Harley in a 'street fight' to turn its fortunes around
The American icon is in its fifth year of declining sales and it has become a football in Donald Trump’s trade war, but it is fighting to stay relevant in a changing market.
Matt Levatich, the CEO of Harley-Davidson, refuses to accept that his company is having an existential crisis.
He dismisses that as hyperbole. Yet the American icon is in its fifth year of declining sales, its market capitalisation is little more than a third of what it was in the early 2000s, and it has become a football in President Donald Trump’s trade war.
