According to Matt Levatich, president and chief executive officer, Harley-Davidson, the brand is iconic because the brand has never been static.
To inspire even more people around the world to experience the exhilaration of riding a motorcycle, Harley- Davidson shared details of its “More Roads to Harley-Davidson” growth plan through 2022. Harley-Davidson’s 2027 objectives include the reinvigoration of the U.S. business while accelerating the pace of international growth.
“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,” said the president and chief executive officer, Harley-Davidson. “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.”
“In moving forward, we are tapping into the spirit that drove our founders back in 1903 and every one of the employees and dealers who rose to the challenges faced along the way. Our plan will redefine existing boundaries of our brand – reaching more customers in a way that reinforces all we stand for as a brand and as a company and we can’t wait to kick it into gear,” said Levatich.
The result of a comprehensive, top-to-bottom assessment incorporating a “customer first” perspective, the “More Roads to Harley-Davidson” plan includes new products, broader access, and stronger dealers.
The American motorcycle maker intends to keep current riders engaged and inspire new riders by extending heavyweight leadership and unlocking new markets and segments. The company wants to meet customers where they are and how they want to engage with a multi-channel retail experience and stronger dealers.
“We expect this plan will result in an engaged, expanded Harley-Davidson community with a more diverse rider base, along with industry-leading margins and cash flow,” added Levatich.
New Harley-Davidson Products
Leveraging its industry-leading design and strong manufacturing capabilities, Harley-Davidson plans to offer its most 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. Highlights include:
Harley-Davidson intends to lead the electric motorcycle market by launching Harley-Davidson’s first electric motorcycle, LiveWire, in 2019 — the first in a broad, no-clutch “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.
Harley-Davidson is 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.
The motor company is introducing a new modular 500cc to 1250cc middleweight platform of motorcycles that spans three distinct product spaces and four displacements, 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 to broaden coverage in these product spaces 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 customer access and growth in India, one of the largest, fastest growing markets in the world, and other Asia markets.