I believe they're making a worse one. Before this thread turned into a dumpster fire, I cast my vote on the side of a likely bright future for Harley. I would have made that bet based on the "More Roads" strategy they formally announced in 2018. That strategy was fundamentally about diversification. Smaller bikes, new segments, new overseas markets. It was an attempt to leverage their very valuable brand while they still could. And while I get that it might have proven too late, I had some sympathy for trying to teach a heritage brand new tricks. There's no good time for that kind of transformation, but I thought it was the right answer. The strategy of the new CEO, who was placed there by Impala, is called "Rewire." These are the key points in their words, along with my less-than-two-cents about what they mean: Enhance core strengths and better balance expansion into new spaces (I read this to mean a return to focusing on core products and consumers, and most industry folks seem to agree that is their intention) Prioritize the markets that matter (I read this to mean they're going to slow down international expansion) Reset product launches and product line up for simplicity and maximum impact (I read this to mean that while the Pan-America and Bronx horses may have bolted the barn, they're going to put the brakes on everything else) Build the Parts & Accessories and General Merchandise businesses to full potential (I read this as a concession to the dealers. In any case, it's a pretty concerning facet of the 'return to core' focus) Adjust and align the organizational structure, cost structure and operating model to reduce complexity and drive efficiency to set Harley-Davidson up for stability and success (The key words here in corporate speak are 'drive efficiency'. This means job losses and plant closures, made more possible by canceling new products) The point is, they were going to change, and now they're kinda not. This is classic hedge fund behavior, anti-growth, and generally results in the hollowed out carcass of a business being wound up or sold for scrap. So if I had a do-over on the OP's original question, my vote would now be "yeah, probably long enough for you to enjoy your new bike, as long as it's a traditional Harley. But don't bet your kid's education fund on the stock." Or something like that. I think it's really quite sad and hope I'm wrong. I don't get Harleys, personally, but they seem to make a lot of people happy. It would be a great loss.