Despite America’s growing interest in motorcycles, Harley-Davidson is in a tough spot. The brand has not resonated with younger riders, and Harley’s first-quarter sales this year were down 12 percent over the same period in 2017. The American bike-builder have also been hit hard by recent E.U. tariffs placed on U.S.-made motorcycles—a retaliatory response to Trump’s steel and aluminum tariffs.
Harley badly needs a home run, something to capture the hearts of new riders, different from their usual variations on the classic iron cruisers. Rather than digging deeper into the past, they’ve done an about-face and are embracing the future. Harley has just announced four new bikes to be put into production between now and 2021, and three of them look like anything but a typical Harley. Finally, Harley’s engineers have been given free reign.
LiveWire: All-Electric
The first new motorcycle is the all-electric LiveWire, a clean, production version of the “Project LiveWire” prototype, which shocked the world in its 2014 debut. It is Harley’s dashing retro-futurist take on what an electric motorcycle should be, with a familiar speed screen, lots of torque, and a frame that exposes and celebrates the battery. A dummy “gas” tank keeps the bike from looking too alien.
Harley’s Chief Operating Officer Michelle Kumbier has hinted at future models : “We’re going big in EV with a family of products that will range in size, power, as well as price. When you look at EV you know this is a whole new customer base that we are bringing in.” There is even talk of an electric bicycle from Harley. The first LiveWire, pictured above, is coming in 2019.
Pan America: Off-Road Adventure
In 2020, Harley will launch the Pan America, the company's first adventure tourer. It is a chunky 1250cc bruiser which will compete with similarly-sized adventure bikes made by Ducati, KTM, and BMW in this hotly contested category. The fairing bears a passing resemblance to that of the Road Glide, and the big V-Twin is easily visible from the side of the bike—giving this adventure bike the heart of a classic Harley.
Custom: Classic Look for a New Generation
The Custom model is an aggressive low-slung 1250cc that looks like an artist’s impression of a cafe’d XR1200. It’s a compelling design, and certainly the most typically “Harley” of any of the four new models.
Streetfighter: A Sportier Harley
Finally, in 2021, this 975cc Streetfighter will arrive. The bike’s angular styling makes it look like a subdued Ducati Streetfighter. It is handsome, but doesn’t look totally banzai. That is perhaps because the Streetfighter, Custom, and Pan America will all share the same platform; a tubular steel frame and a 60’, DOHC V-TWIN. Later on in the product cycle, two additional displacements will be available.
Even without Harley’s other woes, there are so many good used bikes on the market that in order to sell motorcycles from a showroom, it helps if there is something tangibly “new” about them—and these new concepts are unlike anything else Harley has ever offered. If the Milwaukee motorcycle company can get the execution right, and these new models aren’t slow and overweight, we have a new lineup of forward-looking American bikes to be proud of. This time, there’s no chrome needed.
