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Harley-Davidson is has been having issues with adapting to today’s times.  For the past several years, Harley Davidson hasn’t been able to attract younger customers.  Harley-Davidson still is a Baby Boomer iconic brand, with the median age of a motorcycle owner being 47 (just 11 years earlier the median age was 40).

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Their issues only amplified back in 2017 when President Trump withdrew the U.S. from the Trans-Pacific Partnership, a free-trade agreement with 11 other nations mostly in Asia.  So in May of 2017, Harley-Davidson announced they were building a plant in Thailand to avoid the country's tariff of up to 60 percent on imported motorcycles and to help the company get tax breaks when exporting to nearby countries. 

And in 2018 when the EU retaliated and placed their own tariffs on certain manufactured goods, including motorcycles, in response to new US taxes on imported metal, Harley-Davidson said it "will be implementing a plan to shift production of motorcycles for EU destinations from the US to international facilities."

In an attempt to start turning things around for the long haul by attracting a new generation of riders, Harley-Davidson introduced its first electric motorcycle, the LiveWire, earlier this year.  The electric bike is quiet, goes from 0 to 60 mph in 3.5 seconds, has no clutch and has a range of about 100 miles between charges. The company called LiveWire and electric vehicles “the future of Harley-Davidson”.  But that future is going to have to wait a little longer.

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<blockquote>

“As we lead in the electrification of motorcycles, we have delivered our first LiveWire motorcycles to authorized LiveWire dealers,” a Harley-Davidson spokesperson told Barron’s. “We recently discovered a nonstandard condition during a final quality check; stopped production and deliveries; and began additional testing and analysis, which is progressing well.”

The deliveries should have been good news since the bike has already been delayed. “While LiveWire was initially supposed to be shipped in August, according to dealers the expected shipment date was first pushed to mid-September, and now to mid-October,” wrote Wedbush analyst James Hardiman in an October 9 research report.

</blockquote>

<center><a href="https://www.barrons.com/articles/harley-davidson-halts-production-livewire-electric-motorcycle-51571077927?siteid=yhoof2&yptr=yahoo">Source</a></center>

After the stock price was up on Monday, after the news came out, the stock price finished in the red for Monday. Harley's stock has lost 5.2% over the past three months, so will price find a bottom any time soon, lets go to the charts to find out?

Harley-Davidson's stock price has been in a nasty decline since 2017.  Thus, the chart suggests price will decline further to the monthly demand at $29.50. 

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This post is my personal opinion. I’m not a financial advisor, this isn't financial advise. Do your own research before making investment decisions.
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