chicagotribune.com

Harley-Davidson faces trade-war drag, aging customers, and exec attacks

Harley-Davidson logoHarley-Davidson
Sig3.20Sen-5.40Env0.00Soc-1.10Gov-1.00

Trump’s rise did not deliver a windfall for Harley-Davidson. Trade wars have continued to weigh on financial results, while renewed pressure from conservative activists attacks the company’s executives over alleged “woke” policies. The market value has fallen sharply since 2017, customers are aging, and younger riders are drawn to lower-priced Japanese rivals. CEO Artie Starrs calls 2026 a transition year.

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