[volta87]

That's because the company started dying longer ago.

Their stock price today is around 30$. In the early 2000s it was around 90$.

Also, like the other comment mentioned, HD has been playing a lot of financial tricks over the last 20 years to prevent the stock price from declining (e.g. buy backs to artificially inflate stock price, take a look at the number of outstanding shares: https://www.macrotrends.net/stocks/charts/HOG/harley-davidso... , a reduction from 280 million to 150 million in the 2005-2019 time period).

EDIT: I recommend https://www.youtube.com/watch?v=EOwxxsPaogY for a summary.