Is the King Really Dead?

 

The King Is Dead

As I am writing this, I've got the sick riffs of Dave Mustaine and Megadeth playing in the background. The song- "Kill the King." Dave is growling the chorus, "Kill the King, the King is Dead, Long live the King (I am the King)" and I can't help but wonder if our newest Harley-Davidson CEO, Artie Starrs, heard this song and is taking it a little too literal?

There is no Road King for 2026

That is an indisputable fact. I'll admit, though, I sort of saw this coming over the past few years. I am, however, shocked to see the MoCo actually go through with killing off the Road King entirely like this. They slowly faded the FLHR out of the spotlight, hoping that no one would notice. Keen eyed motorcycle enthusiasts like yours truly, though... saw that the last year that a standard Road King was offered, was 4 (yes FOUR) years ago, in 2022. Each following year, they only offered the Road King Special (FLHRXS) to the civilian market, and the Road King Police (FLHP) to the boys in blue at police departments... right up until this year, that is. The bean counters in the Cream City decided that 2025 would be the final curtain call for their two biggest sellers- the extremely popular Police Road King and Police Electra Glide, opting instead to put all of their financial eggs in the new Police Road Glide basket. To add insult to injury for the hundreds of thousands of Electra Glide loyalists, they even killed off the whole Electra Glide lineage, in name only, choosing to fully invest everything into the Street Glide and Road Glide nameplates. 

Will the King return?

When the Street Glide and Road Glide models got their first major facelift in 2024, the biggest indicator, to me, that the Road King was in trouble was in the redesigned fuel tanks of the Street and Road Glides. The design team had decided to alter the tank design from the large, bulbous, classic tank that had been copied for decades by other manufacturers who were trying to emulate the timeless design of the Harley-Davidson tank. Instead, the design team decided to mimic the sculpted, angular design of their oldest competitor's new bike, the Indian Challenger. But not all of the Grand American Touring bikes got this new tank design, no... the last remaining Road King, the Special, still carried the original tank design. Not changing the tank was a red flag for me, mainly because the touring bikes always change together... but not this time.

What does this tell us, then? Is the Road King just getting a styling update? Can we expect to see a new, redesigned, Road King for the 2027 or 2028 model year? Will the MoCo marketing gurus convince Artie and the rest of the decision makers to file the Road King name into the archives, alongside the Electra Glide, Dyna, FXR, and so many others, and bring back the stripped down touring bike as another option under the Street Glide moniker... maybe call it the Highway Glide and give it a digital infotainment center in the tank console?

Or, will they kill it off entirely?

Has the MoCo become Model Killers?

Over the past decade, it seems as if the MoCo has developed a taste for killing off extremely popular models. Do you remember what they did with the Dyna? I wrote this slideshow article for Harley-Davidson Forums, in December of 2017. In the piece, I spoke hopefully... truly believing that the Dyna was only being updated, improved and prepared for a whole new generation of riders. I was wrong. The MoCo killed off the Dyna and, in just as poor taste as giving a new puppy the name of the dog that they had euthanised, they gave some of the new Softails names that once adorned the dual shock, powerhouse hotrods of the Harley-Davidson lineup. 

One could even argue that a few years later, they even did the same thing with the Sportster. When I wrote this piece, back in 2022, talking about the end of the Evolution Sportster lineup (yes, the Evo Sportsters had their own, full, lineup of submodels) in favor of the EPA inspired RevMax powered motorcycles- the Sportster S and the Nightster. One could argue, however, that the Sportster simply received a long overdue overhaul, but if that's the case, why didn't they update the original, instead of creating a whole new motorcycle? And... the better question- if the Evo Sportster was such a bad, antiquated, design... why didn't H-D shelve it, instead of selling the designs to this Chinese owned company, who is now selling them under their own nameplate? Go ahead, click the link... I'll wait here. I totally understand that the US and European Governments dictate emissions outputs from vehicle manufacturers, but damn... selling the Evo Sportster to SWM? That's just wrong. Before anyone says, "wait a minute... SWM is an Italian company"... yes, more or less. They are built in Italy, however, SWM is owned, and funded, by Shineray Group in Chongqing, China. The ironic part, is that they are being sold in the European and Asian markets... but Shineray is getting the profits of those sales. The question that begs an answer is, if the U.S. government said that no more air-cooled Evo Sportsters could be built and sold in the US, why didn't the MoCo just do what Shineray is doing and build them in Italy, and still sell them in those markets themselves? It would have been a win-win... European and Asian riders could get the authentic Harley-Davidson motorcycles without the import fees, and Milwaukee could keep their intellectual properties (i.e., the designs) and still make a profit from these incredibly popular motorcycles. 

Now, for 2026, we have also seen another model killed off- the Electra Glide. While they seem to have just folded the Electra Glide into the Street Glide moniker, the name carries significant history. 

FLH History

For those that don't know, the Electra Glide got its name from the introduction of the electric start option. The model designation was FLH, and looking at the bike, it looked like what most know as the modern Road King. But, the "Road King" model wasn't introduced until 1994. 

The original Electra Glide did not have a fairing as standard equipment. The iconic Batwing fairing, which could arguably be considered the most popular fairing design in the history of motorcycles, was offered as an option around 1969. It was so popular, that it became standard equipment in 1971, and the "King of the Highway" was an Electra Glide option in 1968, offering that big, lexan windshield, saddlebags and some other trim. 

As the fairing-equipped Electra Glide became more and more popular among the long-haul, cross-country riders, the MoCo recognized the market for an FLH based cruiser, that could handle a cross country ride as easily as it could cruise the boulevards around town and, in 1994, the King of the Highway option, found its own name, as a stand-alone model called the Road King. To the uninformed, the Road King and the Electra Glide King of the Highway might seem like the same motorcycle, but the easiest visual tell is the instruments- the Electra Glide models prior to the Road King have a large, unwieldy instrument "dash" mounted on the forks, whereas in 1994, the new Road King got its own gas tank, with a speedometer mounted in the tank console. This new design really cleaned up the forks and gave the newest FLH version a classic, cruiser look. Over the next few decades, the Road King saw several trim options like the Custom, the Classic, and most recently, the Special. 

While the Road King, Electra Glide, Street Glide and Road Glide may look different, their bones are the same. They all utilized the same frame, same forks, same swingarm and same frame geometry. The differences were found in the model specific pieces, like the fairings, wheels, tour packs (or lack thereof), trim and badges. Most of the parts, were interchangeable. For example, the Electra Glide, Road Glide and Street Glide models had fairing-mounted instruments, including fuel gauges, so their fuel tanks were interchangeable. The wheels, axles, engines, fenders, seats and a myriad of other parts are interchangeable among all of these Touring models. The Street Glide (FLHX) was little more than a more "custom" version of an Electra Glide that was introduced as its own model in 2006. Not many people know, however, that the original FLHX model designation was originally given to a special edition bike, created by Willie G in 1984, dubbed the Electra Glide Special and heralded as the "final Shovelhead" model.

What does it all mean?

I wish I knew. I've been to Juneau Ave. I've been to the Museum and I've walked in the vault. I know that the MoCo has been struggling for a long time, due to a combination of cultural, generational and economic changes that has taken place in our country over the past 20-30 years. I know that they have been forced to comply with stricter and stricter regulations and environmental restrictions. I know that as the founders and their ancestors have aged, died or sold their interests, the remaining investors have become less vested in the company and what it stands for, and more focused on how they can line their own pockets... even if doing so hurts the long-term stability of the company. Don't believe me? Jochen Zeitz's base salary before he was ousted, was $1.94 million dollars a year. Artie Starrs' starting base salary is $1.2 million per year. Their Chief Financial Officer is pulling over $575,000 annually, while their other CEOs are all pulling over a half a million dollars a year each, in salaries, not to mention their generous compensation packages.

Compare those salaries to their Principal Engineer's salary of, get this, $181,000 a year. This is the guy that's over their designs. Or, what about the blue collar workers, building the bikes? Well, the average operations workers are making under $100k a year. Now, don't get me wrong, I understand that a lineworker can't be given a half million dollar salary, and I know that a CEO can't be expected to run a multimillion dollar company for $150k a year, but look at the gaps for a moment. Let's pretend that Jochen loved the company, truly loved it like the founders did. Imagine if he had taken half of his salary and compensation package, and re-invested it back into the company. Would H-D be in the shambles it's in now? Let's also pretend for a moment that the other executives loved the company like the managers and executives did back in 1981. Imagine if, instead of trying to serve themselves, they decided to serve their company, and more importantly, their employees and their customers. Imagine if they sacrificed a fraction of their salaries, and invested it back into the company. I'd be willing to bet that they wouldn't be doing as many layoffs and terminations as they are now. I'd also be willing to bet that the salaries of all those folks that have lost their jobs at the MoCo in the past few months, pales in comparison to what the suits are earning. 

Final Ponderings

Who will save Harley-Davidson like the guys did, back on that fateful day in 1981? How can they expect to continue turning a profit, when they keep killing off models that are good sellers? Who are they listening to, before making these decisions? I would ask what they are motivated by, but I already know the answer to that one. 

I will say this, though- if I've learned anything from my time in Milwaukee, it's that EVERY person that I've encountered working for the Harley-Davidson Motor Company so far has spoken very highly of our new CEO. Everyone really seems to like Artie, even despite the layoffs of their co-workers. They have all said that he visits the facilities often, is very down-to-earth and friendly and is a very approachable guy. He's also doing some things that I, personally, really like- things like bringing everyone back to Juneau Ave and restoring the building back into a working Harley-Davidson facility instead of making the historic building into a damn farmer's market or whatever that nonsense was that Jochen was talking about doing to our beloved 3800 Juneau. 

Artie, if you're reading this (which I'm sure you're not, but IF you are), it seems like you're on the right track so far, at least with your employees. I'd like to offer you some advice, if you'll take it- don't forget us. We, the people of the Harley-Davidson community- the people that spend our hard-earned money on the company that was started over 120 years ago in a 10'x15' shed and now has a global following of dedicated, generational riders. We were raised on H-D, and we are raising our kids on H-D. We encourage our friends and family to join the H-D community. Listen to us. Follow the founders' examples and tune in to the people that ride the bikes, wear the leathers, buy the boots and the jackets, and the hundreds of thousands of t-shirts every year. It's safe to say that the people passionate enough to spend their money on the bikes, all the gear and even permanently mark their bodies with the company's logos, have taken a personal interest in the company that you now lead. We'll give you some good insights on what you can do to make the founders proud. We're all counting on you to bring the company back... and maybe even bring back some of our favorite bikes- like the iconic Road King.

Now, I doubt that Artie will get my little message there, and if Jochen is reading this- sorry if it seems like I'm beating you up, buddy, but you did sort of blow it back there, my dude. 

For now, my loyal MotoReaders, there's nothing we can do, so we just have to wait. Cross our fingers, hope for the best, and wait. 

Ride safe, MotoReaders.... and until next time...

LONG LIVE THE KING.

Wait, was that it?

The 2026 "Chapter 2" Reveal was a Flop

Well, Harley-Davidson's "Chapter 2" reveal of the 2026 models has come, and gone. But for those of us who have been waiting for something new... something truly new... it's safe to say that we are more than a little disappointed. 

For example, we've been waiting for the return of the Road King in models other than the Special, such as the Classic, Standard and maybe even a new take on the Custom, or maybe an actual Softail Standard (instead of a rebadged Street Bob). We've also been hoping to see some new models, like a sub $15k Pan America... or... oh yeah... the all-new $6k entry level cruiser they keep teasing us with. Yeah, we didn't forget about that one. But, after all the buildup over the past few months, all we got was more CVO models that most of us can't afford (or just don't want).

Let's look at todays numbers, shall we? 

Look, I love my Road King Special... and I have absolutely no plans to replace it, but it looks like the MoCo is still riding Jochen Zeitz's "premium brand" train and I'm here to tell you... it's a bad idea.

I bought my first Harley-Davidson motorcycle, a 2009 Road King Classic in my mid 30's. I bought it new, right off the showroom floor. It was expensive, sure... but by comparison to its Japanese competitors, it was reasonably priced for a "premium motorcycle." I don't remember exactly, but it was right around $19k for the upgraded "Classic" model. A base model was going for around $1500 less, I believe. An Ultra Classic Electra Glide in 2009 was just under $23k back then. By comparison, a 2009 Yamaha Stratoliner "S", which would be a fair comparison to the Road King Classic, had a price tag, just under $17k and the 2009 Honda Goldwing, similarly equipped as the Ultra Classic, was going for just under $24k. Since Polaris had not yet resurrected the Indian name in 2009... the only competing American machine was Polaris' Victory Vision Tour, which entered the conversation with an MSRP of just under $23k for the "Tour Premium" model. Opinions vary, but in my very humble one, the only motorcycle of these three big tourers that didn't look like it was beamed down from an alien mothership was the Harley.

The Ultra Classic name has obviously been sent to the archives, but the bike itself returns for 2026 as the Street Glide Limited. The MSRP of this machine sits awkwardly at $32,999. Meanwhile, the Goldwing Tour comes in at a smooth $29,500. Since Polaris has brought back (and recently sold) Indian since the '09 model year... their current competitor to the, fork-mounted fairing equipped, Street Glide, is the Roadmaster. The Roadmaster is offered with two, yes TWO engine options and five different models, with the MSRP ranging from $32k to $42k for the "Elite" model. Compare that to the Street Glide Limited, which only gives you two choices- $33k for the Limited, or a whopping $52k for the CVO.

Bad Business

I don't know what demographic the MoCo's sales and financial analysts are looking at to decide the new motorcycle pricing, but they are obviously confused, or simply overlooking, the core demographic of motorcycle riders in the United States (and abroad). Apparently, they had lunch with Indian's analysts at some country club full of old rich folks and came up with the misconceived idea that most motorcycle riding Americans are making over $200k a year. The reality is, the median income of American households is just shy of $90k a year. in 2009, that number was around $50k a year. I know what you might be thinking... the 2009 motorcycle prices reflect around 40% of the median household income, which is about the same for today. The problem with that math, is that it doesn't figure for everything else. Things like mortgage rates, the price of gasoline and the cost of groceries has nearly doubled since 2009. That means that most American households have, significantly, less "disposable" income. From the simplest perspective- making a product less attainable for the majority demographic, is just bad business. 

Harley-Davidson has been teasing us with promises to lower prices on current models, bring back some of our favorites, and even offer new, entry-level motorcycles. From what I've seen so far, the curse of Jochen lives on. I really want the MoCo to be successful, but they aren't listening to me (and by me, I mean us, the working class folks that make up the bulk of their annual sales). They continue to try to appeal to the "McMillionaires" who are living off their daddy's money or earning a living by degrading themselves in front of a camera, but the reality is, those folks aren't buying motorcycles. The people buying and riding motorcycles and immersing themselves into the motorcycle culture are who they've always been- the blue collar, working class people. 

Mr. Starrs... can I call you Artie? Great. 

Artie... let's talk, my man. I know you did some great things for Top Golf, but you have your work cut out for you with H-D. Harley-Davidson isn't a fad. It isn't a passing cultural trend. It's a legendary American Company, built on the blood, sweat and tears of the very men and women that it is ignoring now. The founders would, no doubt, be impressed with the technology and designs, but I don't think they'd approve of the, apparently ongoing, plan to price this iconic machine out of reach of the working man. Your true core demographic is still out here. The bullshit idea that we are getting older and starting to die off is imbecilic. Those so-called "market analysts" are wrong. Most of us are getting older, sure... but guess what? Our kids are adults now, making their own money, and they grew up watching their super cool parents ride Harley-Davidson motorcycles... and now they are riding them, too. They are, and will be, the future buyers of Harley-Davidson motorcycles.... as long as the eggheads don't price them out.

Final Thoughts

I still believe that Harley-Davidson is the best motorcycle on the market. The tech is getting a bit ridiculous, but they have to change with the times and I get that. The reality is there are other options, though. The Japanese motorcycle makers have withdrawn a few of their big cruisers from the market, but the ones in showrooms are big, powerful, dependable and relatively inexpensive. With Indian being under new ownership, we'll have to wait and see what their future is, but for now... they have some competitive offerings. Let's not forget about the Brits, Germans or Italians, either. All of the Europeans are eyeing the, actual, middle class motorcycle demographic that the fancy pants executives in Milwaukee have been (and apparently still are) forsaking. 

I really hope that we see some new, mid-year releases of new models for 2026. I really, really, hope that if they ever do release the "entry level, $6k motorcyle" that has been leaked as being named the (new) "Sprint"... that it is not that re-branded Chinese atrocity that they're using for the Rider's Edge classes. 

For now though, while we're all waiting for the next page in Harley-Davidson's book to turn, I'm going to go log some miles while the sun is up and the gas prices are down.

Until next time, MotoReaders...

Ride safe, and make good choices (this goes for you, too Artie).