Harley-Davidson Emphasizes New Models, Stronger Dealers in Rider Growth Strategy

Harley-Davidson Inc. is accelerating its strategy to reach a new generation of riders globally and is placing emphasis on introducing varied motorcycle models, partnering with e-commerce providers, and strengthening its dealers, the company announced in a press release.

Dubbed “More Roads to Harley-Davidson,” the growth plan is meant to help Harley meet 2027 objectives with increased focus and strategic investment to reinvigorate the U.S. business while increasing the pace of international growth.

Specifically, the OEM plans to launch a number of new bikes across a wide spectrum of categories and models. To start, Harley will unveil its first Adventure Touring motorcycle, the Harley-Davidson Pan America; a custom model;  and a new Streetfighter model. Both are scheduled to launch in early 2020. Harley also provided more details about the LiveWire, its first electric motorcycle. Featuring a “twist and go” design with no clutch, the lightweight vehicle is scheduled for a 2019 launch and will be followed by additional models through 2022.

Harley is also seeking to improve the retail customer experience across all of its channels. This includes improving the digital capabilities of the Harley-Davidson website and strengthening its dealer network through the implementation of a performance framework. Additionally, the company will establish alliances with global e-commerce providers.

More Roads to Harley-Davidson comes as the OEM has been experiencing declining U.S. retail sales, though, the motorcycle industry as a whole has faced similar issues. Meanwhile, international sales continue to improve, with new bikes sales in Europe growing to 3.6% year over year in the 2Q18.

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