Harley-Davidson Motorcycle logo

At the end of July, Harley-Davidson reported second-quarter results, and it was a bloodbath. Sales slid and profits suffered a 20% drop.

None of this is surprising to Harry and me. In fact, we knew well before 2006 that the company would fall from grace because we knew its target audience and what they would be doing over the coming years.

As we’d forecast during the 1990s and early 2000s, in 2006, when Baby Boomers were mostly done with their midlife crises, Harley Davidson rolled over. Since then, the company has struggled to find its way. It’s targeted new audiences, international audiences, younger audiences, even women, in an effort to regain traction.

All to no avail. It has been like fighting a tidal wave with a bucket.

Will they eventually win or lose?

Listen to today’s video to see whether Harley-Davidson might be about to see a change in fortune once again.

More than just a buzzword

Harley Davidson is a perfect use-case for demographics and a great analysis weapon in our arsenal of investment strategies. Rodney Johnson questions if the company has really made a comeback and if they’ll have a future based with the millennial generation.

Posted by Economy and Markets on Tuesday, July 30, 2019

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Rodney Johnson
Rodney works closely with Harry to study the purchasing power of people as they move through predictable stages of life, how that purchasing power drives our economy and how readers can use this information to invest successfully in the markets. Each month Rodney Johnson works with Harry Dent to uncover the next profitable investment based on demographic and cyclical trends in their flagship newsletter Boom & Bust. Rodney began his career in financial services on Wall Street in the 1980s with Thomson McKinnon and then Prudential Securities. He started working on projects with Harry in the mid-1990s. Along with Boom & Bust, Rodney is also the executive editor of our new service, Fortune Hunter and our Dent Cornerstone Portfolio.