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Harley-Davidson launches cheaper bike push to revive sales via dealer network
Business
Published on 5 May 2026
It bets affordability plus dealers will lift volumes again
Harley-Davidson on Tuesday unveiled a fresh turnaround plan aimed at boosting motorcycle volumes by leaning into lower-priced models and strengthening its dealer network. The move comes as the company navigates changes under new CEO Artie Starrs, signaling a shift from premium-only demand toward broader affordability and wider retail execution to regain momentum.
- Harley-Davidson targets growth through lower priced motorcycle models
- Dealer network changes are central to the new turnaround push
- Strategy rollout comes under new CEO Artie Starrs
- Company aims to shore up volumes and sales momentum
Read the full story at The Economic Times
This summarization was done by Beige for a story published on 
The Economic Times