Harley seems to have a knack of reinventing itself and coming back from the brink. I hope it happens again. The were on the brink and got bailed out in the earlyl 80s via tariffs, and at some point in the late 90s, Harley figured out that 51% of the population was female, and started really marketing to women, oh lord the pink Harley crap (and pink camo - really WTF?, sorry another rant).....and with all the groups and ralleys made riding a Harley a 'family' or 'couple' thing....good on them I guess. I've never understood the appeal of a Harley, just not my riding style, I prefer sport touring bikes that corner like they're on rails, and I'm very fond of my skin and brain, so I'm a big fan of full safety gear and full face helmets.
I have never seen a group so loyal to a brand. It's an image and a US thing, as a Canadian I always got the feeling is was somehow unAmerican to ride a Japenese 'rice burner'....maybe the millenials don't want their parent's ride.