Harley-Davidson exec insists bikes will cost $124,000 under ‘devastating’ industry change as makes ‘simple ask’

HARLEY-Davidson could be about to raise the prices of its bikes with the industry in the midst of an almighty change.

An escalating trade war and the resulting tariffs imposed by the European Union on American-made motorcycles, including Harley-Davidsons, could soon see the iconic brand shift production.

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According to a report by Biz Journals, a top Harley exec recently told a Congressional subcommittee that the company faces the potential of a “devastating” and “indefensible” 56% tariff on American-made bikes sold in Europe.

In turn, they have asked Congress to pursue fair trade agreements with the European Union, Canada and Asian countries.

But the EU said earlier this month that, in response to President Donald Trump’s administration bringing in 25% tariffs on all steel and aluminum imports, it would see an increase in tariffs on American-made products – including motorbikes, boats and bourbon.

Jonathan Root, the company’s chief financial officer and president of commercial, said this would hike tariffs to a total of 56% on American-manufactured Harleys sold in the EU.

Root told the subcommittee: “My ask here today is a simple one, and that is fairness.

“It is very clear that Harley-Davidson is being discriminated against and politically targeted by the EU and Canada.”

Root argues that these tariffs are unfair, discriminatory, and politically motivated, and also pointed out that Harley-Davidson has already absorbed a mighty cost from a 2018 tariff, about $166 million.

He added that the company did this instead of passing the cost on to consumers.

“We certainly aren’t asking for protectionism but rather fairness,” he added.

“A 56% tariff is indefensible and will impact our ability to sell motorcycles in Europe.”

He cited how other foreign markets add luxury taxes of up to 150% and other non-tariff barriers, with Denmark, for example, adding a 25% value-added tax and a 150% luxury tax.

Adding any additional EU retaliatory tariff, the price on a Harley-Davidson Road Glide sold in Denmark would reach $124,000, compared with the $28,000 starting price for the same bike sold in the US.

This comes as Harley recorded 25,860 new-motorcycle registrations in Europe in 2024 compared with 94,383 in the U.S.

The data includes motorcycles sold in Austria, Belgium, Denmark, Finland, France, Germany, Italy, Luxembourg, Netherlands, Norway, Spain, Sweden, Switzerland and the United Kingdom, according to the company’s latest Form 10-K annual report.

Riot also emphasized that Harley sources 70 to 80% of its parts from US suppliers and employs 4,500 American workers out of a total of 5,500.

He stressed the company’s dedication to US manufacturing and workers, requesting a level playing field for international trade.