The Future of Harley Davidson: Why It Matters
Daily Slideshow: In a bid to attract both a new and younger customer base, Harley-Davidson introduces its future line-up that will include an adventure bike, and an electric motorcycle.
H-D Devotees
Harley-Davidson is a premium brand steeped in history and tradition, with a loyal, if not devout, customer base. In an eye to the future, the Motor Company is getting an update with the introduction of its future line-up of motorcycles aimed at attracting new riders, and targeting a younger customer base.
Next Machina
It might be due to the exponential growth of technology but tastes are changing — especially among the new generation of motorcyclists. In response, H-D is treading new ground, seemingly making a radical departure from its traditional past. It is prototyping an adventure bike, a street fighter, a 'future custom,' and an electric motorcycle.
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Troubled Times
Harley-Davidson's announcement of its new and diversified direction comes at a time when many American businesses are weathering financial difficulties. Declining domestic demand for Harley-Davidson motorcycles and tariff issues have resulted in a loss of share value and has led to plant closures.
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Just One Ride
In addition to the demand slow-down from the Harley-Davidson customer base, polls of 'Millennials,' show that they are less likely to start riding than any other generation. Also adding to the downturn is a sharp decline in dirt bike sales, once considered the 'gateway' motorcycle.
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Attention Getter
The decline in Harley-Davidson motorcycle sales is not reflective of an overall drop in ridership. In fact, there has been a significant uptake of motorcycling in the past decade by people over fifty. The new challenge for the Motor Company is attracting the interest of both new and established riders, in a sea of motorcycle choices.
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Custom Revolution
Harley-Davidson put its new marketing doctrine into practice at the 2017 Dealers Meeting. In a decisive move, the Motor Company announced it had ceased production of the venerated Dyna platform, and introduced an all-new Softail line-up for 2018. The new models were billed as a “revolution in custom motorcycles, where authentic heritage... meets modern edge and technology.”
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Street Cred
Changes at Harley-Davidson are not confined to the past couple of years. Released in 2014, the Street 750 became an entry-level liquid-cooled motorcycle. Built in India, the Street is perhaps the most important new Harley-Davidson produced in the last decade. It has enabled global production and paved the way for the company's current changes.
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Future Prototypes
In July 2018, Harley-Davidson kept the momentum of change going with the introduction of four new prototype models. In the Motor Company's words, the move creates “more roads to Harley-Davidson,” and a higher customer experience “across all retail channels.”
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Adventure America
Slated for a 2020 release, the 1250cc Pan America is part of Harley-Davidson's foray into new market segments. The Pan America faces tough competition from a bevy of race-proven dual sport models such as BMW, KTM, and Honda — among others. The Motor Company is pitching the Pan America as a way “to see the world from another point of view... on or off-road.”
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Street Brawler
Included in the 2020 model release is the new Harley-Davidson Streetfighter. As a 'naked' sport bike, the design is tried and true, but unprecedented for Harley-Davidson. With a 975cc motor, the Streetfighter is touted as an “unapologetic modern style with enough performance and agility to carve through city streets.
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Muscle Bike
Poaching styling cues from the new FXDR is the ambiguously titled 'Custom Model.' Planned for a 2021 release, Harley-Davidson presents the 1250cc 'Custom' as a motorcycle with a “muscular stance and aggressive stripped-down styling.” It is reasonable to speculate that the 'Custom' is slated to replace the cherished, but geriatric, Sportster line-up.
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Plugged-In
The most shocking new offering from Harley-Davidson is the Livewire. As a rideable prototype, the Livewire is built with 'enabling technology' to entice new riders to motorcycling. Harley-Davidson presents the Livewire as an “authentic expression of individuality and iconic style that will provide a visceral riding experience with instant torque and thrilling acceleration.”
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Customer Groups
The direction changes at Harley-Davidson are aimed at three basic customer groups — future, current, and non-customers. Part of the rationale for the change is that future customers (primarily college graduates who might purchase a motorcycle in the next five years) will be more receptive to new products, and have less preconceived ideas about the Harley-Davidson brand.
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Current Customers
Despite customer reluctance, the Motor Company is dedicated to “leadership in heavyweight motorcycles” by developing “more technology... that will keep existing Harley-Davidson riders engaged and riding longer.”
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Non-Customers
Like all motorcycle manufacturers, the challenge that Harley-Davidson faces is to get non-motorcyclists to start riding. In an attempt to remove the stereotypes reinforced by over-dramatized 'biker' reality shows, Harley-Davidson is focusing on personalized storylines with its 'FREE [ER]' marketing campaign, which promotes: “All for freedom. Freedom for all."
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Global Operations
Harley Davidson is a vast and global enterprise with close to 1500 dealerships worldwide, half of which are in the United States. Part of Harley Davidson's international operations is their ambassador program, as well as Iron Elite Events which pays tribute to African American riders, both past, and present.
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
Old Hat/New Thing
With all the buzz around change, it is important to realize that new generations of riders bring their own definitions forward. All considered, Harley-Davidson plans on being around to support existing loyal riders, while “leading the next revolution of two-wheeled freedom, and to inspire future riders who have yet to even think about the thrill of riding."
>>Join the conversation about H-D's plans for the future right here in the Harley-Davidson Forum!
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