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Harley stock slides on plan to ‘invigorate’ brand

Harley-Davidson has “sharpened objectives” to “build the next generation of riders,” the company announced today. Yet despite the heightened investment and new capabilities in the works, Harley’s stock [ticker: HOG] had dropped 3.57% as of 12:57 p.m. Eastern Time. The stock was trading at $34.14 per share.

“Brand and consumer-facing teams are being structured and aligned with an even deeper consumer focus to reach people with consistent and engaging brand experiences,” the company said in a release. “To reflect this, Amplify Brand has been added as a growth catalyst in the ‘More Roads to Harley-Davidson’ plan and will bolster the existing growth catalysts of new products, broader access and stronger dealers.”

Specifically, Harley-Davidson has honed its objectives to build committed — both existing and new — riders. In the U.S., the company plans to expand to 4 million HD riders through 2027, up from 3 million in 2017. Outside the U.S., Harley plans to grow international business to 50% of annual revenue.

“We’re on a quest to build the next generation of Harley-Davidson riders,” said President and Chief Executive Matt Levatich. “We are activating our refined plan with focus and an intensity to create new pathways to Harley-Davidson and expand access and appeal to more people around the world.”

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Marcie Belles

Marcie D. Belles joined Royal Media Group in 1996. Marcie spent 17 years covering auto finance, most recently as managing editor of Auto Finance News. In 2001, Marcie won an award from the Newsletter & Electronic Publishers Foundation for her coverage of GE Capital Corp.’s exit from the auto finance business. She assumed her current position in 2014, running all of Royal Media’s auto finance data and research initiatives. She graduated cum laude from Yeshiva University in New York, and lives in Houston with her husband and two sons.

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