Harley-Davidson diversifies into other types of motorcycles

Harley-Davidson has introduced all-new lines of motorcycles that break from tradition, fueling what they call the “More Roads to Harley-Davidson” growth plan.

The new models announced are a response to the “fast-changing world with new consumer demands,” while continuing to build their traditional offerings.

Leveraging its industry-leading design and strong manufacturing capabilities, Harley-Davidson plans to offer a comprehensive lineup of motorcycles, competing in “many of the largest and fastest growing segments with a full portfolio of motorcycles across a broad spectrum of price points, power sources, displacements, riding styles and global markets.” Their plans include:

• Extending the company’s leadership in heavyweight motorcycles by continuing to develop improved, more technologically-advanced Touring and Cruiser motorcycles.
• Introducing a new modular 500cc to 1250cc middleweight platform of motorcycles that spans three segments, starting with the company’s first “Adventure Touring” motorcycle, the Harley-Davidson Pan America 1250, a 1250cc Custom model and a 975cc Streetfighter model, all of which are planned to launch beginning in 2020. Additional models will follow through 2022.
• Developing a more accessible, small-displacement (250cc to 500cc) motorcycle for Asia emerging markets through a planned strategic alliance with a manufacturer in Asia. This new product and broader distribution is intended to fuel Harley-Davidson’s growth in India and other Asia markets.
• Launching Harley-Davidson’s first electric motorcycle, LiveWire, in 2019 — the first in a no-clutch “twist and go” portfolio of electric two-wheelers. LiveWire will be followed by additional models through 2022 to broaden the portfolio with lighter, smaller and even more accessible product options.

Other plans include new formats for showrooms, some of which should start appearing in the UAE over the coming years. As Harley re-invents itself in changing market conditions with these drastic moves, it remains to be seen if these models dilute their brand image.