Ep 480 Harley-Davidson riding towards the grave with rewire plan

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Ep 480- Harley-Davidson riding towards the grave

Jimmie Alcorn, Steven Martin Harley-Davidson remains in troubling shape as it works to bring in a new generation of motorcyclists. That kicked off with the LiveWire electric motorcycle, but it's going to continue as the company announced a dedicated electric motorcycle division is coming on Tuesday. The division is part of a massive turnaround effort titled the Hardwire Strategic Plan. Like any turnaround plans, it targets long-term growth and profits, but in Harley's case, it wants to work on the desirability factor, too. This will include a broader "view of its customer" with work to include traditional non-riders.

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