agingrebel.com
It is not your Harley-Davidson anymore.
Harley is incinerating its backward
looking marketing philosophy. All that nostalgic crap about Flatheads,
Knuckleheads, Pans and Shovels, World War II, Hollister and The Wild One,
Pissed Off Bastards and Vietnam Vets, the Motor Company logo tattooed
on guys’ arms, the Harley shield hanging on the walls of every two lift
shop, buy American, American nationalism and American workers working in
American factories to feed American children? That sentimentality just
won’t cut it anymore.
This is more serious than any of that.
This is about the big bucks. This is about finding the future. And for
sure, the future ain’t in someplace like Kansas City.
Harley wants the people who have been
loyally buying, stripping and rebuilding their overpriced, candy
colored, crap wagons for the last hundred years to know that they really
appreciate your interest but Harley, and the economy, and America and
the World have decided to go in a different direction. The big Milwaukee
Holy Cow began revealing who they have rejected you for yesterday.
$825 Million
The future is Asia and Africa and Harley
is going there with an $825 million marketing plan called “More Roads
to Harley-Davidson.”
Harley said yesterday that it plans to
collaborate with an as yet unamed “Asian Manufacturing Partner” to build
250cc to 500cc motorcycles for the Indian Market and eventually for
Southeast Asia and China where the company sees “strong sales growth
potential.”
“We believe that EV (electric vehicles)
is where global mobility is headed and holds great appeal for existing
riders as well as opportunity to bring new riders into the sport. We
intend to be the world leader in the electrification of motorcycles and,
at the same time, remain true to our gas and oil roots by continuing to
produce a broad portfolio of motorcycles that appeal to all types of
riders around the world,” Harley CEO Mathew Levatich said.
Bzzz Bzzz
The company will release an electric
motorcycle called the LiveWire in the United States next year. The sales
pitch for that vehicle goes:
“The LiveWire model is an authentic
Harley-Davidson expression of individuality, iconic style and
performance that just happens to be electric. It will provide a visceral
riding experience with instant torque and thrilling acceleration – no
clutch, just twist and go.”
“This new, powerful-yet-easy-to-ride
premium motorcycle takes its cues from Project LiveWire, the prototype
motorcycle tested by thousands of riders around the world to inform what
a true Harley-Davidson® electric motorcycle should be.”
“Like every Harley-Davidson® motorcycle,
LiveWire is an exciting motorcycle to ride and has a look, sound and
feel that is authentic and original.”
Vehicular Diversity
Harley will introduce a new model called
the Streetfighter in India in 2020. The 975cc, gasoline powered sport
bike was designed by Indian designer Chetaan Shedjale.
In 2020 Harley plans to start selling a
gasoline powered, 1250cc “adventure motorcycle” called the Pan-America.
That motorcycle will compete for market share with other adventure class
bikes like the BMW R 1200 GS Adventure and the Honda Africa Twin.
The company announced three more
electric vehicles for 2022. One looks like a dirt bike and the other is a
moped. Harley also plans to start selling a bicycle powered by an
electric motor.
Bold
In all, Harley plans to introduce 100
new vehicles in the next decade. The company didn’t announce how many of
them will be riding lawnmowers.
Finally, the company plans to open smaller urban storefronts “to expose the brand to urban populations and drive sales.”
“The bold actions we are announcing today leverage Harley-Davidson’s
vast capabilities and competitive firepower – our excellence in product
development and manufacturing, the global appeal of the brand and of
course, our great dealer network,” said Harley-Davidson CEO Matt
Levatich.
