THE TRUTH ABOUT: The motor co - The Untold Story

Harley's Stock Has Only Risen Since Indian Motorcycle's Attack Ad Campaign

Indian Motorcycle recently launched a political-style attack ad campaign against Harley-Davidson, lambasting the company for DEI initiatives, EV motorcycles, and CEO choices. Harley's stock has only risen since.

RideApart · Jun 12

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.

RideApart · May 6

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.

RideApart · Apr 30

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.

RideApart · Oct 7, 2025

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.

RideApart · May 19, 2025

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.

RideApart · May 14, 2025

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…

RideApart · Apr 17, 2025

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…

RideApart · Apr 8, 2025

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…

RideApart · Mar 4, 2025

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. 

RideApart · Feb 7, 2025