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Thank you. From Wondry, I'm David Brown, and this is Business Wars Daily for the 23rd day of February.

Over the past few years, the Harley Davidson motorcycleson motorcycle brand has been, well, a little

lost. Its U.S. motorcycle sales have dropped about 40 percent since their peak more than a decade ago,

and while the strategy in recent years was to try to appeal to a broader base of riders,

the company's attempts at turning things around, including the recent rewire initiative, the newer one called Hardwire, seem more focused on getting leaner and doubling down on the company's core customer base.

A few years ago, Harley Davidson began its quest to woo younger customers. Its boomer customer base was aging, and let's face it, it's tougher to ride a hog with a bum knee and a sore back.

But younger customers aren't choosing motorcycles for their cool factor, a CNBC report says.

Instead, they want ease of transportation. So they look for more practical brands like Honda.

Even Harley's bold plans to get two million more riders taking to the road didn't seem to be

working.

They opened riding schools and launched the electric live wire motorcycle. You may remember us telling

...