Harley to "broaden horizons"

Harley-Davidson says it will launch some unexpected models and further broaden its line-up's appeal as it sets about making good on its recent promise to deliver 100 new models in the next 10 years.

Speaking with Bikesales at Northside Harley-Davidson in Melbourne at the conclusion of the recent 100 Years anniversary ride, Harley-Davidson Australia & New Zealand Managing Director, Nigel Keough (pictured, right, with Bill Davidson), said the Motor Co would be exploring some exciting new directions as it rolls out its major model offensive.

"The 100 new models are going to include spaces we haven't been in yet, and that will include some things that people won't expect," he said.

"The Livewire is a wonderful example. Who would have thought that we'd release an electric motorcycle? But come the next couple of years, you're going to be able to walk into a Harley-Davidson dealership and purchase one."

Mr Keough said the Livewire was a bit over one-and-a-half years away from dealerships, with availability slated for 2019.

Harley-Davidson also claimed recently that it is seeking to expand its base of US riders by two million by 2027, with the new-model push playing an instrumental part in that growth.

"Our investment in the future is just that," he said.

"It's bringing new people to the brand and expanding our footprint. We've recently said that we're going to increase our riders in the US by two million people and to facilitate that, by having new product in different spaces, it's an ideal opportunity.

"So yes, it's a significant investment but one we're fully aware of and prepared for, and one thing we do exceptionally well is execute."

When asked if the arrival of these non-traditional models could weaken the strength of Harley's dominant Big Twin and Sportster families, Mr Keough said he thought there was room in the line-up to accommodate the new arrivals without compromising Harley's key ranges.

"It's a good question, but I don't think so," he said.

"It's about broadening it. And what we've found in Australia with the Street 500 is that it's opened up new avenues for people to join us who couldn't get there before.

"We've not got a fantastic variety of folks who are accustomed to our bikes: we've got young adults, we've got middle-aged men, we've got women, we've got more mature folks. It's about broadening the horizon; the stereotypical customer is no longer 50 and grey-haired.

"At the end of the day, the thing that unites us is the journey and the freedom that you get on a Harley."

The delivery of those 100 new models has already begun in earnest, with the new model spree kicking off with the recent arrival of the Street Rod and the Road King Special.

With the Livewire due in 2019, it will be fascinating to see what else Harley-Davidson can pull out of its hat as its biggest model offensive in decades, if not ever, gains momentum…

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