affordable Motorcycles as Profit Falls 81%
Harley-Davidson on Tuesday outlined a move toward cheaper bikes and a heavier reliance on dealerships—a pronounced shift as new CEO Artie Starrs steps in, responding to an 81% plunge in first-quarter profit. The Milwaukee brand, usually synonymous with heavyweight touring models and lofty price tags, is now steering back toward affordability.
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