THROWBACK AD 2009 Harley-Davidson V-Rod

Throwback Thursday – The birth of the V-Rod Muscle:

MILWAUKEE (Oct. 8, 2008) – To emphasize the non-traditional pairing of sophisticated style and brute strength, Harley-Davidson chose to launch the new 2009 V-Rod Muscle in a distinctly non-traditional way-by teaming up with American Supermodel Marisa Miller in an innovative marketing campaign to introduce the latest addition to Harley-Davidson’s high-performance line of V-Rod motorcycles.

The new V-Rod Muscle features a powerfully sculpted new physique that exudes a contemporary and urban sense of style. The Muscle’s long, low profile and super wide rear tire are inspired by the drag strip, while the free-revving performance of the liquid-cooled Revolution V-Twin engine co-developed with Porsche give it an unmatched combination of power and sophistication.

“The V-Rod Muscle stands out in a crowd of copies and generic motorcycle profiles,” said Mark-Hans Richer, senior vice president and chief marketing officer for Harley-Davidson. “It stretches the very definition of what it means to be a Harley-Davidson motorcycle.”

Partnering with American supermodel Marisa Miller is a perfect match. The V-Rod Muscle’s sculpted body and commanding physique complement Miller, who not only represents classic American beauty, but also strength and athleticism. Miller is best known for gracing the cover of many prominent publications, but she also represents the return of the great American Supermodel. Miller grew up around motorcycles in California and has a strong appreciation for Harley-Davidson.

“To represent such an iconic American brand is incredible,” said Miller. “I have grown up watching my dad and uncle ride Harleys. It’s amazing to circle back at this point in my career, and work with a brand I have so much respect for.”

This was the press release from 2008 and set the stage for a reboot of a model so different from everything else HD was making at that time. Liquid cooled, overhead camshafts, low, fast, and mean it was light years ahead of anything else on the cruiser market and way ahead of HD riders.

Still featuring the 1250cc liquid-cooled V-Twin engine with a five-speed transmission and high-performance Brembo triple-disc brakes with available ABS. Its race-bred clutch with “slipper” action helps ease drive train effort during downshifting while its broad-shouldered presence is highlighted by a huge 240mm rear tire. New bodywork with integrated turn signals and a clipped fender combine to give it a clean, contemporary look.

The V-Rod still continues in HD’s line up with the Muscle and the Night Rod. While not as unique as it once was it still showcases a possibility of something different to come from the mothership at any moment.