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 is unveiling a new turnaround plan, Back to the Bricks, aimed at reversing profit pressure by cutting costs and pushing more affordable motorcycles. The company also plans to strengthen its dealer network and roll out new offerings like the Sprint, alongside a revived Sportster. The effort targets cautious consumer spending amid broader economic strains.
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