HOG - Why Harley-Davidson Abandoned Its Amazon Storefront
Because Harley-Davidson 's (NYSE: HOG) dealer network has always been critical to its success, the bike maker's decision to cut the legs out from under it by opening a Harley storefront on Amazon.com (NASDAQ: AMZN) was misguided at best.
CEO Jochen Zeitz seems to have a much better grasp of how to save the motorcycle company than his predecessor, and not hurting his dealers was likely the rationale behind the decision to abandon Amazon's e-commerce platform.
"We want to have a fully integrated, digital e-commerce business with our dealers," Zeitz told Bloomberg . "Amazon was not really something that got our dealers into the mix."
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Why Harley-Davidson Abandoned Its Amazon Storefront