Harley-Davidson missed Wall Street’s revenue target but saw a 3% sales boost year-over-year, fueled by CEO Artie Starrs’ bold price-cutting strategy aimed at attracting cash-conscious buyers in a sluggish market. The company’s new affordable Sprint model and optimistic 2024 production forecast signal a long-term bet on volume over profit — even as S&P downgrades its debt to “junk,” warning of short-term earnings pressure. The iconic brand is walking a tightrope: growing market share now, risking profits later — and the world is watching.
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