Harley-Davidson is now selling on Amazon; will dealerships disappear?

Harley-Davidson has just announced on its official website that it will now sell its products through the e-commerce giant Amazon.

With this new move, the Motor Company aims to stem the decline in its accessory sales for the fourth consecutive year and at the same time access new markets and customers globally. In recent years, more and more large companies have understood the need to meet customers where they are, i.e., social media, e-commerce, video channels, etc.

In this way, the brand aims to connect with new generations of buyers, offering its products in a more convenient way, even at the risk of losing part of the "experience" offered by official dealers, and competing with them in the retail sector—if Amazon can be competed with...

Many dealerships are already offering their products through digital channels, and this new development by HD will pose a significant challenge for them. Initially, they've begun selling motorcycle clothing and accessories, but soon we'll see more items from their catalog gradually added, such as spare parts, accessories, and... perhaps one day you'll be able to buy a Harley-Davidson directly on Amazon.