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THE TRUTH ABOUT: The motor co | History Defined

Harley-Davidson Thinks It Can Quadruple Profits Even As Dealerships Close And Sales Plummet

Harley-Davidson's sales have been in freefall for decades now, as older generations stopped buying new motorcycles, and younger generations don't want or can't afford the Motor Co.'s offerings. So color us surprised when the new CEO announced his intent to quadruple profitability in less than five years.

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Weirdly, Harley-Davidson Partnered With Jeep In Europe Instead of Ford

Famously, Ford's CEO Jim Farley sits on Harley-Davidson's board of directors. Yet, for some reason, Harley just announced it's partnered with Jeep in Europe.

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Long Haul Luxury: Riding “Grand American Touring” Machines to Bike Week

The Big Chrome American Touring Bike is alive and well, but who is buying them?

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Harley-Davidson's Cafe Racer Concept Needs To Be Built, Along With a Smaller Pan America

Harley just brought out a cafe racer concept called the RMCR, and it's what it should be building to ensure its future. That, along with a small entry motorcycle, and a lower-displacement Pan America.

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Harley-Davidson's 'Taking Deliberate Actions to Stabilize Business' Following Massive Sales Decline

The Motor Co.'s 2025 was, let's just say, not great, and in its Q4 earnings report, newly minted CEO Artie Starrs had to deliver the news that it saw a 26% decline in revenue compared to the year prior.

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"They Can't Live In the Past": Ford's CEO Has Some Thoughts on Harley-Davidson Survival

Jim Farley, Ford's CEO and one of the board members for Harley-Davidson, recently spoke about the Motor Co.'s future and where it needs to go.

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Harley-Davidson's Dealers Are Supposedly "Optimistic" About New Pizza-Guy CEO

After years of dealers claiming outgoing CEO Jochen Zeitz was out of touch, dealerships are supposedly more optimistic about Harley-Davidson's incoming CEO Artie Starr.

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Here's What Happens Next After Harley-Davidson's Boardroom Fight

While Harley-Davidson has successfully fought off the boardroom coup brought forth by H Partners Management, along with a number of other shareholders, things aren't likely to just back to normal anytime soon. Concessions were made, and things will change at the Motor Co.

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The Harley-Davidson Boardroom Coup Has Utterly Failed

Harley-Davidson has had a rough year so far, but a bright spot just emerged. After releasing some less-than-stellar financial reports, along with being threatened by the current American administration's proposed tariffs—something that greatly affected the Motor Co. last time around—it found itself facing a board of directors coup last month.

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Harley Investors Launch Campaign to Oust Board, Were Told It Couldn't Pick New CEO

Things are heating up in the world of Harley-Davidson, as H Partners Management—owner of about a 9% stake in the company—has launched a new volley across the Motor Co's bow after being told it couldn't pick the company's new CEO. That shot? The investment firm wants to oust retiring CEO…

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Harley-Davidson's CEO Is Out, Company Is Looking for Replacement

A company with as much legacy as Harley-Davidson has to be a cool place to work. You've got over 100 years of lineage, culture, style, and substance propelling you forward in a way that few other companies do. And there's a reason why so many of the Motor Co's employees…

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Harley-Davidson Will Now Sell You a $110,000 Motorcycle

It's fitting that Harley-Davidson held a secret screening of its 2025 CVO Road Glide RR—that's Race Replica, for you playing at home—in Austin, Texas. I was ostensibly in town to see what the new Softails were all about. But Circuit of the Americas is just down the street, and at…

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Despite the Online Controversies, Harley-Davidson Needs to Diversify

I get a lot of flack from the Harley-Davidson faithful. A lot of it. Through emails, in RideApart's comments section, on social media, and yelled at me while I'm out on the street. Everyone has an opinion on my, and this site's, Harley coverage.

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Harley-Davidson Made a More Street-Focused Pan America and It Looks Like Fun

Harley-Davidson hasn't had an easy time as of late. It's been dogged by contrived controversy, flagging sales, LiveWire being an anchor around its neck, and the same market contraction that all others within the industry have felt. Harley's also lost a few steps thanks to prior tariffs, and looming forthcoming…

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Harley-Davidson's Warranty Policies are Predatory Says Owners' Lawsuit

While my law experience is attempting to get out of a few—read many—speeding tickets over the years, there's always been something about contract law that irks me. And that's how aftermarket parts can void warranties. I understand that if you throw on a turbocharger or add nitrous to a UTV, hence…

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Harley-Davidson Can't Afford Trump's Proposed Tariffs

As a quick economics refresher, here's how tariffs work. A company imports either a product or part of a product from a country that isn't where they're based. They cost, let's say, $20 before tariffs. The company then sells that product for $30 to the consumer, netting themselves a small profit.…

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Harley-Davidson Is Dumb Not to Sell Its Killer Small Motorcycle in the US

Harley-Davidson is getting crushed under the weight of its cruiser-centric business model. Over the last three decades, it's spent billions on pushing over-weight, over-priced HOGS to rich Boomer dentists who wanted to cosplay as Hells Angels members only for the Motor Co. to now be up a creek without a paddle…

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