For over a century, Harley-Davidson roared down American highways as a symbol of rebellion, pride, and freedom. But in 2025, the iconic motorcycle brand is sputtering toward a full-blown collapse. From historic losses to a generational identity crisis, Harley’s future looks grim – and many believe the writing has been on the wall for years. Several automotive YouTubers, such as Dean Johnson and the Piston Crew decided to tackle this topic, as well as many Reddit communities, so let’s examine what they had to say.
A Financial Crisis Decades in the Making
Harley-Davidson reported a devastating $117 million loss in Q4 2024 alone, flipping from a modest $26 million profit just a year prior. Revenue for the motorcycle division fell 47%. Dealerships are closing across the U.S., and some have shut down after decades of loyal operation. In Piston Crew’s words, the company is “running on fumes.” But this didn’t happen overnight – it’s the result of years of bad bets and missed opportunities.
Harley’s Customer Base Is Aging Out
The core issue isn’t just money. It’s age. The average Harley buyer is now pushing 60. Reddit user u/Graywulff summed it up: “Half their riders won’t be riding in ten years.” Younger generations aren’t lining up to replace them. Today’s riders want bikes that are fast, affordable, and practical – three things Harley’s 700-pound $25,000 touring beasts are not.
Instead, the younger crowd is gravitating toward Japanese brands like Honda and Yamaha, or European newcomers like Royal Enfield and Triumph. These brands offer modern, stylish, and reliable bikes that don’t require a second mortgage to ride.
Overpriced and Underperforming
Harley’s pricing strategy is often ridiculed as the “Harley tax.” What was once a blue-collar brand is now firmly in luxury territory. A new Sportster S can cost $16,000 before accessories. The CVO Road Glide? Try $45,000. And even then, many customers report serious reliability issues – cracked welds, bad electronics, paint defects – all on brand-new bikes.
In YouTuber Dean Johnson’s blunt assessment, Harley “abandoned working-class riders” and “doubled down on electric motorcycles nobody asked for.”
LiveWire: A Silent Misfire
Harley’s electric spin-off, LiveWire, was meant to rebrand the company for the future. But it’s been a commercial failure. With prices over $22,000, range under 100 miles, and a lack of the signature Harley sound and feel, LiveWire failed to capture interest from both old-school bikers and new tech-savvy consumers. In 2024, Harley sold just 236 electric bikes. Not 236,000 – just 236.
Despite spinning it off as its own brand, LiveWire continues to bleed money, with projected losses of up to $80 million in 2025.
Dealerships Becoming Ghost Towns
Once the heart of Harley’s community, dealerships are now eerily empty. Some Reddit users describe walking into stores with only a few bikes on display, most of the space filled with $80 T-shirts. Others recount being pushed toward expensive models or told to wait months for a basic bike, only to be upsold at every turn.
Former Harley fan u/InvestingPrime put it plainly, saying how very other brand was either cheaper or just looked better, and how he could buy a brand new BMW motorcycle for the same price as a used Harley.
Indian and Foreign Brands Are Cleaning Up
As Harley stumbles, Indian Motorcycles is doing everything right. Backed by Polaris, Indian has captured disillusioned Harley fans with stylish, powerful, and more affordable bikes. The Scout, Chief Dark Horse, and Challenger are all winning head-to-head battles in both performance and price. Unlike Harley, Indian seems to understand what its customers actually want.
Meanwhile, Honda and Yamaha dominate in the entry-level and mid-tier markets, offering bikes that start under $10,000 and are trusted for their reliability and ease of use. Even Royal Enfield, once considered a niche brand, is gaining traction with younger buyers who appreciate its retro aesthetic at budget prices.
Harley’s Identity Crisis: Too Old to Evolve, Too Stubborn to Change
Harley is trapped. If it pivots to attract younger riders with affordable or electric models, it risks alienating its loyal boomer base. But if it doesn’t, the brand is guaranteed to age out and die. That internal tension has paralyzed Harley’s leadership, leading to inconsistent strategy and half-hearted attempts to modernize – most of which, like the V-Rod and Pan America, fell flat.
As Reddit user u/LanceArmsweak put it: “Harley just isn’t cool. It’s a fake sense of freedom with a bunch of suburban BBQ dads.”
The Image Problem
Harley’s brand – once its greatest asset – is now part of its downfall. Younger riders don’t want to be associated with what some call a “cringe” biker culture. And as Redditor u/pojo458 pointed out, the lifestyle itself has become “toxic and hostile” to anyone outside the traditional Harley mold.
Former fans say they felt unwelcome at dealerships or mocked for buying smaller Harley models. That kind of gatekeeping culture drives new riders straight into the arms of the competition.
The Culture Left Harley Behind
The culture that made Harley famous, road trips, wrenching in the garage, outlaw freedom, doesn’t resonate with most young people. Many live in cities, rely on public transit, or ride out of necessity, not identity. They want small, nimble bikes that are easy to maintain and cheap to insure, not massive, overpriced cruisers that drink gas and need constant care.
As Dean Johnson noted, the very idea of Harley-Davidson may simply be “too famous to change.” The brand’s legacy image is baked in so deeply that changing it might alienate everyone, old and new.
A Global Market They Can’t Compete In
Even as motorcycle sales skyrocket globally, Harley is left in the dust. Countries like Mexico, India, and Brazil are seeing double-digit sales growth, but Harley’s bikes are too big, too expensive, and too impractical for daily use in those markets. The company pulled out of India entirely in 2020 after a failed attempt to crack that market.
Meanwhile, Japanese and Chinese brands are thriving abroad with small, efficient, affordable models – exactly the opposite of Harley’s offerings.
Still Holding On – But For How Long?
Despite all this, Harley isn’t dead yet. The company still holds over $1.5 billion in cash and is servicing its debt. Its financial arm, Harley-Davidson Financial Services, remains profitable. But even that revenue is expected to fall by 10–15% this year.
The company is pouring hundreds of millions into spending while expecting flat or declining sales. Analysts predict continued losses for LiveWire, stagnant growth for its core business, and more dealership closures in the months ahead.
Can Harley Be Saved?
Harley-Davidson is no longer just fighting a business battle – it’s fighting to stay relevant in a changing world. To survive, it needs a bold transformation: lower prices, better reliability, and bikes that actually speak to the next generation. But that would mean letting go of the very identity that made it famous.
So, can Harley-Davidson be saved?
Maybe. But not without burning down the house it built and starting fresh.
Would you still bet on the brand? Or is it time to say goodbye to the sound of American thunder?
Mark grew up in the heart of Texas, where tornadoes and extreme weather were a part of life. His early experiences sparked a fascination with emergency preparedness and homesteading. A father of three, Mark is dedicated to teaching families how to be self-sufficient, with a focus on food storage, DIY projects, and energy independence. His writing empowers everyday people to take small steps toward greater self-reliance without feeling overwhelmed.