The problem with HD is their shrinking market share with new riders. They market a lifestyle more so than the bike itself and the newer, younger generation of riders don't care about the specific image as much (or being hipsters, want a cafe ). There are those that will want one because of their dad, grandpa, etc but when you look at HD's image you think middle age rider reliving their youth decked in HD branded leathers.
They have started to try and capture the younger market with the Street series but it still comes down to the image. And yes, other manufacturers (Honda, Kawi, etc) market to certain demographics using lifestyle but since they also make a variety of styles of bikes, they have a much broader ranger to market towards.
Oh, and a 15% increase for the CEO with business declining?!? WTF is that about, where can I get me one of these jobs where if I do poorly I can get paid more?
They could do a lot for their image just by tinkering with their apparel line, since apparently so many HD riders get their gear with their bike. Just tone down the branding a bit, and maybe get some new designs. Stop every customer from leaving the lot with that black shirt with the orange stripe on it