Harley-Davidson Racing Program Gets Cut, but That’s OK
Sentiment aside, the end of Harley-Davidson’s factory-backed racing program is probably just fine, but here’s an analysis just in case.
In both the automobile and motorcycle business, “Win on Sunday, sell on Monday,” used to be a winning strategy. That said, it’s probably been a generation since there was anything close to a direct line between the podium and the showroom. So given all the cost cutting associated with Harley-Davidson’s Rewire strategy, it shouldn’t come as a surprise that the MoCo has dropped its factory-backed racing program. Here’s the meat of the statement:
Harley-Davidson is harkening back to the foundations of the company’s competitive spirit by refocusing on building within the brand and celebrating the heritage of grassroots flat track racing by offering support to its entire dealer network through the development of contingency programs.
‘Harley-Davidson’s heritage is rich with racing lore and legacy, and throughout our brand’s history, Harley-Davidson dealers have been the cornerstone of our racing programs,’ said Jon Bekefy, general manager of Brand Marketing. ‘We are excited to continue to support the XG750R racing motorcycle and NHRA Pro Stock Motorcycle efforts through our dealers.’
Obviously, this is a sad announcement. For more than a century, Harley-Davidson has been a major player in the racing world, and the company’s legendary XR750 — which just celebrated its 50th anniversary — remains the winningest motorcycle in the history of AMA Pro Racing.
While the MoCo was clear it that will continue to support dealers and racers, make no mistake, its effectively announcing a retreat from a huge aspect of its heritage. And honestly? I think that’s OK.
Because as successful as the company has been in the arena of dirt track racing? The XR750s ripping around the ovals are as far removed from the bikes available in local showrooms as the NASCAR Camry is from the production Camry. And dirt track racing isn’t exactly MotoGP, where hundreds of millions of dollars are spend developing cutting edge technology. I mean, as cool as it is? The XR750 in these pictures still has carbs.
So while some folks might argue otherwise, I don’t think many people are buying Sportsters because what’s happening on the track. That demo is likely less than a rounding error on Harley’s books, and given how ferociously expensive racing is, it makes sense to put that cash elsewhere—particularly when the company is facing the strongest headwinds its ever seen.
But I do think that anything money saved from cutting factory backed racing should go toward bringing new riders to the brand, like competition used to.
In short? I think Harley should (at least for the time being) should forget about making actual race bikes. Instead? It should use the money it’s not spending at the track, and produce affordable bikes that look like race bikes. Now, I’ve been saving this for what feels like forever, but given the popularity of the scrambler market, it’s insane that Harley doesn’t have a proper offering there. At this point, it’s just surrendered the market to other premium brands, like Triumph and Ducati.
Now, I get that giant touring bikes with loads of bling are Harley’s cash cows right now. But that’s not the kind of bike younger riders want, and winning over youngers riders is key if the company wants to exist in any serious capacity for another couple of decades—much less another century. And if you think selling ugly, over-priced electric bicycles is going to do it? I’d seriously like to know what you’re smoking.
So what do you think? Am I crazy? Or do you think there’s a market for a less-expensive, race-rep style Harley? Shoot me a PM and let me know!
Photos: Harley-Davidson Racing
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