Secular trend: Millenials refuse to drive motorbikes

Harley Davidson is and has been an iconic American brand for decades. It encapsulated the raw masculinity that distinguished the older generations of baby boomers and before. Today things have changed dramatically. Millenials and the future generations are all about social media, the environment and gender-equality. Having forgotten all the values that the Harley Davidson was built on little interest remains to associate with the brand. The trend of declining revenues has been a constant now for years, but the further we go the more it'll be evident that today's consumers won't own a Harley Davidson HOG