Ford CEO Jim Farley opens up on what Harley-Davidson needs to do to survive as a company

Ford CEO Jim Farley has some strong opinions about the future of Harley-Davidson, and they are refreshingly blunt.

As both the head of Ford and a board member at Harley-Davidson, Farley occupies a rare position where he can bring his hard-earned experience to the storied motorcycle brand.

His message is simple but uncomfortable: icons cannot survive on nostalgia alone.

If Harley wants to see another century, it has to change.

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Harley-Davidson can’t keep living in the past

Harley-Davidson has spent years doubling down on the same core formula: heavyweight cruisers that cost a fortune, and a brand image deeply tied to Baby Boomer culture.

That approach worked brilliantly for decades, but the market has shifted.

Younger riders face higher living costs, stagnant wages, and far less appetite for $30,000 to $40,000 motorcycles that cost more than many sedans.

Even if you do have the money, it’s probably not the best financial decision.

While Harley-Davidson has branched out with options like the Pan America adventure bike, pricing and limited variety have kept those efforts from becoming true lifelines.

Ford CEO Jim Farley is very familiar with this problem

Like Harley, Ford is a heritage brand with fiercely loyal customers and a long memory.

Unlike Harley, Ford has repeatedly found ways to bring new generations into the fold.

With affordable performance cars like the Fiesta and lifestyle-friendly vehicles, such as the Bronco Sport, Ford has shown that honoring history doesn’t mean you need to be trapped by it.

Speaking to Argentina’s La Nación, Farley summed it up succinctly, saying Harley-Davidson cannot live in the past and must live in the future.

That future likely means diversification.

Rivals like BMW and Honda offer everything from full-size electric motorcycles to futuristic superbikes.

These brands are also investing heavily in smaller, more affordable motorcycles because that is where demand is exploding.

Harley has hinted that it knows this.

Plans for an entry-level model were announced before the previous CEO departed, and new leadership under Artie Starrs appears open to change.

That is a promising sign.

A smaller displacement adventure bike or a genuinely affordable urban motorcycle could do more for Harley’s long-term health than another high-end bagger ever could.

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