Latest / The Pivot Podcast with Fexingo: How Businesses Change Direction and Survive Disruption
How Harley-Davidson Survived the Motorcycle Decline
In this episode, Lucas and Luna explore how Harley-Davidson pivoted from relying on aging baby boomers to attracting a younger, more diverse ridership. They break down the company's 'More Roads to Harley-Davidson' plan launched in 2018, including the electric LiveWire motorcycle, the 500cc Bronx streetfighter, and the strategy to build a new generation of riders. Lucas explains how Harley faced a 27% sales drop from 2014 to 2019, and how the pandemic accelerated their pivot. They discuss the challenges of shifting brand perception, the 2023 spin-off of LiveWire as a separate…
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