Electric vehicle obsession: Companies betting the house on the unproven and unprofitable

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This spring, thousands of people, mostly but not exclusively men of a certain age and financial position, will drive their shiny new Escalades, Yukons, and Silverados to the local Harley-Davidson dealer to see a new-for-2025 motorcycle called the Pan America ST. An evocative name, to be sure, and one reinforced by the omnipresent U.S. flag imagery in H-D’s marketing, merchandise, and showroom displays. There’s just one problem with the whole patriotic scene: The new “Pan America” will be made in Thailand, as will the Sportster and Nightster motorcycles that surround it on the showroom floor. 

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