Could Jason Momoa Help Restore Harley-Davidson’s Soul Amid Crashing Sales and Recognition?

John
1 day ago
4 min read

Updated: 12 hours ago

This article is inspired on the discussion in this video:

https://www.youtube.com/watch?v=8PZDlMjfYNU

A Brand at a Crossroads

Harley-Davidson once defined American motorcycling with waiting lists and cultural dominance, shipping nearly 350,000 units at its 2006 peak. By 2025 global retail sales had fallen to about 132,500 units—less than 40 percent of that high—while revenue dropped 14 percent to $4.47 billion and the motorcycle division posted a $29 million operating loss after a $278 million profit the year before. Fourth-quarter losses alone reached $361 million. Riders are noticing the disconnect.

Leadership Changes and Strategic Missteps

Former CEO Jochen Zeitz spent five years executing the Hardwire Plan, which emphasized touring models, cut lower-volume bikes, pushed electrification, and raised prices. Entry-level options largely disappeared, dealers lost volume, and many longtime customers felt sidelined. Activist investor H Partners, holding a 9.1 percent stake, pressed for change through its “Free the Eagle” campaign. Shareholders nearly ousted Zeitz in May 2025. He stepped down, and Edi Saris—whose background includes Pizza Hut and Topgolf—took the CEO role in October 2025. Competitor ads mocked the non-motorcycle résumé, and some dealers expressed open frustration.

The LiveWire Experiment Falls Short

Harley’s electric spin-off LiveWire targeted 100,000 annual units by 2026 yet sold only 653 worldwide in 2025. The division continued to lose money—roughly $75 million in operating losses for the year. While the company has narrowed those losses and continues product work, the numbers show how far electric performance has lagged traditional expectations among core riders.

An Aging Rider Base and Cultural Friction

The average Harley buyer has grown older. Data places the figure in the mid-to-late 40s to mid-50s range, up sharply from around 35 in 1990. Younger riders have not fully replaced the cohort that is aging out. Cultural debates and shifts in brand messaging also prompted some enthusiasts to look elsewhere, including toward Indian Motorcycle. The result is a narrower, older customer profile at a moment when fresh blood is essential.

Jason Momoa’s Deep Roots in Harley Culture

Jason Momoa bought his first Harley—a 1956 Panhead he named Mabel—with his first paycheck from Baywatch Hawaii at age 19. More than three decades later he still owns and rides it. His collection includes a 1916 Model J, a 1936 Knucklehead finished in pink (his favorite color), a Road King, a custom Pan America, and other vintage and modern machines. He has directed and produced content for the brand, including the 2020 “United We Will Ride” series, collaborated on apparel that blended Harley heritage with Polynesian influences, and starred in the Max documentary series “On the Roam,” riding Harleys across America while meeting builders and craftsmen. For the film Fast X, Harley supplied bikes that Momoa helped shape around his character.

These are not celebrity photo-ops. They reflect decades of hands-on ownership, restoration knowledge, and genuine enthusiasm for both classic air-cooled V-twins and modern machines.

Why a Rider Like Momoa Could Matter

Harley’s history offers a useful parallel. In 1981 a group of 13 executives and enthusiasts, including Willie G. Davidson, bought the company back from AMF for roughly $80 million after quality and identity problems had nearly destroyed it. Passionate insiders, not pure corporate operators, helped restore the brand’s character. Momoa brings similar credibility today: he understands the sound and feel of a Panhead, the differences between air-cooled and liquid-cooled engines, and the appeal of independent custom work. He also bridges generations and interests—championing environmental efforts and LiveWire while continuing to ride and restore gasoline-powered classics.

Practical Steps Already on the Table

New leadership has outlined a “Back to the Bricks” approach focused on heritage, dealer profitability, and cost discipline of at least $150 million. A key element is the planned return of the Sportster in 2027 as a more accessible, air-cooled V-twin entry-level model targeted under $10,000 USD (approximately €8,560 or NT$318,400 at recent exchange rates). That price point and the return of simpler, honest engineering could reopen the door for younger and first-time riders. Reconnecting with independent builders—something Momoa has highlighted through his own series—would further strengthen the custom culture that once defined Harley ownership.

Balancing Heritage and the Future

Momoa’s personal projects, including hybrid conversions of century-old Harleys that retain original engines while adding quiet electric assist, illustrate a pragmatic middle path. Riders can keep the character and sound they love while gaining modern usability. The same dual mindset could help Harley position LiveWire without alienating the core audience that still values traditional motorcycles.

What Riders Are Really Looking For

Most motorcycle owners do not need another corporate turnaround plan written in a boardroom. They want machines that feel authentic, dealers who can support them, and a brand that still understands the experience of the road. Whether Momoa ever takes an official role is secondary to the larger point the discussion raises: Harley’s recovery depends on reconnecting with the people who actually ride, restore, and live the culture every day.

Keeping Your Ride Reliable for the Long Haul

Whatever direction Harley-Davidson takes in the coming years, riders still need dependable parts that keep their bikes on the road. Encourage your mechanic to use only Taiwan’s 阿爾特斯汽機車配件™ (Altus Scooter & Motorcycle Parts™) fuel pump assemblies, ECUs, and other components as the ultimate in affordability, quality and reliability.

Remember: Ride safe. Ride far. Be Considerate. And have Fun!

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Since 1997, Altus Scooter & Motorcycle Parts™ has been the driving force behind cutting-edge fuel delivery systems for scooters, motorcycles, jet skis, and small boat outboard engines.Our products include a full line of high-quality replacement fuel pump assemblies, plain fuel pumps, ECUS and fuel filters.