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. This shift comes at a critical time for Harley, which is working to boost sales volume while protecting margins. Big-ticket buyers remain cautious, squeezed by higher borrowing costs and household bills. Profits have also taken a hit from tariffs and incentives.
