While some observers note that the company still has a strong brand identity and loyal customer base, the persistent downward trend in sales and profitability has led to serious concerns about its long-term stability. Key details regarding Harley-Davidson’s current situation:Financial Decline: Following years of falling revenue, 2024–2025 saw steep drops in shipments and a shift to negative operating income in the fourth quarter of 2024.Declining Demand: Retail sales have plunged for four consecutive years as of early 2026.Market Share & Competition: Despite holding roughly 30% of the U.S. market, the brand is struggling to attract younger, new riders.External Pressures: The company faces significant financial impacts from tariffs and a shrinking global market, necessitating new strategic plans.Strategic Struggles: Attempts to pivot, including electric models, have not yet yielded the necessary turnaround, with a new strategic plan due in May 2026. IS IT OVER FOR HARLEY DAVIDSON Woman pleads guilty to shooting at Hells Angels Clubhouse HELLS ANGELS GET THEIR REVENGE This is my life is the ultimate rebellion Man Crashes Truck Into Harley-Davidson Dealership