How Harley-Davidson Killed Itself
Why Hacker News recommends it
Recommended as an entertaining overview of Harley's decline and as a case study in selling a lifestyle rather than a product.
What it is
FortNine explains how Harley-Davidson ended up in decline, from a narrow lifestyle niche and an aging customer base to the pandemic hitting a company already in trouble.
Recommended by 4 HN commenters across 4 different months, 2020 to 2025.
What Hacker News said
Strong rec IgorPartola · 2021-04 · on “Volkswagen launches its first all-electric SUV, the ID.4”
You are correct. This very entertaining 11 minute video from Fortnine (still one of the best channels on YouTube) does a great job explaining exactly how HD wound up where they are today: [this video]
Recommends volta87 · 2021-01 · on “Airbus hit as new US tariffs come into force”
That's because the company started dying longer ago. Their stock price today is around 30$. In the early 2000s it was around 90$. Also, like the other comment mentioned, HD has been playing a lot of financial tricks over the last 20 years to prevent the stock price from declining (e.g. buy backs to artificially inflate stock price, take a look at the number of outstanding shares: [LINK] , a reduction from 280 million to 150 million in the 2005-2019 time period). EDIT: I recommend [this video] for a summary.
Recommends noir_lord · 2021-06 · on “The Rise and Fall of Planet Hollywood”
Harley Davidson is on the ropes long term though. They made the mistake of pitching their entire product at a very singular niche and the people in that niche are now getting older and in many cases too old to ride. Fantastic overview here [this video] Simply put HD make nothing that appeal to rides my age (41) and younger.
Recommends ubermonkey · 2025-08 · on “Why leather is best motorcycle protection [video]”
It's nuts, right? I mean, I ride, but I know plenty of folks who are subscribed to the F9 Youtube channel who don't just because so much of the content they do scratches nerdy itches. Some of my favorites, in case anyone's interested: * Ryan's periodic "check out this weird bike from the past" clips are always great, but I really LOVE the one about the Honda Rune: [LINK] * Their "trilogy" of sorts about Harley, and the hows and whys of their odd and honestly self-defeating decisions, are all great, but my favorite is the one that compares an Indian Scout to its then-corresponding Harley model; the Indian made 43% more power, and it's all down to Harley's genuflection at "tradition". [LINK] T
Cites throw0101a · 2020-07 · on “Remington Arms Declares Bankruptcy”
> I've always got the impression from their marketing material that the Europeans are selling a product, whereas the Americans are always selling a lifestyle. A lot of people say the same thing about Harley-Davidson motorcycles. FortNine had a video made the rounds a little while ago: * [this video]