Harley-Davidson drops popular models from its range

Harley-Davidson Australia is dropping several popular models from its line-up, with the Iron 883, Iron 1200, and Forty-Eight models to be pulled from the Australian market.

These machines, which feature in the ‘Street’ category join the learner-friendly Street 500, which was also recently dropped from Australia.

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The Street models offered customers an entry point into the Harley range, with more affordable pricing, and user-friendly engines. The Iron 883 checked in at $18,250 ride away, while the Forty-Eight was priced at $19,995 ride away.

Meanwhile, the discontinued Street 500, which was immensely popular in Australia, carried a price tag of $9995 ride away. It was dropped from Harley's line-up completely last year, with the company shifting to a new long-term strategy.

It appears that the Iron 883, Iron 1200, and Forty-Eight will continue to be sold in America and other markets, although they may join the Street 500 as victims of Harley’s radical ‘Hardwire’ strategy.

Harley-Davidson has been struggling for some years, but new CEO Jochen Zeitz is determined to restore the company to its former glory. The introduction of his Hardwire strategy is seeing the company shift its focus from traditional V-twin muscle, to other areas like electric and adventure.

The Milwaukee firm launched its electric LiveWire in 2020 – the first electric motorcycle from a major manufacturer – and it is gearing up to release its new Pan America adventure tourer in the coming months.

Both the LiveWire and the Pan America have sparked divided opinion, with some Harley traditionalists criticising the move into new segments. But there is also a lot of interest in the new models, and it has well and truly put H-D back in the headlines.

The company recently reaffirmed its commitment to electric motorcycle development, and it is expected that the Pan America platform will also spark a flurry of new models.

At the time of his appointment in early 2020, Zeitz said: “I am leading a necessary and comprehensive overhaul of the company structure, operating model, and strategy as we adjust to the new post-COVID-19 realities. I will then oversee the implementation of these changes and reignite Harley-Davidson as one of the most revered and iconic brands in the world.”

Despite the company’s radical new direction, it hasn’t completely abandoned its roots. It continues to refine its wide range of cruiser and touring models, and it also recently launched the ‘Icons’ collection, with the first model being the 60s-inspired Electra Glide Revival.