Harley Davidson

To build our legend by leading our industry in the timeless pursuit of adventure and freedom for the soul.

Harley Davidson SWOT Analysis

Updated: October 2, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Harley Davidson was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Harley-Davidson SWOT analysis reveals a powerful yet vulnerable icon at a crossroads. Its monumental brand equity, profitable core, and loyal base provide a strong foundation. However, this strength is anchored to a declining demographic and threatened by fierce competition and a slow pivot to new markets and technologies like electric. The Hardwire strategy has successfully bolstered profitability, but the critical challenge remains: rejuvenating the brand for a new generation. The path forward requires a dual strategy: defending the profitable fortress of the heavyweight market while aggressively and effectively diversifying into international, non-traditional, and electric segments. Success hinges on transforming brand perception from a legacy icon into a timeless symbol of adventure for all, not just a few. This requires bold product innovation and a marketing revolution to ensure the roar of a Harley continues for another century.

Polaris (Indian) Honda Yamaha BMW Ducati

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To build our legend by leading our industry in the timeless pursuit of adventure and freedom for the soul.

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Strengths

BRAND: Iconic brand equity valued in billions; a key intangible asset.
PROFITABILITY: Hardwire strategy improved margins; operating margin ~14%.
FINANCING: HDFS provides a stable, profitable financing arm for sales.
DEALERS: Extensive global dealer network is a massive distribution asset.
LOYALTY: Core customer base exhibits extremely high brand loyalty/repeat buys.

Weaknesses

DEMOGRAPHICS: Core customer base is aging out, with slow youth adoption.
SALES: Declining North American retail sales, down 7% in Q1 2024.
LIVEWIRE: Slow adoption and significant operating losses from EV division.
PRICING: Premium pricing makes products inaccessible to younger buyers.
DEPENDENCE: Over-reliance on heavyweight US market creates concentration risk.

Opportunities

INTERNATIONAL: Untapped growth potential in Asia-Pacific markets.
ADVENTURE: Pan America success shows potential in non-cruiser segments.
APPAREL: Grow General Merchandise into a high-margin, standalone business.
USED MARKET: Certified pre-owned program can attract new, younger buyers.
DIGITAL: Enhance digital retail and customer engagement to reach new demos.

Threats

COMPETITION: Polaris' Indian brand gaining significant market share in US.
ECONOMIC: High interest rates and inflation curb discretionary spending.
REGULATION: Global emissions regulations threaten the core V-Twin product.
PERCEPTION: Brand is often perceived as outdated by younger generations.
SUPPLY CHAIN: Geopolitical risks can disrupt global supply and logistics.

Key Priorities

DIVERSIFY: Aggressively expand into new segments and international markets.
REJUVENATE: Launch products and marketing to attract a younger audience.
ELECTRIFY: Fix the LiveWire strategy to capture a share of the EV market.
OPTIMIZE: Defend the profitable core heavyweight market from competitors.

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Harley Davidson OKR

Updated: October 2, 2025 • 2025-Q4 Analysis

This Harley-Davidson OKR plan is a masterclass in strategic focus, directly translating existential threats into actionable growth drivers. It wisely balances defending the profitable core ('ENERGIZE THE CORE') with the urgent need for expansion and rejuvenation ('WIN THE FUTURE'). The objectives are aspirational and clear. The Key Results are specific, measurable, and tackle the company's deepest challenges head-on—from LiveWire's unprofitability to attracting younger buyers. By integrating AI-driven efficiencies and data-centric marketing, this plan provides a clear, disciplined roadmap. If executed relentlessly, these OKRs will not just navigate the current headwinds but will actively shape a more resilient and legendary future for the Harley-Davidson brand, ensuring its roar is heard for generations to come.

Polaris (Indian) Honda Yamaha BMW Ducati

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To build our legend by leading our industry in the timeless pursuit of adventure and freedom for the soul.

WIN THE FUTURE

Capture the next generation of riders worldwide.

LAUNCH: 3 new models in middleweight/adventure segments with 50% of buyers under age 40.
GROWTH: Increase international retail sales in Asia-Pacific by 15% through targeted marketing.
DIGITAL: Achieve a 25% increase in qualified leads from digital channels targeting new demos.
CERTIFIED: Double the sales volume of certified pre-owned bikes to create an entry point.

ENERGIZE THE CORE

Innovate and defend our profitable heavyweight market.

TOURING: Grow market share in the Grand American Touring segment by 2 percentage points vs. rivals.
EXPERIENCE: Increase dealer service retention rate by 10% via new loyalty program initiatives.
CUSTOMIZATION: Boost Parts & Accessories revenue per new bike sold by 15% with new product bundles.
AI-OPS: Reduce manufacturing line downtime by 20% by implementing a predictive maintenance AI model.

LEAD IN ELECTRIC

Build a viable, desirable electric motorcycle brand.

PATHWAY: Reduce LiveWire's operating loss by 40% through supply chain and operational efficiencies.
ADOPTION: Secure 3 major fleet partnerships for LiveWire motorcycles in key urban markets globally.
AWARENESS: Triple brand awareness for LiveWire in the 18-35 demographic via targeted campaigns.
NETWORK: Establish LiveWire-specific sales & service points in the top 20 global EV markets.

AMPLIFY THE BRAND

Expand our lifestyle footprint beyond motorcycles.

APPAREL: Increase direct-to-consumer apparel revenue by 20% through an enhanced e-commerce platform.
LICENSING: Sign 5 new major licensing deals in non-traditional categories like lifestyle hospitality.
COMMUNITY: Grow digital engagement on social platforms by 30% with content celebrating rider freedom.
DATA: Implement a unified customer data platform to increase marketing personalization score by 40%.

METRICS

Motorcycle Segment Operating Income Margin: 15%
Global Retail Sales Units: 200,000
Earnings Per Share (EPS): $5.50

VALUES

Tell the Truth
Be Fair
Keep Your Promises
Respect the Individual
Encourage Intellectual Curiosity

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Harley Davidson Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Harley-Davidson Q1 2024 Earnings Report and Webcast
Harley-Davidson 2023 Annual Report (10-K Filing)
Investor Presentations from investor.harley-davidson.com
Publicly available financial data from Yahoo Finance for HOG
Company website for mission, leadership, and product information

Polaris (Indian) Honda Yamaha BMW Ducati

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To build our legend by leading our industry in the timeless pursuit of adventure and freedom for the soul.

Toggle Theme

What Went Well

PROFITABILITY: Maintained strong operating margins despite lower revenue.
TOURING: Continued strength and high demand in the core Touring segment.
HDFS: Harley-Davidson Financial Services continues to perform strongly.
INTERNATIONAL: Some growth in EMEA and Asia Pacific markets showed promise.
STRATEGY: Continued disciplined execution of The Hardwire strategic plan.

Not So Well

REVENUE: Consolidated revenue declined year-over-year in Q1 2024.
NORTH AMERICA: Retail sales in the largest market saw a significant drop.
LIVEWIRE: Continued operating losses and very low unit sales volumes.
SHIPMENTS: Wholesale shipments were down, impacting dealer inventory.
GUIDANCE: Full-year outlook suggests flat to declining revenue growth.

Learnings

CORE IS KEY: The heavyweight touring segment is the undisputed profit engine.
DIVERSIFICATION IS SLOW: New segments are not yet offsetting core declines.
PRICING POWER: Brand allows for premium pricing, which protects margins.
MACRO HEADWINDS: High interest rates are a real barrier for new buyers.
EV IS HARD: Building a profitable electric motorcycle brand is a long-term.

Action Items

DEALERS: Support dealer network to manage inventory and drive retail sales.
MARKETING: Increase focus on marketing that resonates with younger buyers.
LIVEWIRE: Re-evaluate LiveWire's cost structure and go-to-market strategy.
PRODUCT: Launch compelling new models in profitable and growth segments.
EFFICIENCY: Continue finding operational efficiencies to protect margins.

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Harley Davidson Market

AI-Powered Insights

Claude

Gemini

GPT

Harley-Davidson Q1 2024 Earnings Report and Webcast
Harley-Davidson 2023 Annual Report (10-K Filing)
Investor Presentations from investor.harley-davidson.com
Publicly available financial data from Yahoo Finance for HOG
Company website for mission, leadership, and product information

Founded: 1903
Market Share: ~45% in U.S. 601+cc market
Customer Base: Primarily 50+ males; targeting younger, diverse riders
Category:
Motorcycle Manufacturing
SIC Code: 3751
NAICS Code: 336991 Motorcycle, Bicycle, and Parts Manufacturing
Location: Milwaukee, Wisconsin
Zip Code: 53208 Milwaukee, Wisconsin
Congressional District: WI-4 MILWAUKEE
Employees: 6300

Competitors

Polaris (Indian) Request Analysis

Honda Request Analysis

Yamaha Request Analysis

BMW View Analysis

Ducati Request Analysis

Products & Services

No products or services data available

Distribution Channels

Harley Davidson Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Harley-Davidson Q1 2024 Earnings Report and Webcast
Harley-Davidson 2023 Annual Report (10-K Filing)
Investor Presentations from investor.harley-davidson.com
Publicly available financial data from Yahoo Finance for HOG
Company website for mission, leadership, and product information

Problem

Desire for personal freedom and adventure
Need for escape from mundane daily life
Lack of connection to a strong community
Search for an authentic, iconic identity

Solution

High-performance heavyweight motorcycles
Global community via Harley Owners Group
Apparel and accessories for the lifestyle
Financial services to enable ownership

Key Metrics

Retail motorcycle sales volume
Motorcycle segment operating income margin
HDFS operating income
Parts, Accessories & Apparel revenue

Unique

120+ year American heritage and legacy
The distinct sound of the V-Twin engine
The world's largest factory-sponsored club
Unparalleled brand loyalty and recognition

Advantage

Iconic brand that cannot be replicated
Extensive, experienced global dealer base
Strongly integrated financing business
Deeply embedded in popular culture

Channels

Independent global dealer network
Company-owned website for apparel/parts
Global events and rallies (e.g., Sturgis)

Customer Segments

High-income males aged 50+
New, younger and more diverse riders
International enthusiasts (EMEA, APAC)
Brand loyalists and lifestyle participants

Costs

Manufacturing and raw material costs
Research and development (R&D)
Global marketing and advertising spend
Dealer network support and incentives

Harley Davidson Product Market Fit Analysis

Updated: October 2, 2025

Harley-Davidson provides more than a machine; it delivers the timeless pursuit of adventure. The company offers an escape into personal freedom through iconic motorcycles, backed by an unmatched global community of riders. It's not just about the ride, it's about owning a piece of a legend and joining a story that's been 120 years in the making.

ICONIC HERITAGE: Owning a piece of American history that stands for freedom.

UNMATCHED COMMUNITY: Joining a global family of riders through H.O.G. events.

PERSONAL ADVENTURE: Creating your own story on the open road with our bikes.

Before State

Feeling constrained by daily routines
Lacking a sense of personal freedom
Disconnected from a passionate community

After State

Experiencing the thrill of the open road
Embracing personal freedom and adventure
Joining a global brotherhood of riders

Negative Impacts

Monotony leading to dissatisfaction
Missed opportunities for exploration
Isolation and lack of belonging

Positive Outcomes

Increased personal fulfillment and well-being
Creating lifelong memories and stories
Building strong bonds with like-minded people

Key Metrics

Customer Retention Rates

Estimated 70-75%

Net Promoter Score (NPS)

Estimated 50-60

User Growth Rate

Negative in North America

Customer Feedback/Reviews

4.2/5 on ConsumerAffairs

Repeat Purchase Rates

High among core demographic

Requirements

A reliable and powerful motorcycle
Access to a supportive dealer network
Opportunities to connect with other riders

Why Harley Davidson

Engineer iconic, high-performance bikes
Cultivate a world-class dealer experience
Foster community via H.O.G. and events

Harley Davidson Competitive Advantage

120+ years of authentic brand heritage
Unmistakable design and sound DNA
The largest organized rider community

Proof Points

Millions of passionate riders worldwide
Harley Owners Group (H.O.G.) chapters
Countless stories of life-changing journeys

Harley Davidson Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Harley-Davidson Q1 2024 Earnings Report and Webcast
Harley-Davidson 2023 Annual Report (10-K Filing)
Investor Presentations from investor.harley-davidson.com
Publicly available financial data from Yahoo Finance for HOG
Company website for mission, leadership, and product information

Strategic pillars derived from our vision-focused SWOT analysis

Prioritize profitable core segments over volume.

Enter high-potential segments strategically.

Establish LiveWire as the top electric brand.

Grow lifestyle apparel and licensing revenue.

What You Do

Designs, manufactures, and sells heavyweight motorcycles

Target Market

Riders seeking adventure, freedom, and an iconic brand

Differentiation

Iconic American brand heritage and community
Distinctive V-Twin engine sound and style

Revenue Streams

Motorcycle sales
Parts, accessories, and apparel
Financial services (HDFS)

Harley Davidson Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Harley-Davidson Q1 2024 Earnings Report and Webcast
Harley-Davidson 2023 Annual Report (10-K Filing)
Investor Presentations from investor.harley-davidson.com
Publicly available financial data from Yahoo Finance for HOG
Company website for mission, leadership, and product information

Company Operations

Organizational Structure: Divisional: H-D Motor Company, LiveWire, HDFS
Supply Chain: Global sourcing with primary assembly in the USA
Tech Patents: Patents in engine design, EV tech, and vehicle systems
Website: https://www.harley-davidson.com

Top Clients

Board Members

Harley Davidson Competitive Forces

Threat of New Entry

LOW: High capital investment for manufacturing, established distribution channels, and immense brand loyalty create huge barriers to entry.

Supplier Power

MODERATE: H-D is a large buyer, but specialized components and unionized labor give key suppliers leverage on pricing and terms.

Buyer Power

MODERATE: Individual buyers have low power, but the collective shift in consumer preference towards different styles gives the market power.

Threat of Substitution

HIGH: Buyers can choose other forms of recreation (boats, RVs) or more affordable motorcycle brands, fulfilling the same leisure needs.

Competitive Rivalry

HIGH: Intense rivalry from Polaris (Indian) in the US heavyweight market, plus strong competition from Japanese and European brands.

Analysis of AI Strategy

Updated: October 2, 2025 • 2025-Q4 Analysis

The Harley-Davidson AI SWOT analysis indicates a significant, untapped opportunity. The company's core strength lies in its vast, proprietary datasets—from rider behavior via H.O.G. to decades of manufacturing intelligence. This is the fuel for a powerful AI engine. However, legacy systems and a culture not native to rapid tech adoption are significant hurdles. The immediate priority must be to leverage AI for tangible business outcomes: hyper-personalized marketing to attract younger riders and operational optimization to bolster the bottom line. By focusing AI on solving its core demographic and efficiency challenges, Harley-Davidson can transform its data from a passive asset into an active strategic weapon. The vision is an AI-powered H-D that anticipates rider needs, streamlines operations, and makes the brand more relevant and accessible to the next generation, ensuring its legend evolves in the digital age.

Polaris (Indian) Honda Yamaha BMW Ducati

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To build our legend by leading our industry in the timeless pursuit of adventure and freedom for the soul.

Strengths

DATA: Rich dataset on rider behavior from H.O.G. and connected bikes.
MANUFACTURING: Decades of production data for process optimization AI.
FINANCE: HDFS has extensive customer financial data for risk modeling AI.
NETWORK: Dealer network provides a physical channel for AI-driven services.

Weaknesses

LEGACY: Outdated IT infrastructure may hinder large-scale AI deployment.
TALENT: Lack of in-house AI expertise compared to tech-focused competitors.
CULTURE: A traditional manufacturing culture slow to adopt AI innovation.
INTEGRATION: Siloed data across different business units limits AI potential.

Opportunities

PERSONALIZATION: AI-driven marketing to target new demographics effectively.
MAINTENANCE: Predictive maintenance alerts for riders based on usage data.
SUPPLY CHAIN: AI to optimize inventory management across the dealer network.
DESIGN: Generative AI to accelerate new motorcycle design and prototyping.

Threats

COMPETITORS: Rivals using AI to create better rider experiences and products.
SECURITY: Increased cybersecurity risks associated with connected-bike data.
BIAS: AI models could reinforce existing demographic biases in marketing.
COST: High cost of developing and implementing transformative AI solutions.

Key Priorities

MARKETING: Deploy AI for hyper-personalized marketing to new demographics.
OPERATIONS: Use AI to optimize supply chain and manufacturing efficiency.
PRODUCT: Integrate AI for predictive maintenance and enhanced rider UX.
DATA: Unify customer and operational data onto a modern platform for AI.

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Harley Davidson Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Harley-Davidson Q1 2024 Earnings Report and Webcast
Harley-Davidson 2023 Annual Report (10-K Filing)
Investor Presentations from investor.harley-davidson.com
Publicly available financial data from Yahoo Finance for HOG
Company website for mission, leadership, and product information

Profit: 707 million USD (Net Income TTM Q1 2024)

Market Cap: 4.5 billion USD (May 2024)

Stock Performance

Annual Report: View Report

Debt: 6.1 billion USD (Total Debt Q1 2024)

ROI Impact: Hardwire strategy focuses on ROI over volume

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Legacy Incumbent

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Harley-Davidson's Iconic Index reflects a company with immense brand ambition but constrained by significant market headwinds and internal weaknesses. Its high ambition score is tempered by moderate achievability due to the challenge of rejuvenating its demographic. The SWOT score is balanced, showing powerful strengths offset by severe threats. The OKRs are strong and focused. Ultimately, H-D is a legacy icon whose future growth depends entirely on executing a difficult but necessary transformation.

SWOT Factors

Upside: 69.3 Risk: 76.7

OKR Impact

AI Leverage

Top 3 Strategic Levers

Solve the demographic crisis by attracting younger riders.

Accelerate and de-risk the transition to electric vehicles.

Expand aggressively into high-growth international markets.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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