HD is low quality, high price.
Who wants to pay the price of a mid-sized car ($27,000) for a motorcycle?
I ride BMW Adventures at that price, but I get much, much more than anything HD offers.
An HD bike should be about $14,000 at most.
Almost bought a used BMW a month or so ago at a car dealership...............
Considering that Harley sold nearly 50% more bikes than BMW last year, I suppose the answer to your question is a lot. Especially in America where they sold 30% of all the bikes.