>> Harley Davidson is revving up its marketing in an effort to generate more demand for its iconic motorcycles in an attempt to rescue its sliding stock. That's according to CEO Matt Levatich, who told Reuters the company is not exploring a merger or private equity by-out, despite some investor speculation.
Instead, millions are being spent to entice a new generation of customers, including promoting its learn to ride academies at showrooms. The program added 32,000 riders in the US last year. And Levatich says, as he expects it will continue as a, quote, customer creator. That's necessary to ease the minds of investors who worry about the company's future as their devoted, but aging base of baby boomers are getting too old to ride.
Harley is losing share in a declining market for motorcycles in the US. Shares fell over 23% since mid March last year,
keep up with changing trends. Last month, Harley CEO announced that a new electric motorcycle would be released in the next 18 months.