Harley–Davidson: Demand For Motorcycles Decreases Nationwide, Seeks New Generation Of Riders

By  //  February 1, 2017

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U.S. motorcycle registrations down 5.6 percent

ABOVE VIDEO: A quick overhead tour of Space Coast Harley Davidson, located on 1440 Sportsman Ln NE, in Palm Bay. 

(FOX BUSINESS) – Harley-Davidson (HOG) on Tuesday said demand for motorcycles in the U.S. continued to decelerate in 2016, so the famed motorcycle maker is embarking on an effort to bring new riders into the sport.

The company said it is focused on promoting motorcycle riding in the U.S., looking to expand its reach beyond the traditional motorcycle buyer.

CEO Matt Levatich said the plan reflects challenges in the U.S., as Harley-Davidson braces for a “new normal” in the domestic market.

“Now more than ever, we’re not only in the business of building great motorcycles. We’re in the business of building riders,” Levatich told analysts on a conference call Tuesday.

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Shares of Harley-Davidson retreated 3.5% to $55.90 on Tuesday. The stock, which enjoyed a strong 2016, is down 4.3% since the start of 2017


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