Harley Davidson isn’t going to get their stock crashed for this.
A motorcycle purchase is not a beer purchase.
Beer is a consumable commodity… millions, if not tens of millions of beers are bought daily. You buy it, you drink it, you buy another one.
HD sells less than 200k motorcycles worldwide annually.
Beers are bought a one to a few a day by each consumer. Motorcycles? Maybe a few over the course of their lifetime.
Beer has hundreds of brands to choose from, motorcycles, without getting into the custom or boutique builders there are maybe 10ish brands of note
HD is the brand people who want an American roadster many people aspire to own….
If HD put a trans on a bike in their direct advertising and said we are here for the queer then, you would see that mystique be affected, but letting Bud put your brand on their can? This isn’t going to cause folks by any large number to abandon their brand and stop buying their motorcycles.
Perhaps they will get their ESG score dinged by proxy and that could force some institutional ESG funds to have to liquidate the stock, which might creat a short term drop, but from a fundamentals perspective no I wouldn’t be worried if I owned HD stock unless I was day trading it over this.
HD had its lowest sales in 15 years last year, and given the continued inflation and recession fears I would be more worried about that impact on the stock long term. motorcycles are not a necessity item for the majority of consumers, the tighter house budgets are the less the desire to have a bike is likely to be able to be acted on.
Yes the hard core will still buy a motorcycle when they need a new one, but the other 90%+ of the customer base will hold off doing so.
Plus there always is Kawasaki or Yamaha motorcycles.