U.S. Commerce Secretary Wilbur Ross speaks to “Squawk Box” about the state of global trade as well as how the administration is handling economic and trade policies.
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Harley-Davidson represents America to people all over the world. It’s an identity that has put it front and center in Donald Trump’s trade war.
The company was one of the targets of recent EU tariffs and now seems to be on the president’s bad side. But a few decades ago its American identity helped to save Harley from going under.
In the late 1970s, Harley-Davidson was in deep trouble. Its bikes had dropped in quality and the motorcycle industry in America was being taken over by Japanese brands. Its share of the U.S. heavy bike market had dropped from 75 percent in the early 70s to just 25 percent in the early 80s.
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