I am sorry to hear that there will be Americans in the heartland who are losing their jobs. I think Harley needs to eventually figure out a newer, fresher way to meld both the iconic look and attitude and a brighter less off-putting, dare I say "quieter" image.
I have to say that Harley, in general, evokes a feeling of antipathy in me. The loudness and "f-you, if you don't like it" attitude plus the crazy pricing putting the bikes into the hands of wanna-bee tough guys driving on the weekends when they are not at the mid-upper corporate/professional job; really generates some dislike.
While I think that putting bright lights and colors on the motorcycles might evoke a feeling of Philippines Jitneys, way-out lowrider south-of-the-border, or mega-weird transformer/manga/whatever Asian look; something has to be done to appeal to the future riders.
The Harley lifestyle is so aggressive and so obnoxious, that they've made their own problems with this. If you go into a Harley store, you're not welcome unless you're ready to be committed to the cult. If you just want to buy and ride a bone stock Harley, the riders will give you **** about it. It's a bike which is expected to modified, added on to, and ridden by hobbyists.
They realized long ago what yacht makers realized. "This isn't a vehicle for the average person. The people who buy our products are douches with something to prove. Let us serve that market!" Granted, Harley buyers are not as rich as yacht owners, but they are
very expensive bikes nonetheless.
They are not vehicles with much practical use. i lived in Chicago where motorbikes were used as commuter vehicles here and there. And they were always old Hondas, cafe racers, a Ninja or two, and lots of variations of scooters. Harleys just aren't good for that. Never mind that stupid open chain that can and will rip your foot off. They're hardly all that space saving when putting them in a parking spot over a small car.
Other than weekenders, Harley's are used by people who like the open road. You see a lot of them, with an occasional Goldwing, driving hundreds of miles at a stretch across the country. Godspeed if that's your bag. But after 200 miles of bugs in my mouth, I'd be begging for a Ford Fiesta. (Note, my Dad is a tour enthusiast, and rode a BMW across Europe for his honeymoon. Maybe it's that bias, but as a touring bike, everything about the BMW bikes looks superior to Harleys to my observation.)
Personally, if I'm going to drop money on a vehicle just to have fun on, I'd rather get a jet ski or a snowmobile, because I won't instantly be killed if I lose control for a second.
Harley has made effortless money from their brand. I wonder how much they make from branded T-shirts, restaurants (seriously!), and whatever contribution they make to the Ford F-150 "Harley" model. (Commence massive eye-rolling.) They've done well for themselves. But bubbles don't last.
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They have been working on a pure electric bike for several years, due to release LiveWire bike next year.
To them I say: Speederbike or GTFO!