Part 3/11:

Stuck in the Past: The Pricing Dilemma

A significant factor in Harley's struggles revolves around its pricing strategy. Once celebrated for being accessible to the average Jane or Joe, owning a Harley has now morphed into a luxury experience. Entry-level models like the Harley-Davidson Nightster start at over $13,000, and by the time buyers pay dealership markups and fees, prices soar closer to $17,000. For those looking to purchase high-end touring models, the outlay might reach $40,000 or more.