2018 Harley Lineup Addresses Changing Demographics

Less weight, better handling, and the death of two models comprise the beginning of a new strategy for H-D.

Unless you’ve been living under a rock lately, you’ve already heard ubiquitous media assertions that Harley-Davidson is in the midst of a major demographics shift. For months, headlines have been announcing that middle-aged riders are, quite simply, giving way to young folks. Young folks who are more interested in less expensive bikes with stylish flair and nimble handling characteristics.

H-D, of course, is planning to win over these new customers by introducing a host of major changes. Many of them, including the introduction of 100 new models, are set to take place in the long term. But some of those changes have already taken place as the 2018 Harley-Davidson lineup heads to dealerships nationwide.

Harley raised a few eyebrows when it decided to kill off the slow selling V-Rod and consolidate the Dyna into the Softail lineup. On the surface, many take the elimination of the raw and visceral Dyna as a sign that Harley is trying to change its image. Granted, part of the problem lies in the fact that the new (and excellent) Milwaukee-Eight engine won’t fit in the Dyna’s chassis. But Harley’s desire to tone things down a bit carries on to the revised Softail lineup as well.

Harley’s long distance cruisers feature new monoshock suspensions to go along with their lighter, more powerful engines. Twin balancers smooth out engine vibrations, and allow the powerplants to be mounted directly to the frame.  Which in turn aids chassis rigidity and improves handling. With more torque, less weight, and surprisingly nimble handling, this ain’t your father’s Harley-Davidson.

Whether you’re talking about older riders or younger ones, it’s clear that today’s customers want more refinement in their cruisers. And honestly, that really isn’t such a bad thing. As much as we (used to) love a hardcore outlaw two wheeler, when Harley cranks out bikes with better handling, more power, and increased comfort, we all win.

Brett Foote

Brett Foote has been covering the automotive industry for over five years and is a longtime contributor to Internet Brands’ Auto Group sites, including Chevrolet Forum, Rennlist, and Ford Truck Enthusiasts, among other popular sites.

He has been an automotive enthusiast since the day he came into this world and rode home from the hospital in a first-gen Mustang, and he's been wrenching on them nearly as long.

In addition to his expertise writing about cars, trucks, motorcycles, and every other type of automobile, Brett had spent several years running parts for local auto dealerships.

You can follow along with his builds and various automotive shenanigans on Instagram: @bfoote.