Digital Trends Harley Davidson has been struggling, in part because its core customer is getting older. The company reported better-than-expected third quarter earnings. But challenges remain, and the best path forward might be to consider "strategic options," according to Morgan Stanley. The best road ahead for Harley Davidson might be the one that says "sale." The US-based motorcycle company reported better-than-expected third-quarter earnings on Wednesday, but that may not be enough to pull the company out of rough territory, Adam Jonas, a Morgan Stanley analyst, said. Jonas expressed concern over Harley's forward guidance.