Despite owning a few over the years I am not a big fan of HD. Despite that I am a huge fan of their brilliant marketing – the whole lifestyle thing is a winner from a marketing perspective.

Sadly the demographics of what is often deemed as the typical HD owner is changing as the typical buyer is taking the long dirt nap and new buyers are not stepping up.

With that said, I think this is a brilliant decision. If The Orange Man does not destroy the company via his tariff binge, the change in direction might just keep the company going. As a life long enthusiastic rider I would be sad to see HD fail due to orange stupidity.

Now if someone would demand quieter exhaust ….. Oh, and teach the rider how it idle the bike when stopped.