Harley-Davidson's reputation as an 'old, white-guy brand' may be its downfall, Business
![Harley-Davidson's reputation as an 'old, white-guy brand' may be its downfall, Business](https://i.guim.co.uk/img/media/b3fe04107b36c0422fcda7db778cc8697b154573/0_94_1738_1043/master/1738.jpg?width=465&dpr=1&s=none)
Amid revenue losses and expected job cuts, the famous motorcycle manufacturer must face facts: its all-American bad boy image is no longer cool
![](https://motoadventurer.files.wordpress.com/2023/03/harley-davidson-heritage-softail-tank-badge-banner-motoadvr.jpg?w=940&h=198&crop=1)
Harley's CEO Jochen Zeitz Has Killed the Golden Goose
![](https://resizing.flixster.com/-OKYK5D1sUI9xY6rtQeYmWACTOM=/300x300/v2/https://resizing.flixster.com/-XZAfHZM39UwaGJIFWKAE8fS0ak=/v3/t/assets/p12081_p_v10_ag.jpg)
Harley Davidson and the Marlboro Man
Harley-Davidson's 115th Anniversary Promises Tons of Fun
![](https://static01.nyt.com/images/2020/11/11/business/00india-harley-1/00india-harley-1-mediumSquareAt3X.jpg)
Harley Davidson to Leave India After Poor Sales - The New York Times
![](https://image.slidesharecdn.com/9f3b0599-7034-4747-8634-17da9d11c120-160310021125/85/harleydavidson-case-analysis-3-320.jpg?cb=1665705145)
Harley-Davidson Case Analysis
![](https://upload.wikimedia.org/wikipedia/commons/thumb/8/81/Harley-Davidson_Road_King_in_Switzerland_%282022%29.jpg/220px-Harley-Davidson_Road_King_in_Switzerland_%282022%29.jpg)
Harley-Davidson - Wikipedia
![](https://assets.bwbx.io/images/users/iqjWHBFdfxIU/if3OtlKL9BxU/v0/-1x-1.jpg)
Harley-Davidson Needs a New Generation of Riders - Bloomberg
![](https://cdn-fastly.motorcycle.com/media/2023/02/26/8952154/from-more-roads-to-rewire-where-does-harley-davidson-go-from-here.jpg?size=720x845&nocrop=1)
From More Roads to Rewire – Where Does Harley-Davidson Go From Here?
![](https://ridermagazine.com/wp-content/uploads/2021/07/21_rh1250s_010_l-1500x1000-1.jpg)
2021 Harley-Davidson Sportster S, First Look Review
![](https://www.harley-davidson.com/content/dam/h-d/images/product-images/merchandise/licensed-product/2023/fall/mundi/99256-24vm/99256-24VM_ALT03.jpg?impolicy=myresize&rw=120)
Men's Modular Leather Money Clip Wallet
![](https://dmn-dallas-news-prod.cdn.arcpublishing.com/resizer/v2/LAXIQYIUF2DPHHGNCGHBGBZ7EY.jpg?auth=bedccb27fad9ea4443b0f4022bcd9e879fb8df8f8a59920df181b3df0631a59f&height=1107&width=1660&smart=true)
Dallas financier has a rare motorcycle collection to rival Billy Joel and Jay Leno
Forget about blending in—stand out in our Bar & Shield Graphic Tee. Crafted for all-day comfort from 100% cotton jersey with a rib-knit neckline to
![](https://www.harley-davidson.com/content/dam/h-d/images/product-images/merchandise/2023/99080-24vm/99080-24VM_F.jpg)
Men's Bar & Shield Tee