http://guardianlv.com/2014/08/harley-davidson-motor-company-from-electric-bikes-to-hemp-chaps/In recent years Harley-Davidson Motor Company has seen sales begin to wane. They are not quite declining; nevertheless, they are certainly not seeing the progress they would like. Like all reputable and long-standing businesses, it is their job to evolve the company to meet progressive demands in order to stay competitive, as well as to preserve the institution’s future. One study suggests: “Global demographics-more young people with less money to spend-are forging big changes at the iconic firm.” Traditional enthusiasts argue that while this might be true it should not come at the cost of the integrity of the brand nor to the loyalty of those who have stood by the company from the outset.
While no one can credibly say the MoCo was in significant decline the cold hard truth is that their core clientele is aging and the stock is simply not being replenished fast enough. The younger generation does not want to be defined the same way their fathers did which brings up an important generational dichotomy.
Can old and new co exist?