One would imagine with recent new enthusiast models; Fast Johnnie ST bikes and the new Icon bike; Electra Glide Highway King being launched that there would be a groundswell of populist appreciation for the American motorcycle giant, but alas it appears to be faltering some what on the stock markets.
Company share prices are indeed indicative of fickle tendencies from investors and mostly bares no reflection of the actual performance of the company themselves, but just as once many would point at how well the motorcycle manufacturer were performing based upon a high stock price in February of this year…now just a four of months later the price has slumped to a near 52wk low!
In a week’s time, the company will be launching the CVO range of bikes in an attempt to get the investors chins wagging, but one has to question whether the top of the range bikes with price tags to match will really sell in significant numbers given the current economic climate, that would see a reversal of fortune in stock price terms.
The company, investors and analysts have been bold and buoyant in the last year with healthy returns in 2022 but there have been questions raised on who is exactly investing in the company and who will be buying their products in 2023?
It is all well and good waxing lyrical on past glories, but the here and now can never be ignored. The company is only as good as their next sale or their next quarterly financial results, so it is hardly surprising that investors have began to temper their fanning flames on roasting hogs.
The question was never whether Harley-Davidson could sell a premium product or whether their fanbase would remain loyal enough for it to continue to be profitable, but rather could they sell a product that the overwhelming majority of potential buyers would believe their is value in what they are buying.
The world economic position, changing trends and ageing loyalists does mean that Harley-Davidson cannot rely on the old guard to keep them fuelled and the next generation are more likely to be concerned about value and choice rather than supporting the last bastion of American machismo.
Does this mean that the company will continue to spiral downwards? Of course not! But it is an early indication that those once filled with positivity are less so inclined now. The question now is whether there will be enough customers for the remainder of the year to boost true sales figures and give the company enough stability to end the year and plan for 2024.
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