It does not matter how popular or good you are, the trade war will get you. Another victim of Trump’s tariffs war is the maker of famous motorcycles - Harley Davidson.
The trade war with China and the European Union is a huge problem for many companies in the U.S. that supposed to be protected as leading manufacturers. Harley is going through the toughest times since the last year. The recent reports showed a bad situation, which led the company’s shares to slump and retail sales to dwindle. Furthermore, the customers lost their interest in buying iconic motorcycles by switching the attention and direction to cheaper options.
Harley-Davidson Struggles to Break Even Amidst Trump’s Trade Wars
The tariffs war also forced the company to move its production abroad just to avoid bigger issues from the current policy. However, as it becomes usual, the motorcycle maker, who previously was praised by the American President, now, is out of favor. Moreover, the imposed tariffs on American companies by the European partners have majorly affected the price, as Harley also forced to up the cost for motorcycles. Overall, European customers must pay at least two thousand dollars for a single bike.
The international demand for the most popular bikes significantly plunged in Asian and European regions, according to the latest Bloomberg reports. However, Harley-Davidson already announced a progressive strategy to increase its sales outside the homeland, by expecting to see better results in 2027. The current situation around the tariffs and internal contempt from Trump, made the company think about new investments and projects. The company’s representatives announced to invest and build a new plant in the Asian region, mainly, in Thailand. The officials expect to increase production and sales, as tariffs’ expenditure in the amount of $120 million must be dismantled, as Bloomberg reports.