Sales are rapidly dying...
It's not just that sales are dying. The recent trend is Harley riders "de-badging" their Harleys. They can't sell their motorcycles to buy an Indian or a custom motorcycle because they're too far invested into them and the price dropped anyway because their peers don't want to be seen on a trannycycle.
In addition, Harley-Davidson had become an apparel and "lifestyle" company years ago and now more riders leaving their Harley apparel at home because it's an embarrassment.