Harley-Davidson announced that it will be selling its stake in the Italian motorcycle maker MV Agusta. It could be worse, as the company has also decided it will kill off its Buell brand. The move is intended to strengthen the core business at H-D, that being Harley-Davidosn motorcycles.

Relative to MV Agusta, the Company will immediately commence efforts to sell the business, which is based in Varese, Italy.In the third quarter, Harley-Davidson, Inc. recorded a goodwill impairment charge of $18.9 million related to MV Agusta.

"Buell and MV Agusta are great companies, with proud brands, high-quality exciting products and passionate enthusiasm for the motorcycle business. Buell has introduced many innovative advancements in motorcycle design and technology over the years and MV Agusta is known in Europe for its premium, high-performance sport motorcycles. However, our strategy to focus on the Harley-Davidson brand reflects the fact that we believe our investments in that brand are a better utilization of overall company resources," said Keith Wandell, Chief Executive Officer of Harley-Davidson, Inc.

To me, Harley-Davidsons, while they have been huge money makers in the past, don't really have a great future ahead. This diehard brand loyalty to them is just going to die with the baby-boomers. Selling MV Augusta and ending Buell seem like they are getting rid of their opportunity to sell bikes to people that are young and are actually looking for a legitemately good/fun bike. There seems to be a lot of tech they won't be able to use in doing this. However on the other hand, this could be a good thing for H-D if they are going to actually use the cash they saved to really update their lineup or start cranking out better models.

To me, Harley-Davidsons, while they have been huge money makers in the past, don't really have a great future ahead. This diehard brand loyalty to them is just going to die with the baby-boomers. Selling MV Augusta and ending Buell seem like they are getting rid of their opportunity to sell bikes to people that are young and are actually looking for a legitemately good/fun bike. There seems to be a lot of tech they won't be able to use in doing this. However on the other hand, this could be a good thing for H-D if they are going to actually use the cash they saved to really update their lineup or start cranking out better models.