Harley-Davidson is making some changes to appeal to a new generation of riders. The “More Roads to Harley-Davidson” strategy will see the legendary motorcycle company offer broader access to its products, improve dealerships and most importantly, offer new rides.
Harley-Davidson is planning its most comprehensive line-up of motorcycles to compete in the largest and fastest growing segments with motorcycles across a broad spectrum of price points, power sources, displacements and riding styles.
“Alongside our existing loyal riders, we will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding,” says Matt Levatich, President and Chief Executive Officer of Harley-Davidson.
A new modular 500cc to 1250cc middleweight platform spans three motorcycles and four displacements, starting with the company’s first Adventure Touring motorcycle, the Harley-Davidson Pan America 1250. It includes a 1250cc Custom model and a 975cc Streetfighter model, both of which are planned to launch beginning in 2020. Additional models will follow through 2022.
Coming in 2019 is LiveWire, Harley-Davidson’s first electric motorcycle. With a broad, no-clutch “twist and go” portfolio of electric two-wheelers, the motor company hopes to establish itself as the leader in the electric bike market. Lighter, smaller models will follow LiveWire through 2022.
A more accessible, small-displacement (250cc to 500cc) motorcycle is being developed for Asia and will be distributed to India, one of the largest, fastest growing markets in the world. Harley-Davison will also continue developing heavyweight motorcycles, particularly more technologically-advanced Touring and Cruiser rides to keep existing customers engaged and riding longer.
“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,” adds Matt Levatich.