How Harley-Davidson Declined

FortNine · Explainer · 14 min · 2020 · YouTube title: How Harley-Davidson Killed Itself

Why it's here

Recommended as an entertaining overview of Harley's decline and as a case study in selling a lifestyle rather than a product.

What it covers

FortNine explains how Harley-Davidson ended up in decline, from a narrow lifestyle niche and an aging customer base to the pandemic hitting a company already in trouble.