7 Reasons the Future of Harley-Davidson Looks Bright

Fresh markets, fresh fans

Historically, Harley-Davidson has had a resolutely American-centered reputation. An American cultural icon; American motorcycles for American customers. Things are set to change. While Harley bike's cultural heritage will always conjure thoughts of the good ol' U S of A, the company has made a publicized effort to appeal to customers abroad. SUVs and all-in-one practical vehicles dominate the North American market. Different sets of rules apply elsewhere.  

Electric future

Harley-Davidson has shown surprisingly determined resolve with regards to electric bikes. They've laid a 2019 date for the release of their first proper EV bike, and just recently announced the purchase of EV-focused startup Alta Motors. They are the first big name in motorcycles to make advances on the North American EV. Needless to say, this could be huge for them-- especially considering the millennial generation they've had a tricky time convincing tends to lean towards efficient tech. Bikes make a lot of sense for electric tech, particularly once infrastructure spreads enough to allow for the long-distance treks of yore.  

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They're still the kings of long-range utility

The smaller Japanese imports are often cited as a central reason why Harley sales have struggled to keep up. There are nonetheless things you can't manage with the small ones; your typical Harley is built wide and robust for a reason. One of Harley-Davidson's Road Kings can take a rider down every highway in America with comfort to spare. They've got the cross-country trekker market cornered like it's nobody's business (because it really isn't!) and it's hard to imagine a possible future where adventure and transformative life experiences have suddenly gone out of style. 

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Fighting fire with fire

On the note of those smaller bikes, Harley-Davidson has seen fit to release their own "street bikes", built smaller and cheaper to compete directly. Harley's Street 500 and 750 models are the first lightweight designs the company has manufactured since the 350 cc Sprint was discontinued in 1974. Although they'll probably have to develop their own reputation independent of the long-haulers before catching on, this lightweight strategy demonstrates there's no fight Harley will back down from. Not to mention, the HD nameplate carries some serious domestic favor by default; new customers may sway towards them over foreign competitors if they simply offer the sort of bike they're looking for. 

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There's a culture and lifestyle behind the bike

It's never just a bike-- never just a way to get around. It's a way to meet people. Make friends with them. Share incredible adventures you'll talk about for years to come. A strong culture surrounding these bikes was practically inevitable. Fuss has been made that the hardcore demographic remains Baby Boomers and subsequent generations haven't picked it up. In order for motorcycles to be cool, they'd have to be uncool for a generation (or at least neglected) before they could be sufficiently rebellious again. 

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The domestic front is looking optimistic

This one may be surprising. Most times it's the opposite story being told-- "Harley-Davidson is on the decline." "Harley-Davidson can't keep up with the times." It bears reminding that Harley-Davidson retains a firm 55% share of the American heavy motorcycle pie. More importantly, that share's expected to rise-- a predicted 2-2.5% growth over the coming year. A lot of this is tied with optimistic views for the American economy as a whole. 2006 was the peak year for Harley sales. Given their typical consideration as a recreational purchase, their sales were hit hard by the recession. Things are coming back though, and if the data holds, it looks as though they stand to regain crucial ground with this upward trend. 

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Legends never die

There are certain benefits that come with being a cultural icon. Fans have often grown up with Harley-Davidson around. It becomes a part of their lives in a meaningful way. Even non-bikers usually put cultural weight on Harley for its role in the lexicon of cool. Long story short; a lot of people wouldn't be happy if Harley went under. We're not saying people would take to the streets to "Save Harley" (well, some of us would) but their positive public reputation is the sort of foundation that money can't buy.

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