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After releasing grim third-quarter financials today, Harley-Davidson has also announced that it is discontinuing Buell Motorcycles. In a somber video (posted after the jump), Eric Buell confirms the news, and praises the Buell team for taking on the industry giants with “this little American sportbike company.”
With sales down*21.3% from last year, and net income down 84%, Harley-Davidson is feeling the full crunch of the economy now. Closing Buell may make sense in the short-term on the balance sheet, but also takes away any hope of the company moving beyond the dwindling baby-boomer cruiser market.
With this news, also comes the annoucnement that Harley-Davidson will be selling MV Agusta, making it clear which brand is the basket HD is putting all its eggs in. “The fact is we must focus both our effort and our investment on the Harley-Davidson brand, as we believe this provides an optimal path to sustained, meaningful, long-term growth,” ss Keith Wandell, the Harley-Davidson’s new CEO put it.
Visit Asphalt & Rubber for more articles like this one
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This article comes from AsphaltandRubber.com
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After releasing grim third-quarter financials today, Harley-Davidson has also announced that it is discontinuing Buell Motorcycles. In a somber video (posted after the jump), Eric Buell confirms the news, and praises the Buell team for taking on the industry giants with “this little American sportbike company.”
With sales down*21.3% from last year, and net income down 84%, Harley-Davidson is feeling the full crunch of the economy now. Closing Buell may make sense in the short-term on the balance sheet, but also takes away any hope of the company moving beyond the dwindling baby-boomer cruiser market.
With this news, also comes the annoucnement that Harley-Davidson will be selling MV Agusta, making it clear which brand is the basket HD is putting all its eggs in. “The fact is we must focus both our effort and our investment on the Harley-Davidson brand, as we believe this provides an optimal path to sustained, meaningful, long-term growth,” ss Keith Wandell, the Harley-Davidson’s new CEO put it.
Visit Asphalt & Rubber for more articles like this one
