Harley Davidson shares are down:

“We are downgrading Harley-Davidson to ‘market-perform’ based on increased conviction that motorcycle demand in the United States is in the throes of secular erosion,” Bernstein analyst David Beckel said.

Beckel noted that the “Generation Y” - those born in the 1980s and early 1990s - was adopting motorcycling at a far lower rate than prior generations.

$22,000 and up for two wheels on the ground is a lot of money.