Harley-Davidson’s 120th Anniversary lineup… Boom or Bust?
Well MotoReaders… there it is, your “new” bikes for what could arguably be one of the most significant anniversaries in Harley-Davidson’s history. So, the question is, did they knock it out of the park, or did they strike out? If there are any H-D execs reading this (which I hope so, but sorta doubt) this next part is directed to you- if this is all you have in your trick bag, I’ll be honest- I’m sorely disappointed.
The bikes
The paint is gorgeous, the bikes are boring. Sorry, but they are. You guys had a great opportunity to introduce some really cool machines, but it feels like you just phoned it in. The only “new” model is the Road Glide trike and, as a younger old guy, or an older young guy (depending on how you want to look at it), I’m still young enough to handle a two wheeler, but “established” enough to afford a bigger touring bike, so for me… another trike is just plain boring. I’ll keep my 2017 Road King Special (especially now that I have fixed all the things you guys fell short on with that one). You “brought back” the Breakout? Ugh. The only bike that has even garnered a second look from me is the Nightster Special, but that one isn’t even a new model for ‘23. To make matters worse- the “Special” still sports the 975cc mill for 2023. Why not put the 1250 RevMax engine from the Sportster S in the Nightster Special? What exactly is “special” about the Special, anyway? Black paint and a quarter fairing (that was on the previous year model)? Come on… we, your customers, deserve better.
Jochen, are you listening?
Jochen, buddy… listen to me for a minute, I know you want the best for the MoCo, so do I. That’s why I’m offering this advice for free- bring back a twin shock, big twin powered line- yes, I’m talking about the Dyna, for 2023. Do you want to get some loyal H-D customers back? Give them a ground-pounding, M-8 powered bruiser. Something loud, powerful and highly customizable. Something that is raw, fast, classic and true to the H-D spirit. The Softail line is great, but we all know that the LowRider, the Fat Bob and the Street Bob are supposed to be Dynas. They were born as Dynas and they died as Dynas in 2017. These new Softail versions are best described as "Dyna tribute" bikes, for no reason other that to just keep the names alive and we all know it.
Do you want me to buy a new bike? Offer me an M-8 powered Wide Glide. A true, twin shock frame with mini-ape handlebars and a tall sissy bar. Build it with an old-school ducktail rear fender, and offer a sick, diamond stitched king and queen seat in the P&A catalog. Bring back the Super Glide and spin some variants off of that like Willie G did back in the day. THAT would be an exciting lineup. While we’re talking about "come back" bikes… let’s talk about the Breakout for a second. When you wanted to bring back a discontinued Softail model, your best idea was to bring back... the Breakout? Not the Deluxe? What? Really? There is so much you could do with the Deluxe in terms of trim and customization. While I’m at it… what idiot said it would be a good idea to kill off the Road King? Has it ever crossed your minds that, not everyone is into the blacked out Specials? Personally, I happen to love my FLHRXS, but I know that not everyone does. There is a significant amount of people in the H-D market that want the classic, chromed out, do-it-all machine that is the Road King. A bike that has Touring DNA mixed with cruiser styling at a, somewhat, reasonable price tag. Enough of that… y’all probably aren’t reading this anyway. If you want to hear more, have your people call my people.
Am I being too critical?
What do you, my MotoReaders, think? Am I off base here? Am I being too harsh with the Milwaukee Crew? Look, I’m not trying to be an ass… it’s just frustrating to see wasted opportunities. I’m usually the first to admit that I’m no expert. Hell, I’m just some random guy that pays a few bucks a year for a web address so that I can share my thoughts with whoever is out there that might want to read them. I’m not making any money from my blog and I’m not making any money on my YouTube channel. Nobody is compensating me for mentioning their products or creating an occasional video. No, this blog and those videos on my YT channel are a labor of love and it’s from that love where this post is coming from.
By the numbers
I have always been a huge fan of Harley-Davidson Motorcycles. Even before I bought my first one in 2009, I always loved them. As a kid, I can remember sitting in the back seat of my parent’s car, looking out the window and seeing them running down the highways. Those loud, raucous machines usually had some bearded, leather clad dudes riding them and I remember thinking how cool the bikes looked, blazing down the asphalt. When I talk about missed opportunities, I’m talking about this company that has such a rich heritage emblazoned on so many of our memories, slowing killing itself off by not staying true to itself. Harley-Davidson was never intended to be a “luxury” brand. It was never intended to be a brand that only the rich could afford. H-D was a brand that anyone could afford. Blue collar guys could go to their local dealership and buy a brand new motorcycle. Jochen and his boys need to return to that ethos. I’m not saying they need to build cheap, junky bikes just to stay competitive in the market, far from it. I’m saying that $20 grand for a basic, cruiser motorcycle is a bit ridiculous. For example, check out these numbers:
120th Anniversary (2023) prices, versus the 110th Anniversary (2013) prices.
- Nightster- $13,500 (Iron 883- $8,000)
- Nightster Special- $15,000 (Forty Eight- $10,600)
- Softail Street Bob- $16,600 (Dyna Street Bob-$13,000)
- Fat Boy- $20,200 ($17,000)
- Heritage Classic- $21,200 ($17,600)
- Street Glide- $22,000 ($19,800)
- Road King Special- $24,000 ($19,900 for a Road King Classic)
- Ultra Limited- $29,800 ($24,200)
You get what you pay for... or, do you?
Look, I’d probably be a little less critical of the prices if I hadn’t seen, first hand, questionable quality in my own $22k (2017 price) Road King Special. Parts falling off, rust on fasteners and mirror stems and so on. It might have been a different story if my bike was a yard bird (you know, a bike that is parked outside all the time), but it’s been garage kept since I rode it off the showroom floor. Yeah, I’ve ridden in rain on it, but that definitely isn’t a common occurrence and it gets washed and waxed regularly, so there’s really no explanation for those issues other than sub-par finishing or just piss-poor design. Only time will tell if the finishes and designs of the new bikes hold up better than my 2017 has. For Jochen’s sake, I really hope they do, too because his idea of making Harley-Davidson a “luxury” brand might just be the death blow if they don’t. I’ll tell you something else, too- if the design team doesn’t come up with something fresh, and do it soon, then H-D might just be losing a few more customers to its competitors. The MoCo needs to remember that they are no longer the only kids on the block and they're also just barely, if at all, still the most popular. Now that the family from Springfield has come back and bought the house next door- those kids are starting to get more and more attention. Then there are the kids from the United Kingdom, those other kids from Germany and let’s not forget about the kids from Britain (the ones that moved to India)… and then there are all the kids from Japan that have been there for decades, building high quality, extremely dependable and very affordable machines. The toughest part for H-D here is, they used to have one thing that all the others didn’t- a high quality product that was attainable by the very people that designed, engineered and built them, right here in the good old U S of A. Over the years though, quality has gone down, while prices have gone up. I don't care what business you're in... that combination is always a recipe for disaster.
Final thoughts
It's still only the beginning of the year and Jochen has already teased that more new models are on the way for this 120th anniversary year. I'm hopeful that there will actually be something new, cool and fresh that I can get excited about because, honestly, I haven't stepped foot in an H-D dealership in quite a long time. That is a far cry from just a few years ago when I was able to come up with some reason or another to go see what was new on the showroom floor at least a few times a year. Hell, my local dealership knew me so well that they were trying to recruit me for their team because not only did I give them a lot of my business, I also brought them a lot of business through my referrals. While I'm disappointed on the 120th Anniversary's launch, I'm still hopeful that the MoCo can pull a few rabbits out of their hats and make me want to come in and take a test ride. After all, one really fun part of being a motorcycle enthusiast is the process of buying a new bike, and I still have enough room in my garage for one or two more. I'm not saying that I'm in the market for another new motorcycle, but if a real, twin shock, big twin Wide Glide was to make a come back, I might be inclined to run over to the dealership on my way to the bank.
Ride safe and make good choices, MotoReaders!
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