Top 3 Reasons why Harley-Davidson and the Motorcycle Industry are Declining in Sales

Matt Laidlaw's Opinion on the current Motorcycle market in the United States

[sacandinavidave]

As a millennial I have to say the only thing stopping me from buying a Harley-Davidson is how ridiculously expensive they are. I’m too tall for the affordable bikes and too broke for the full size bikes.

[Harleyguy]

Regarding the price of a Harley-Davidson. At 70 yrs. old I don't consider myself "too old" to buy another Harley. Like many of my friends who have gone over to a trike. (we all know that riding a trike is not like riding a regular motorcycle) I contemplated trading in my 2011 Ultra Classic (18, 000mi.) because the wife no longer feels safe on two wheels. Went to the dealer talked numbers and came up with my bike + $25, 000. While I love motorcycling I refuse to put that kind of money into a motorcycle. I kept the Ultra and we bought a like new 2014 Mustang Convertible for LESS than 1/2 the cost of a new trike, and NO debt + I still have the Ultra....and we're still in the wind (so to speak) I see guys financing a Harley for 7 to10 YEARS!!! That's insanity. I feel sorry for the current generation that many can't even afford to leave home and support themselves and/or that girlfriend that they moved in to mom and dad's house....but that's another story.

[paulamundson]

I, m 72. I own a 2008 CVO Road King (105th). This bike cost over $31, 000.00 in 2008. Way too much money ! I, m also beginning to feel the weight (800 lbs) on my knees. Maintenance is too high and frequent. It is much more dangerous on the road. The road themselves are not maintain like they used to be. People are always in a great hurry. Every time I get on my bike, it is like going on a combat mission. You got to be wary. I, m going to ride until I can, t. Great article!

[dmac]

1.Cost
2.Quality
3. Terrible dealer experiences

[Thevendorshow]

Drivers on their phones is scaring a whole lot of people away from hitting the road. People texting and driving almost scared me away from my harley purchase. But YOLO

[martysvideos]

Matt, you’re a bright guy, but like HD you avoid addressing one of the obvious issue with HDs and that’s pricing. I went into my local dealer thinking I like to trade in my 1200 Sportster for a Softail Slim. I was shocked that the dealer wanted $5, 500 over MSRP. I’m sorry, but no way will I pay that. So now I am looking at used. Fortunately there are a lot of garage queens out there. A significant portion of those who buy a Harley end up never riding them and creating good value for those who don’t want to pay ridiculous prices.

[mchristr]

You don't need a new Harley as your first bike. Buy anything you can afford and just start riding. It will add adventure and dimension to your life. Thanks Matt for this thoughtful response.

[bigpoppanyc]

I rated riding about 4 years ago. Definitely wanted a Harley, but didn't want plop down $9k for a first bike, so I got a Honda Shadow. I have so much excitement on it, I decided I don't need to spend the extra funds on the Hogs. I've moved on to a Kawasaki Vulcan based on the same reasoning.

[tony]

I am sorry Matt .... but thee main reason people aren't buying Harley is because of the price plain an simple ... I have a 2009 street bob... I paid for it in 2012 $8999.00.... I can't go to the dealer and get my self in a $22, 000 RK....when I know a motorcycle only gonna be good for 5 months of the year .... harley always been expensive BUT NOW it's just way too much money...I just can't justify it....

[GarryFullerSr]

What a Good Video. I was born in 1950. Started riding in 1964. A 250 Zundapp, then a 650 Triumph, then HD. I got a 2017 S.G.S. in Jan. and Love it. Problem is most young people can't afford a new Motorcycle. So expensive.  While I do see some young guys they're few and far between. H.D. needs a few more 6 or 7 thousand dollar bikes and help with financing. All I ever wanted to do was ride Motorcycles, kids today is not like us. Take-Care

[nthomas]

I ride a Harley, and I love it. BUT for the money I wish I would have spent it on a used bike instead. Either way I get my smiles from it and it stays. I know a lot of riders who ride Japanese cruisers that:

1. Out perform
2. Require less maintenance / Longer Intervals
3. Are cheaper MSRP and OTD
4. Dont charge an arm and a leg for parts and accessories that you have to put on as soon as you buy the damn thing.
5. Vulture like dealerships

Like I said, I ride Harley, Im not switching and am happy with my bike. But if you cant do something about your prices and dealership culture of having vulture like commission sales people then I'm sorry to see HD go out of business.

[ChevyMetalx]

If you ever wanted to ride just do it don't wait. Don't say I'll get one when I pay off some bills or ohhh maybe next year. There will always be bills that need to be payed but there won't always be a tomorrow. It's just money. Spend it while your still here and live life. Don't sit around and watch it pass by. This statement isn't just for bikes. It's for anything you want in life.

[jerrycoile]

Hell, I'll tell you why their sales are declining! It's simple, they have systematically ignored the very people who put them at the top and that's the blue collar man! I've had 4 brand new bikes from 2012 to 2015 and I simply can't afford to buy a new bike anymore. They have gone up in price so high it's ridiculous! I did pay $40, 000 for a Screaming Eagle Limited but, after 7 months, the payments were eating me alive and I just couldn't continue on like I was. The average blue collar man is having to pay for a home mortgage, his truck or his wife's car, and if there are kids in the family it's even worse. You used to could buy a Harley and I mean the touring bikes, fix them up with accessories, keep them, pay them off and when you sold it you could make a little profit so you could go buy another new one. Now Harley Davidson has flooded the market with all these new bikes and made getting one so easy with no down payment and a little credit, you are good to go! Anybody can buy a brand new Harley if your credit is approved. Harley owns the bank! Eagle Mark Savings will put you to riding buddy! Just ask Mr. Davidson! People want one so bad, they will make a hasty decision and buy one, keep it a few months or maybe if their lucky, at least a year. Then they turn around and sell them off to someone else and lose their ass off cause they will be lucky to break even. It's a viscious cycle where they are so easy to get but, if you decide you can't afford it any more, wife has a baby, some kind of hardship in your family, the bike is the first thing to go. Nobody wants to buy your bike because for one, you've probably only rode the bike but a few thousand miles or less and nobody wants a used bike with a couple thousand miles on it when they can walk into any dealership and get a new one financed! They blame it on the baby boomers saying they are getting older and they say the younger generation is the crowd they are catering to. The baby boomers are who put Harley on the map! HD stands for hundred dollar! You can't go into any dealership without spending $100 to buy something. Harley is slick! They will build a bike, sell it, and the very next year make some wholesale change to it and if a customer wants to upgrade say his headlight or something else with a new product that just come out, he can't just buy the headlight, they have to buy something else to make the headlight fit. I know because I had a 14 model Streetglide and changed out my headlight and was going to give my stock headlight to a friend that had a bike 2 years older than mine and it wouldn't fit! He would have had to buy a whole new nacell for it to work! Both bikes were Streetglides! I bet there people's garages all around the world with old (almost new) parts they accumalated over the years and can't do anything with them. I didn't mean to rant and rave but, Harley has screwed themselves because that old, old Harley the blue collar man purchased years ago that put Harley into the big time, can't afford a new one. When is the prices gonna stop going upward? I could not see myself buying another new Harley that costs as much as my dam truck!

[mikeburdette]

Matt. I'm a 65 year old Honda Gold Wing rider and have been riding motorcycles since 1963, but I must say that was one of the best videos I've seen for the support of motorcycling. Thanks so much!
Mike Burdette

[longwhiteline]

They bought more bikes cause they were affordable. Bikes now days costing people 30 grrand

[viciouscycles]

I cant justify spending $25000 plus on a new bike when I can buy a new truck for 10 grand more and drive it in the snow too. Also if you buy a brand new bike that bike will last you 20 years! Unless you absolutely want the newest models no need to buy a new bike every few years. My Dyna is now 18 years old and still gets the job done. Although thanks to these new Dyna posers my FXDX that books for $5400 is now worth over $10000 according to what dudes are selling Dynas for now. No Harley should cost more than $18000 They aren't worth a penny more. Lower prices = more sales it's simple economics. Harley is now run by buiness men and not bikers like the old days thats the problem. Profits over customers wants or needs.

[angrymotorman]

Im a new rider, i love riding. I like all kinds of bikes and i ride an M109R and love it. But here's the thing about motorcycles that i noticed real fast, everything about them is overpriced! I looked at replacing the stock size rims for my bike and the price was crazy! I could put a set of rims on my truck for the bike price of bike wheels. I think Harley Davidson makes nice bikes, but their prices are dumb high i like the fatboy but its like 18 thousand . For about 4 grand more i can get a Indian Chieftain with a 7inch screen, nav, remote locking bags, and front windshield control. Its crazy to over pay for a bike and still have to make changes to it.

[MISERSTYLE]

In my case I want a 2018 street glide special... But they're almost $25000.. Harley has to drop those prices. But yes heavy restrictions on EVERYTHING.

But once again. Harley Davidson will suffer. And if their prices keep increasing into the stratosphere. People just aren't going to buy them.

[GunsHarleysUSA]

Good video Matt and you hit on a lot of what's wrong with motorcycle sales through out the industry. One thing I see Harley losing sales over is due to their pricing, I mean when a fully loaded Harley cost as much as a fully loaded 4X4 truck well that's just plain crazy. Harley needs to stop and take another look at how much goes into their pockets which I would guess is a major factor in their pricing being so high. I own 3 Harleys at this time and with what I paid for them I could have damn near purchased another house.

[gmmototube]

What a beautiful and deep video! Being on 2 wheels no matter the brand, is a blessing and the definition of freedom. I myself as a rider thought this was great, thanks for sharing! 🤙