Harley has suffered declining in sales in the US and abroad since 2008 due to the global economic context, such as:
- the rise in product prices,
- world crises and
- the pandemic context of 2020.
The 2008 financial crisis had a direct impact on Harley's business, causing since then a decline in sales in the US and abroad, which led to a change in consumer behavior, which, due to the contraction of real estate debt, started to spend their money with essential consumer goods.
The coronavirus pandemic has also led to production cuts and closures in several companies worldwide, and is also a factor that has impacted people's income and the decline in Harley sales.
Harley is a dealership that manufactures luxury, customized motorcycles that generate value to the customer, for their style, values and reputation in the market, but in a context of crisis, these items are the ones that suffer the most decline.
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