Harley\'s shares tumble on disappointing earnings

Harley-Davidson's shares plunged after it missed on profit in the fourth quarter.

The company has struggled to revive demand for its bikes in the United States, where sales dived again Its core customers are growing older, and outreach efforts to attract new and young riders have yet to show results.

Harley's international sales dropped as well.

Cox Automotive's Karl Brauer: (SOUNDBITE) (English) COX AUTOMOTIVE, EXECUTIVE PUBLISHER, KARL BRAUER, SAYING: "This is kind of indicative of the entire automotive industry right now.

There's a lot of upheaval, whether it's technology, whether it's the demographic of buyers.

New buyers coming in that are different from the older generation of buyers.

So, I think, Harley represents kind of a larger theme that you're seeing across the industry, and just the challenges of what used to work, not really working very well, whether it's the technology you're using, or the models you're offering, or the pricing structure, or the market that you're going after the demographic you're going after.

Everything's kind of in flux." After missing its shipments guidance last year, Harley expects to ship up to 222,000 motorcycles this year, its lowest in eight years.

A recent dealer survey by Goldman Sachs found that customers prefer cheaper, used bikes to buying new models.

Adding to the company's troubles - President Donald Trump's calls to boycott Harley for its decision to move production for European markets overseas.