If you follow anything Sun Coast, you know I have a very love/hate relationship with Harley Davidson. I love what they did for the industry, creating the iconic "biker" mentality through Easy Rider and Marlon Brando movies, and changing the Motorcycle industry throughout the ages with the contributions to World War II.

How the mighty have fallen. For the last forty years, Harley has been on a down slope turned joke. They narrowed their market too much through the Reagan administration, and never took advantage of a broader market, and what was the result? Their competition took over. The stock numbers continue to crash, and Harley continues to post losses, which begs the question. Will they ever return to their former glory?

With the millions reported lost for Q4, Harley also announced a new plan called the "hardwire plan". Which will focus on eliminating lower end models and increasing electric models produced. They are also focusing on specific markets instead of worldwide domination. 

Unfortunately, it might be too late for Harley. The other brands have taken a good amount of the market share, and people just aren't buying motorcycles anymore. (or if they are, it's probably used) Which means the days of Harley's just flying off the shelves might be over forever. At this point, it seems like Harley might benefit from going back to their old ways and just ride out their target market. If you want to learn more about Harley's self destruction, I recommend watching this great video below. No one explains it better than this guy.

If you are still a Harley Davidson loyalist, keep your Harley Davidson on the road with used parts from Sun Coast.