Harley-Davidson changes course to take on the future

By Réhann Coetzee

Harley-Davidson agrees that it is a fast-changing world with new consumer demands. And they say that they – alongside their existing loyal riders – will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding.

They say they are planning their most comprehensive line-up of motorcycles and this will include:

• Extending the company’s leadership in heavyweight motorcycles by continuing to develop improved, more technologically-advanced touring and cruiser motorcycles that will keep existing Harley-Davidson riders engaged and riding longer.
• Introducing a new modular 500cc to 1 250cc middleweight platform of motorcycles that spans three distinct product sectors and four displacements, starting with their first adventure touring motorcycle, the Pan America 1250, a 1 250cc Custom model and a 975cc Streetfighter model, all of which are planned to launch early in 2020.
• Developing a more accessible small-displacement (250cc to 500cc) motorcycle for Asian emerging markets through a strategic alliance with a manufacturer in Asia. This new product and broader distribution must improve Harley-Davidson’s customer access and growth in India and other Asian markets.
• Leading the electric motorcycle market by launching Harley-Davidson’s first electric motorcycle, LiveWire, in 2019 – the first in a broad “twist and go” portfolio of electric two-wheelers designed to establish the company as the leader in the electrification of the sport. LiveWire will be followed by additional models through 2022 to broaden the portfolio with lighter, smaller and even more accessible product options to inspire new riders with new ways to ride.

Photos:

1. Harley-Davidson Pan America 1250 Adventure Tourer
2. Harley-Davidson 1250 Future Custom
3. Harley-Davidson Future Streetfighter
4. Harley-Davidson LiveWire electric bike