Harley-Davidson yesterday unveiled a strategic plan called The Hardwire. The plan, spanning 2021–2025, according to the manufacturer, “aims at long-term growth in profit and shareholder value, as well as strengthening as the most coveted motorcycle brand in the world.”
Key highlights of the plan include increasing profitability and customer outreach, investing in the Touring, Large Cruiser and Trike core segments, expanding into the Adventure Touring and Cruiser segments, and launching the Harley-Davidson Certified Pre-owned motorcycle program.
The plan’s planners hope to bolster Harley-Davidson as a global lifestyle brand through parts, accessories and apparel, and a global expansion of financial services.
Of particular interest is the following item: “Strengthen our commitment to electricity by creating a dedicated unit focused solely on leadership in the future of electric motorcycles.”
The first Harley-Davidson electric motorcycle, the LiveWire, was unveiled at CES 2019.
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