Quote from article and link below------ But don't worry, Harley has a clear strategy to change the way it does business and return to profitability. "We are intent on extending the Harley-Davidson brand by leveraging our unique strengths," says CEO Keith Wandell. "What do we mean by extending the brand and leveraging our unique strengths? Well, the Harley-Davidson brand is one of the most powerful brands in the world but we also have great conviction that there is much more that we can do to tap in to the power of that brand and expand it even further."
We asked a former Wall Street banker with significant experience financing large motorcycle companies, what he thought of Harley's strategy. "'Leveraging the brand' is utterly ridiculous. People have the brand tattooed on their fucking flesh, how much more leveraged are you gonna get?" He then moves on to compare Harley to GM, saying, "Selling a division and shuttering another are two first steps, but GM could always sell Hummer, stop making Escalades and make more small fuel efficient cars and hybrids. What the fuck is Harley going to do? Start making Hondas?"