Harley-Davidson’s $6,000 Bike Gamble: New CEO Turns to Affordable Motorcycles as Profit Falls 81%
Harley-Davidson’s first-quarter net income plunged 81% to $25 million as revenue fell 12%. The company announced a new strategy centered on lower-priced bikes, including a $6,000 Sprint model and a revived Sportster, aiming to attract younger riders. Global retail motorcycle sales rose 8% despite the profit drop. CEO Artie Starrs said the plan will lean on dealers and cost cuts.