How Harley Davidson Reclaimed Its Soul

In 2017, Harley-Davidson was bleeding market share and losing its core identity. CEO Matthew J. Levatich made a counterintuitive decision: stop chasing millennials and double down on the die-hard enthusiasts who actually bought the bikes. By shifting marketing spend from broad acquisition to deep community retention and premium experiential events like Harley-Davidson University, the company stabilized revenue and restored brand loyalty. This episode explores how embracing a niche rather than diluting for mass appeal saved a legacy icon.

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