Harley-Davidson, once the undisputed king of American motorcycles, finds itself in a tightening vise of plummeting sales, aging riders, irate dealerships, and PR headaches from the internet’s “woke wars.”
Now, add another bruise to the Motor Company’s already battered image: a legal defeat in the European Union’s Court of Justice over some tariffs. The fact that Harley lost an EU court battle doesn’t bode well for its future, especially with the new administration so hell-bent on using tariffs.
Harley Can’t Get Around Tariffs in the EU by Building Bikes in Thailand
The story goes back to the last Trump administration when tariffs on European goods triggered retaliatory duties on American exports, including a 25% hike on Harley’s bikes. Harley tried to get around this by shifting production for EU-bound motorcycles to Thailand.
The plan? Rebrand the bikes as Thai-made to dodge the tariffs. The EU wasn’t fooled, suing Harley for regulatory dodging and winning. The court ruled Harley’s move wasn’t about business efficiency but about sidestepping rules, leaving the company saddled with the duties it sought to escape.
This saga is just the latest misstep for Harley. Its electric offshoot, LiveWire, struggles to gain traction while distancing itself from its parent. The brand’s once-loyal customer base continues to dwindle, and its reputation rides increasingly on past glory.
Can Harley recover? Perhaps. But as each setback piles on, the road ahead grows steeper, and the clock ticks louder for America’s most iconic motorcycle maker.
Source: RideApart
