Harley-Davidson has been moving between vericuetos of all kinds of all kinds. Perhaps that is why he has definitely decided to change his current direction in the search for the long -awaited business salvation, a fact that passes, almost inexorably, for adapting his recent range to the demands of all audiences
What does this mean? Develop and manufacture medium and low displacement models for markets of commercial importance such as the European.
Harley-Davidson at the dawn of a new era within the brand
After the recent internal rebellion among its investors, Harley-Davidson begins to see in a clear way where the solution to a good part of the problems that drown the company at the moment. As you have declared Kolja RebstockVice President of International Markets of Harley-Davidson, to MCN: “We lost volume when we discontinued the Sportster models line, which was very successful.”
This statement leads us to an obvious conclusion in this whole matter, Harley-Davidson needs more than a range of Custom High Class models. Or what is the same: not the whole mute has enough resources to aspire to one of its elaborate motorcycles of large displacement. Let us remember, focusing on the current reality that the brand lives in our continent, which in the firm of Milwaukee ended up discouraging the Harley-Davidson Sportster range in Europe in the year 2021.
At the moment, in order to get a new Harley-Davidson we must, at least 18,000 euros of rate that its NightSter Special model in our country costs. That is why the American brand already plans the development of a novel range of medium and low displacement models, similar to the well -known hero X440 that is marketed in India.
Rebstock explains: “The R&D personnel are focusing on this issue. There is a need; I cannot reveal what is in development, but we understood that we need a trampoline towards the brand.” But to be able to materialize a range of models of this type, the brand must resort to international markets, especially in terms of manufacturing, at least if what is sought is to be able to be competitive:
“We have an excellent production capacity in Thailand. Many of our motorcycles for the international market now come from that plant, and the response in terms of quality is already excellent.” The idea of Harley-Davidson is to enter fully into the low and half-displacement category where models such as the GB350s, Hunter 350 or the Speed 400 are distributed.
All this without losing the premium brand halo that they treasure in its range of models: “We need to be faithful to our most faithful customers, but the more faithful we are to them, the more we can isolate ourselves if we do not contact new customers.” That is, Harley-Davidson is obliged to find the ideal balance between quality and good price, with which to also be able to seduce new clientele. About this confirms Kolja Tressock:
“I think it is a great opportunity to demonstrate our opening to motorcyclist women; this is an important market that we can take advantage of. Especially because in some markets even more women are being seen than men obtaining the motorcycle card.” All this without forgetting, in addition to other important areas where the American brand intends to have a presence.
Recently, Harley-Davidson and Dorna have announced the “World Cup Bagger” that will be held coinciding with 6 major awards of next season between Europe and North America and will run between 12 and 16 pilots, as we told you in this article. Jochen Zeitz Executive Director of the brand, explains: “This is a bold step for the global ambitions of Harley-Davidson in the races.”
Concludes: “We have demonstrated our performance in the Motoamerica series Mission King of the Baggers … We are excited to bring a new way of competing worldwide.” Finally, Harley-Davidson’s manager spoke clearly about his new economic policy, in collation with the problem that tariffs imposed by the Trump administration represent: “We need to be the most flexible we can and listen to everything the economic landscape tells us.”
