Harley-Davidson is actively shaping its future through a blend of innovation and strategic initiatives, aiming to balance its storied heritage with modern advancements.

Electric Mobility and LiveWire

A significant focus for Harley-Davidson is the expansion of its electric vehicle lineup. The company has established LiveWire as a dedicated electric motorcycle brand, reflecting its commitment to sustainable transportation. In 2023, CEO Jochen Zeitz stated that Harley-Davidson "will be all-electric" in the future, indicating a long-term vision toward electrification.

LiveWire's offerings include the LiveWire ONE and the recently introduced S2 Del Mar, which debuted in the second quarter of 2022.

Looking ahead, Harley-Davidson plans to release a range of high-performance electric maxi-scooters in collaboration with Taiwanese manufacturer KYMCO by 2026. These scooters will utilize LiveWire's S2 Arrow powertrain, known for its performance and efficiency.

The Hardwire Strategic Plan

In 2021, Harley-Davidson unveiled "The Hardwire," a five-year strategic plan (2021-2025) aimed at achieving long-term profitable growth and enhancing brand desirability. Key elements of this plan include:

• Investing in Core Segments: Strengthening leadership in Touring, large Cruiser, and Trike segments.

• Expanding into New Segments: Entering Adventure Touring and other areas to unlock new opportunities.

• Commitment to Electric Vehicles: Establishing a dedicated division focused exclusively on electric motorcycles.

• Enhancing Lifestyle Brand: Reinforcing Harley-Davidson as a global lifestyle brand through parts, accessories, and riding gear.

This strategic focus underscores Harley-Davidson's dedication to innovation while honoring its

Recent and Upcoming Models

The 2025 model lineup showcases Harley-Davidson's commitment to blending tradition with modernity. Notable models include:

• Fat Boy 114: Retaining its bold styling with potential technological updates and enhanced performance.

• CVO Street Glide 121 and CVO Road Glide 121: Featuring the Milwaukee-Eight 121 engine, offering increased power and advanced features.

• Breakout 117: Combining classic design with modern performance enhancements.

• Heritage Classic 114: Merging vintage aesthetics with contemporary technology.

These models reflect Harley-Davidson's efforts to cater to diverse rider preferences while integrating cutting-edge technology.

Challenges and Market Dynamics

Despite these advancements, Harley-Davidson faces challenges, including an aging customer base and evolving market dynamics. The company has experienced fluctuations in sales and stock performance, prompting a strategic emphasis on premium models and a reduction in lower-end options. This approach aims to maintain profitability but has raised concerns about attracting new riders.

Additionally, Harley-Davidson has navigated internal and external pressures, such as dealer relations and responses to social and political issues. In August 2024, the company announced a shift away from certain diversity initiatives, focusing more on its core customer base and traditional values.

In summary, Harley-Davidson is actively pursuing a future that honors its rich heritage while embracing innovation. Through strategic planning, a commitment to electric mobility, and a diverse model lineup, the company aims to navigate industry challenges and continue its legacy as a leader in the motorcycle world.