The 2024 sales report from Harley-Davidson, like a mirror, reflects its diminishing luster in the global market. The seemingly 150,000 sales figures, however, mask the underlying concern of two consecutive years of significant decline. Europe, the Middle East, and Africa saw a 11% decline, with the Asia-Pacific region experiencing an even bigger 18% drop. The so-called entry-level products seem to have little impact in the most populous markets of China and India. While the North American market remained stable, it’s the luxury models that seem to be attracting those ‘veteran riders’ willing to shell out for these ‘antiques’.
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