Harley-Davidson, facing another year of declining sales, seems to be in a state of confusion as it attempts to reinvent itself. With the introduction of the revised Softail lineup and the plans for new entry-level models, it’s as if the American icon is trying to copycat other brands’ strategies. The CEO’s confirmation of expanding the small bike lineup globally and producing more accessible cruisers hints at a desperate attempt to catch up, leaving one to wonder if this is Harley’s new playbook.
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