Nostalgia puts Harley-Davidson back in the fast lane

Harley-Davidson shares are up nearly one-third this year, poised for their best performance in over a decade. Despite an aging customer base with an average age of 45, new CEO Artie Starrs is leveraging nostalgia as a turnaround strategy. Key initiatives include reissuing classic models like the Superglide for America's 250th anniversary and bringing back the Sportster, phased out in 2022.

The new editions are priced modestly to attract younger fans. Beyond product revivals, Harley is investing in customization, offering better seats, louder exhausts, and higher handlebars to boost brand loyalty and revenue per customer. In July, the parts and accessories division outperformed expectations set for January.

The company also plans to slash $150 million in costs, equivalent to a fifth of its total, which analysts say could add 35 percent to its share price. While the group sells less than half the bikes compared to its peak 20 years ago and profits have fallen by two-thirds, iconic status remains strong. With celebrities like Justin Timberlake and Jason Momoa reported as fans, space exists for a new pop culture moment.

This slice of traditional Americana has further to run.

哈雷戴维森股价今年上涨近三分之一，有望创下十多年来的最佳表现。尽管客户群体日渐老化，平均年龄达45岁，新任首席执行官Artie Starrs仍将怀旧情怀作为扭转局面的策略。主要举措包括为庆祝美国建国250周年重新推出经典车型Superglide，以及重新推出2022年停产的Sportster。新版车型定价适中，旨在吸引年轻车迷。

除了产品复兴，哈雷还在投资定制业务，提供更舒适的座椅、更响亮的排气管和更高的车把，以提升品牌忠诚度和单客收入。7月份，零部件和配件部门的表现超出了此前为1月份设定的预期。公司还计划削减1.5亿美元成本，约占其总成本的五分之一，分析师认为这可能使股价上涨35%。

尽管该集团的摩托车销量仅为20年前高峰期的不到一半，利润也下降了三分之二，但其标志性地位依然稳固。据报道，贾斯汀·汀布莱克和杰森·莫玛等名人是其粉丝，这为其开启新的流行文化时刻留下了空间。这一传统美国文化符号仍有较大的发展空间。