Millennials No "Easy Rider" Generation - Harley-Davidson's Sales Continue Downward
Jane Genova: Speechwriter - Ghostwriter
FEBRUARY 19, 2018
Harley-Davidson can't regain its cultural hold as a symbol of freedom. The "Easy Rider" mindset isn't catching on with Millennials. For 2017, reports MarketWatch , the company's motorcycle revenue dropped 6.8% to $4.92 billion. Global sales were down 6.7%, with the largest drop in the U.S. , at 8.5%. Harley-Davidson announced it's closing its Kansas City, Missouri plant, wiping out 800 jobs. There the popular Softtail model had been made.