Outgoing Harley CEO Jochen Zeitz cited the widely documented " historically low " levels of consumer confidence, and an established recessionary environment in the US motorcycle market, for a massive-27% Q1 collapse in domestic US motorcycle unit sales( 20,892 units) and HDMC revenue($ 1.082bn). " We remain focused on navigating the challenging economic and tariff environment, through diligent execution of our cost productivity measures, supply chain mitigation, tight operating expense control and reducing dealer inventory. " In addition, we remain committed to driving retail sales through increased marketing initiatives as we enter the riding season " he said. One major change in policy that emerged in Zeitz ' remarks to analysts was the announcement( as anticipated in AMD last month) that Harley is to reverse its failed pricepoint strategy. Zeitz cited the high cost of redeveloping

Harley ' s core business( namely the Tourers, principally) as soaking up some 80 % of available engineering investment capital in the past five years, implying that only now

' Milwaukee Meltdown '- by taking a seat in the departure lounge, CEO Jochen Zeitz has unleashed internecine warfare with the ' Dogs of War '( aka Hedge Funds) salivating at the opportunity to devour what ' s left of Harley ' s asset value.

is Harley in a position to address ' entry level ' opportunities. Contrary to prior statements and a core pillar of the Hardwire strategy,

Zeitz stated that they believe they can indeed sell " highly affordable " lower displacement models and do so profitably. The plan is to bring some model year announcements forward, back into the Fall- which is when, historically, they had always taken place. Therefore, the Fall of 2025 will see confirmation of two lower price, lower displacement models, including the return of what he described as " an iconic classic cruiser." The collapse of unit sales was strikingly in line with the decline in revenue from motorcycle operations. North Americas saw a 24 % Q1 unit decline to 20,900 units( down from 27,500 for the year-ago). Global total unit sales were down by-21 % at 31,000 for the quarter overall( down from 39,400 units in Q1, 2024. Of the international regions, Asia Pacific unit sales were down by-28 %

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Fat Boy Gray Ghost- As anticipated by Ben Purvis in AMD last month, Harley ' s latest ICON limited special edition recognizes the 35th anniversary of the first Fat Boy Softail in 1990. This is the second time in five years that Harley has visited the Fat Boy well- having marked its 30th anniversary with a blacked-out( Vivid Black paint, satin black wheels) anniversary special in 2020. The Original Fat Boy ran to some 4,400 units; 2,500 of the 2020 special were made and Harley is offering 1,990 numbered units of this ICON version.