Best of the Week
Most Popular
1. Gold vs Cash in a Financial Crisis - Richard_Mills
2.Current Stock Market Rally Similarities To 1999 - Chris_Vermeulen
3.America See You On The Dark Side Of The Moon - Part2 - James_Quinn
4.Stock Market Trend Forecast Outlook for 2020 - Nadeem_Walayat
5.Who Said Stock Market Traders and Investor are Emotional Right Now? - Chris_Vermeulen
6.Gold Upswing and Lessons from Gold Tops - P_Radomski_CFA
7.Economic Tribulation is Coming, and Here is Why - Michael_Pento
8.What to Expect in Our Next Recession/Depression? - Raymond_Matison
9.The Fed Celebrates While Americans Drown in Financial Despair - John_Mauldin
10.Hi-yo Silver Away! - Richard_Mills
Last 7 days
Stocks: When Grass Looks Greener on the Other Side of the ... Pond - 3rd Apr 20
How the C-Factor Could Decimate 2020 Global Gold and Silver Production - 3rd Apr 20
US Between Scylla and Charybdis Covid-19 - 3rd Apr 20
Covid19 What's Your Risk of Death Analysis by Age, Gender, Comorbidities and BMI - 3rd Apr 20
US Coronavirus Infections & Deaths Trend Trajectory - How Bad Will it Get? - 2nd Apr 20
Silver Looks Bearish Short to Medium Term - 2nd Apr 20
Mickey Fulp: 'Never Let a Good Crisis Go to Waste' - 2nd Apr 20
Stock Market Selloff Structure Explained – Fibonacci On Deck - 2nd Apr 20
COVID-19 FINANCIAL LOCKDOWN: Can PAYPAL Be Trusted to Handle US $1200 Stimulus Payments? - 2nd Apr 20
Day in the Life of Coronavirus LOCKDOWN - Sheffield, UK - 2nd Apr 20
UK Coronavirus Infections and Deaths Trend Trajectory - Deviation Against Forecast - 1st Apr 20
Huge Unemployment Is Coming. Will It Push Gold Prices Up? - 1st Apr 20
Gold Powerful 2008 Lessons That Apply Today - 1st Apr 20
US Coronavirus Infections and Deaths Projections Trend Forecast - Video - 1st Apr 20
From Global Virus Acceleration to Global Debt Explosion - 1st Apr 20
UK Supermarkets Coronavirus Panic Buying Before Lock Down - Tesco Empty Shelves - 1st Apr 20
Gold From a Failed Breakout to a Failed Breakdown - 1st Apr 20
P FOR PANDEMIC - 1st Apr 20
The Past Stock Market Week Was More Important Than You May Understand - 31st Mar 20
Coronavirus - No, You Do Not Hear the Fat Lady Warming Up - 31st Mar 20
Life, Religions, Business, Globalization & Information Technology In The Post-Corona Pandemics Age - 31st Mar 20
Three Charts Every Stock Market Trader and Investor Must See - 31st Mar 20
Coronavirus Stocks Bear Market Trend Forecast - Video - 31st Mar 20
Coronavirus Dow Stocks Bear Market Into End April 2020 Trend Forecast - 31st Mar 20
Is it better to have a loan or credit card debt when applying for a mortgage? - 31st Mar 20
US and UK Coronavirus Trend Trajectories vs Bear Market and AI Stocks Sector - 30th Mar 20
Are Gold and Silver Mirroring 1999 to 2011 Again? - 30th Mar 20
Stock Market Next Cycle Low 7th April - 30th Mar 20
United States Coronavirus Infections and Deaths Trend Forecasts Into End April 2020 - 29th Mar 20
Some Positives in a Virus Wracked World - 29th Mar 20
Expert Tips to Save on Your Business’s Office Supply Purchases - 29th Mar 20
An Investment in Life - 29th Mar 20
Sheffield Coronavirus Pandemic Infections and Deaths Forecast - 29th Mar 20
UK Coronavirus Infections and Deaths Projections Trend Forecast - Video - 28th Mar 20
The Great Coronavirus Depression - Things Are Going to Change. Here’s What We Should Do - 28th Mar 20
One of the Biggest Stock Market Short Covering Rallies in History May Be Imminent - 28th Mar 20
The Fed, the Coronavirus and Investing - 28th Mar 20
Women’s Fashion Trends in the UK this 2020 - 28th Mar 20
The Last Minsky Financial Snowflake Has Fallen – What Now? - 28th Mar 20
UK Coronavirus Infections and Deaths Projections Trend Forecast Into End April 2020 - 28th Mar 20
DJIA Coronavirus Stock Market Technical Trend Analysis - 27th Mar 20
US and UK Case Fatality Rate Forecast for End April 2020 - 27th Mar 20
US Stock Market Upswing Meets Employment Data - 27th Mar 20
Will the Fed Going Nuclear Help the Economy and Gold? - 27th Mar 20
What you need to know about the impact of inflation - 27th Mar 20
CoronaVirus Herd Immunity, Flattening the Curve and Case Fatality Rate Analysis - 27th Mar 20
NHS Hospitals Before Coronavirus Tsunami Hits (Sheffield), STAY INDOORS FINAL WARNING! - 27th Mar 20
CoronaVirus Curve, Stock Market Crash, and Mortgage Massacre - 27th Mar 20
Finding an Expert Car Accident Lawyer - 27th Mar 20
We Are Facing a Depression, Not a Recession - 26th Mar 20
US Housing Real Estate Market Concern - 26th Mar 20
Covid-19 Pandemic Affecting Bitcoin - 26th Mar 20
Italy Coronavirus Case Fataility Rate and Infections Trend Analysis - 26th Mar 20
Why Is Online Gambling Becoming More Popular? - 26th Mar 20
Dark Pools of Capital Profiting from Coronavirus Stock Markets CRASH! - 26th Mar 20
CoronaVirus Herd Immunity and Flattening the Curve - 25th Mar 20
Coronavirus Lesson #1 for Investors: Beware Predictions of Stock Market Bottoms - 25th Mar 20
CoronaVirus Stock Market Trend Implications - 25th Mar 20
Pandemonium in Precious Metals Market as Fear Gives Way to Command Economy - 25th Mar 20
Pandemics and Gold - 25th Mar 20
UK Coronavirus Hotspots - Cities with Highest Risks of Getting Infected - 25th Mar 20
WARNING US Coronavirus Infections and Deaths Going Ballistic! - 24th Mar 20
Coronavirus Crisis - Weeks Where Decades Happen - 24th Mar 20
Industry Trends: Online Casinos & Online Slots Game Market Analysis - 24th Mar 20
Five Amazingly High-Tech Products Just on the Market that You Should Check Out - 24th Mar 20
UK Coronavirus WARNING - Infections Trend Trajectory Worse than Italy - 24th Mar 20
Rick Rule: 'A Different Phrase for Stocks Bear Market Is Sale' - 24th Mar 20
Stock Market Minor Cycle Bounce - 24th Mar 20
Gold’s century - While stocks dominated headlines, gold quietly performed - 24th Mar 20
Big Tech Is Now On The Offensive Against The Coronavirus - 24th Mar 20
Socialism at Its Finest after Fed’s Bazooka Fails - 24th Mar 20
Dark Pools of Capital Profiting from Coronavirus Stock and Financial Markets CRASH! - 23rd Mar 20
Will Trump’s Free Cash Help the Economy and Gold Market? - 23rd Mar 20
Coronavirus Clarifies Priorities - 23rd Mar 20
Could the Coronavirus Cause the Next ‘Arab Spring’? - 23rd Mar 20
Concerned About The US Real Estate Market? Us Too! - 23rd Mar 20
Gold Stocks Peak Bleak? - 22nd Mar 20
UK Supermarkets Coronavirus Panic Buying, Empty Tesco Shelves, Stock Piling, Hoarding Preppers - 22nd Mar 20
US Coronavirus Infections and Deaths Going Ballistic as Government Start to Ramp Up Testing - 21st Mar 20
Your Investment Portfolio for the Next Decade—Fix It with the “Anti-Stock” - 21st Mar 20
CORONA HOAX: This Is Almost Completely Contrived and Here’s Proof - 21st Mar 20
Gold-Silver Ratio Tops 100; Silver Headed For Sub-$10 - 21st Mar 20
Coronavirus - Don’t Ask, Don’t Test - 21st Mar 20
Napag and Napag Trading Best Petroleum & Crude Oil Company - 21st Mar 20
UK Coronavirus Infections Trend Trajectory Worse than Italy - Government PANICs! Sterling Crashes! - 20th Mar 20
UK Critical Care Nurse Cries at Empty SuperMarket Shelves, Coronavirus Panic Buying Stockpiling - 20th Mar 20
Coronavirus Is Not an Emergency. It’s a War - 20th Mar 20
Why You Should Invest in the $5 Gold Coin - 20th Mar 20
Four Key Stock Market Questions To This Coronavirus Crisis Everyone is Asking - 20th Mar 20
Gold to Silver Ratio’s Breakout – Like a Hot Knife Through Butter - 20th Mar 20
The Coronavirus Contraction - Only Cooperation Can Defeat Impending Global Crisis - 20th Mar 20
Is This What Peak Market Fear Looks Like? - 20th Mar 20
Alessandro De Dorides - Business Consultant - 20th Mar 20
Why a Second Depression is Possible but Not Likely - 20th Mar 20

Market Oracle FREE Newsletter

Coronavirus-bear-market-2020-analysis

Harley Davidson Looking at Electric Bikes to Save the Day

Companies / Electric Cars Feb 27, 2019 - 05:09 PM GMT

By: Rodney_Johnson

Companies

My father had a Harley in the mid-1980s, which I would ride from time to time. It was an ’83 Sportster, and it leaked oil, and the electrical system would cut off when you turned a corner.

Back then that was called “character.” Today, we’d call it sloppy workmanship.

Insiders bought the company from conglomerate AMF in the early 1980s, and by the end of the decade they’d returned the storied brand to its historical place – a well-made American icon.




Harley Davidson (NYSE: HOG) rode through the 1990s and early 2000s like a company on a mission. It sold a zillion “hogs” to aging professional Baby Boomers (like my father) who longed to connect with some distant part of their DNA that called for rebellion.

The Boomers were the right age, their early 40s, and Harley had the right product.

Then came 2006…

Note that I didn’t say, 2008 or 2009, referring to the financial crisis. Harley’s problem came sooner.

In 2006 the highest number of Boomers reached the prime motorcycle-buying age of 45. Our research suggested that Harley was going to struggle after that, which is exactly what happened.

Since then, Harley has tried to move mountains to regain its pace in selling motorcycles, but to no avail. In its latest earnings report, Harley noted it sold fewer bikes in 2018 than it did in 2017, and expect to sell fewer again this year.

But they have a plan. Harley will introduce the LiveWire Electric Bike later this year, and two electric scooters by 2022.

Unfortunately, it won’t work…

Harley riders don’t come in many shapes in sizes. Most are aging men. Yes, there are plenty of exceptions, and Harley works hard on expanding its appeal to women and younger buyers. But they’ve had limited success.

The brand’s history speaks to rebellion, power, and national pride. Those aren’t bad things, but they don’t exactly scream “young, female, globalist, urban-dweller with a cat that attends the Women’s March.” Again, those qualities aren’t inherently good or bad either, they just don’t come to mind when someone says, “Harley.”

Go ahead. Picture a Harley on the street in your head. Who’s riding it?

And then there’s the problem of the motorcycles themselves…

Most Harleys are big. The smallest traditional bike is the Sportster 883, which displaces 883 cubic centimeters (cc’s) and weighs 564 lbs.

The newer Harley lineup of Street bikes includes the modest Street 500, which displaces 500 cc’s and weighs a mere 492 pounds. Remember, these are the smallest, and the Street series has been plagued by maintenance issues.

You can get a new Honda CB300, which displaces 281 cc’s and weighs 313 pounds, for a couple of thousand dollars less than the Street 500. For the Millennial crowd that’s carrying student loan debt and isn’t interested in channeling Marlon Brando, James Dean, or their dad, that’s a pretty good option.

Now, about those electric bikes…

I’m a fan of the LiveWire. I followed the press releases when Harley took the prototype on a national tour a few years ago. Apparently, the company added a sound that makes the bike approximate a jet engine turbine.

Since Harleys are known for their roaring exhaust, it makes sense that they would ensure the electric bike had a song of its own. I’m not sure if the engine noise made it to the production bike, but for the price tag, the motorcycle should come with a live band.

Harley set the price at $30,000.

For a motorcycle.

With few moving parts.

The thing is fueled by a souped-up version of your cell phone battery. It has a “range” of 100 miles or so in urban driving. Highway miles sap the batter faster.

The thing looks cool, but it’s hard to say it’s worth it.

I can see Millennials thinking the LiveWire is nifty, but then surfing the net for less than five seconds and finding Zero Motorcycles, which has been making electric bikes with zero emission for more than a decade.

Zero offers a range of bikes, including the decked out ZF 14.4 with an additional power tank, which has a range of 200 miles in the city and costs $16,900, or just over half of the new Harley.

So, it costs half as much and goes twice as far. Hmm.

Maybe the new city scooters due out in a couple of years will save the company? I almost couldn’t write that because it sounds so preposterous.

The scooters, which Harley unveiled at the X Games in January, look like someone took a Honda Ruckus (which are pretty awesome, as scooters go) and made it boring. The scooters will be 49 cc’s, so they won’t require a motorcycle license, but they will require that you surrender any sense of style to get on one.

OK. That’s a bit harsh. Perhaps Harley will tweak the design before they offer the bikes for sale. I hope.

There is a different path available to Harley, but it’s difficult…

During the late 1960s and 1970s, Harleys fell out of favor. The company subsisted by selling fewer bikes and offering lots of branded items such as shirts and lighters to keep the cash rolling in. They held on until the rising generation aged into the sweet spot to buy their bikes. Maybe this could happen again.

As the Millennials age, they’ll eventually feel their rebellious oats and want to strike out against The Man on the weekend even as they toil away at professional jobs during the week. As long as Harley hasn’t hurt its brand too much with offerings like the urban scooter, it could fit the bill.

The payoff could be huge, since there are more Millennials than there are Boomers. The trick will be remaining relevant long enough, with its mystique intact, to take advantage of the opportunity.

Such a strategy won’t make shareholders happy, but it would allow Harley to maintain its well-deserved image as a quality American product.

Stay tuned.

Harry

http://economyandmarkets.com

Follow me on Twitter @HarryDentjr

P.S. Another way to stay ahead is by reading the 27 simple stock secrets that our Seven-Figure Trader says are worth $588,221. You’ll find the details here.

Harry studied economics in college in the ’70s, but found it vague and inconclusive. He became so disillusioned by the state of the profession that he turned his back on it. Instead, he threw himself into the burgeoning New Science of Finance, which married economic research and market research and encompassed identifying and studying demographic trends, business cycles, consumers’ purchasing power and many, many other trends that empowered him to forecast economic and market changes.

Copyright © 2019 Harry Dent- All Rights Reserved Disclaimer: The above is a matter of opinion provided for general information purposes only and is not intended as investment advice. Information and analysis above are derived from sources and utilising methods believed to be reliable, but we cannot accept responsibility for any losses you may incur as a result of this analysis. Individuals should consult with their personal financial advisors.

Harry Dent Archive

© 2005-2019 http://www.MarketOracle.co.uk - The Market Oracle is a FREE Daily Financial Markets Analysis & Forecasting online publication.


Post Comment

Only logged in users are allowed to post comments. Register/ Log in

6 Critical Money Making Rules