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Why Harley-Davidson Is A Trade War Target
Posted
July 22, 2018
Views
91,169
Likes
1,129
Comments
159
Engagement
1.41%
July 22, 2018
91,169
1,129
159
1.41%
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Harley-Davidson represents America to people all over the world. It’s an identity that has put it front and center in President Donald Trump’s trade war.
The company was one of the targets of recent EU tariffs and now seems to be on the president’s bad side. But a few decades ago its American identity helped to save Harley from going under.
In the late 1970s, Harley-Davidson was in deep trouble. Its bikes had dropped in quality and the motorcycle industry in America was being taken over by Japanese brands. Its share of the U.S. heavy bike market had dropped from 75 percent in the early 70s to just 25 percent in the early 80s.
The situation was so dire that a group of Harley executives, led by CEO Vaughn Beals, bought out the company from then-owner AMF in 1981. They launched an ambitious strategy to turn the company around. They shrunk the workforce, improved quality and then they reached out to the International Trade Commission for help with foreign competition.
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Why Harley-Davidson Is A Trade War Target | CNBC
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