Harley-Davidson Extends Trade-In Credit

American motorcycle manufacturer Harley-Davidson has extended its bike exchange trade-in program launched last December through February 28, 2010. The incentive program offers customers who trade-in an eligible non-Harley-Davidson brand motorcycle a credit of $500 above the dealer-negotiated trade-in value for the purchase price of a new Harley-Davidson motorcycle.

“If the bike in your garage is not the bike in your head, this offer makes it a little easier to purchase the bike of your dreams,” said Dino Bernacchi, Harley-Davidson Advertising and Promotions Director. “It’s just one more way Harley-Davidson and its dealers strive to welcome new riders into the Harley-Davidson family.”

In the last few months Harley-Davidson struggled with the troubled economy and decided to apply hard cost cutting measures. Not only the company announced the end of the Buell production line, but it has also reveal plans of selling MV Agusta.

The manufacturer recently reported $218.7 million loss, with company revenue down by 40 percent, to $764.5 million in 2009 from $1.28 billion in 2008.

“Our full-year 2009 results were affected by the difficult economy, as well as the planned actions we took that resulted in restructuring charges of $224 million. We believe these actions are critical to restoring greater profitability and long-term growth to Harley-Davidson,” Keith Wandell, Harley-Davidson president and CEO said in a release. “We are confident we have made the right decisions for our future, and we are executing our strategy with focused intensity.”