Harley-Davidson retailers — Now what?

May 14, 2025

By Jayson Davis

Powersports of Greenville

It was Jan. 26, 1986, at approximately 8:55 pm. THE Bears (Walter Payton, Mike Singletary, Richard Dent, Jim McMahon, “Fridge”, Ditka & Co.) had just dominated the Patriots 46-10 in Super Bowl XX on the 19-inch RCA. The first commercial, airing mere seconds after the final whistle, was from McDonald's and gloriously resplendent with prerequisite ‘80s synthesizer music throughout. It showed a locker room full of Bear uniform-clad athletes, congratulating themselves on victory and insinuating that the champions, as well as winners in general (like you and me !), had a lot in common with the new McDLT.

Watch it here to relive some ‘80’s vibe or remember/discover the MCDLT: https://www.youtube.com/watch?v=_5XXJtkubyI

The room marveled at the gumption of McDonald's, dropping a well-publicized $550,000 (nearly $1.2m today) on airtime for a 30-second ad that had no guarantee of ever seeing the light of day. That’s a lot of MCDLTs.

 Decades later (15 minutes ago today !), awaiting Microsoft Word 2000 to fire up, I finally deduced a video for each team was probably made…maybe…those Bears were really good. 

Fast forward to yesterday — for H-D retailers one large chunk of the conundrum and juggernaut’s potential direction may have finally clunked into place with commencement of the shareholder vote, albeit arguably rougher than my cold natured ’48 Pan at low speed and high rpm hand-slamming into second gear on an early winter morning.

At the moment of this writing, due to deadlines and timetables, we’re still awaiting the outcome and a united, renewed sense of purpose. Initially I thought I’d hearken back, pulling a McDonald’s by turning in something uncannily timely: two versions of this piece — one for each outcome — thinking I might cover all bases and perhaps stun the collective motorcycle world, if not Wall Street, with apparent crystal ball access. Watching an as-yet-unseen rebroadcast of the Kentucky Derby, I jotted down cursory bullet points for each eventuality. That idea was discarded faster than my maiden mint julep once I realized both conclusions (like it or not) were essentially the same.

H-D shopkeepers, like all retailers, will be tasked with the same objectives and responsibilities to make themselves and their brands successful no matter who’s at the helm or seated on the board. Sure, there may be differing levels of optimism, collaboration, and trickle-down profit margins depending on the outcome, yet the core mission doesn’t change. Once the bell rings, the gate opens, and (at least in this year’s case) mud starts flying, we’ve got to complete the course in front of us to have any shot at victory.

You can’t win if you don’t finish. Just finishing will demand the same great efforts retailers have been grinding out for over a century. Think our predecessors weren’t saddled with extra weight handicapping their performance at times? Of course they were. Yes, it helps to be cheered on, but corporate bigwigs and “big hat” observers don’t run our race for us, they’re just spectators. If you’re not a fan of the crowd or the scenery, put on some blinders, focus on your goal, and expend your energy into what you can do to reach it.

We know what it takes. It always requires our best. I’m confident that if there’s one group out there who can handle adversity it’s the one in boots, leather, sunglasses, a thirst for freedom, and just the right amount of rebellious spirit.

The NPDA will be there for you as well, happy to be the inside rail to lean into and guiding the shortest way to your goal, or the volunteer outside rail by keeping interference at bay. Either way, both paths lead to the winner’s circle, where we’re most excited to celebrate retailer and industry wins.

Though we may not yet know the prize, let’s put up a valiant effort, finish strong, and find out together!

Jayson Davis is Dealer Principal at Powersports of Greenville and Vice Chairman of the NPDA Board of Directors. Like to keep company with Dealers of a similar mindset? Join the NPDA today by clicking here.

Spend some time with Jayson's speech at AIMExpo — then spend some time sending your favorite non-member a link to join us.