Part 6/11:
Another significant challenge for Harley is the robust pre-owned motorcycle market. Unlike cars, motorcycles hold their value exceptionally well, especially Harley models that are known for their reliability. The abundance of low-mileage, well-maintained older Harleys available at a fraction of the cost of new models has made it difficult to lure riders into purchasing new bikes.
Considering that Harley's reputation relies heavily on heritage and style, an older model often feels just as appealing as a new one, making it challenging for the brand to entice consumers to spend the higher price tags on new motorcycles.