In his memo on Tuesday, Levatich reiterated the fact that the EU's tariffs would cost Harley-Davidson an estimated $90 million to $100 million on an annualized basis. Gatto, who also sells names like Honda, Suzuki and Kawasaki, said that despite the political firestorm, he doesn't see customers shifting to other brands. "Harley-Davidson is Harley-Davidson. It is one of the most recognized brands in the world," he said. "The other brands … there's very little brand loyalty.