The problem is,their market of people are dying off.I didn't get my 1st HD till I was 47.If they want to survive they have to get with a younger market.Plus they aren't shy on price.I used to buy Kawasakis they were fast and cheap.A nice touring bike Kawasaki is 17 grand,not 27 grand.If you want a HD you gotta pay up.That's the reason I didn't get one till I was 47,no disposable income.Folks tend to spend another few grand to modify or stylize them,after the initial outlay of dough.