Back to the Bricks

Back To The Bricks- A Return To Juneau Ave.

I'll admit that I have been pretty critical of a lot of the decisions being made by Harley-Davidson's executives over the past several years. I believe I've earned that right, after all, considering that I've given an obscene amount of money to the MoCo over the past 17 or so years. Don't get me wrong, I'm not critical of the company, but rather, some of the decisions being made by the suits in charge. So what about the latest strategic plan that was recently launched by our newest CEO? Let's take a look at what "Back To The Bricks" means, and how it might affect us.

More Roads To Harley-Davidson

Not all the ideas have been bad, for example- Matt Levatich's "More Roads To Harley-Davidson" was innovative and brought us the Livewire and the new RevMax engine powering the Pan America, the  Sportster S and the new Nightster. Truth be known, it was the first real new innovation from the Cream City motorcycle maker in decades. The downfall of that strategy was that it was terribly expensive... and the MoCo was already struggling financially. It's not that Matt's idea was bad, but it was a bit too broad and ambitious, and I don't think it quite factored in the costs of designing a new engine, tooling for the new models and the expenses of the tech in the new machines. The Livewire alone was a huge financial burden for Harley-Davidson, forcing them to price the all-electric motorcycles at a whopping $30 grand on the showroom floors. H-D purists weren't ready, and definetly weren't asking, for an electric motorcycles, and they damn sure weren't prepared to drop CVO money on a bike that didn't even look like a Harley-Davidson.

Hardwire

Enter the German. Now, I give Jochen Zeitz a really hard time, I know... but Jochen, if you're reading this, buddy... no hard feelings- jump on your bike, ride down to the Coast and let's have a beer. Seriously, you seem like a nice guy, but damn... what were you thinking with Hardwire? You were literally pricing H-D out of the grasp of its core consumer- the blue collar, working class Americans. 

Jochen's Hardwire leaned in to the concept that Harley-Davidson is, and should be marketed as, a premium brand. While one might think that this is a good thing, the problem was that his strategy leaned too far in to it- aiming to increase overall revenue by increasing the prices of the motorcycles and really focusing on the higher-end offerings like the CVOs, instead of entry or mid level motorcycles. Sure, the concept seems to work well for companies like Lamborghini, Ferrari and Bugatti... but the problem for applying those ideas to a company like Harley-Davidson, is that H-D was born and bred by the working class, for the working class, where the aformentioned companies were, and are still, built for the ultra rich. 

Jochen also saw an opportunity to cut overhead costs during the 2020 COVID pandemic, by shutting down operations at Juneau Avenue, and having everyone work remotely from home, instead. I'm sure that the original intent was to keep everyone safe from the, at the time unknown, illness that took our world hostage for months, but after seeing how much lower the power bill was at the historic site... well, let's just say that was an easy way to reduce some operational costs. It... sort of... makes sense, I suppose. Juneau Ave is a very large facility and, while it's a significantly historic campus, it is very old and I can''t imagine that it's very energy efficient. Jochen might have been able to save some money by turning the lights off, but the problem is that it's very difficult to maintain teamwork, company pride and camaraderie, when a few thousand people are working remotely- after all, how can a team win, when all the players are at different fields?

The Order To Return to Juneau

One of the first things that Artie Starrs did after taking over, was send out a company wide memo, ordering everyone that was working remotely to return to the "Bricks", the common nickname for the famous Juneau Avenue campus. Having everyone return to a central office was part of his strategic plan to get H-D back on course, and it's a great move, so I think it's kind of funny how some of the different media outlets are saying he was "forcing" them to return, like it's a bad thing. It's as if they are implying that the new CEO is doing something wrong by telling everyone that they have to report to the office again. Millions of workers, worldwide, have to report to an office, or a jobsite everyday- very few workers get to work remotely. It just makes sense for a few reasons- one in particular, is if Joe is having a problem with something, he doesn't have to try to call, Skype (is that still a thing?), or have a Teams meeting with Jill and Bob, and hope they're available, to get help. He can simply walk over to them at their workstations and ask for help, which is much more efficient. 

You may be asking why this efficiency is so important now? Well, for several reasons. First of all, efficiency equals money. Time wasted is money wasted and, let's be honest, over the past several years, money has been tight for the MoCo. Secondly, when your goal is to develop new machines, more on that later, everyone on the project needs to be present- the designers, engineers, mechanics, materials experts, and the product specialists. The same goes for the behind the scenes operators, too- the accountants, the human resources staff, the administrative assistants, and every other unsung hero working to keep the company running. When everyone is on site, including the bosses, then it becomes a work family again. A sense of pride in the company, the culture and the products will return. Leaders, good leaders, don't sit by the pool and tell everyone what to do- they lead from the front; they lead by example. If I worked for Harley-Davidson, I would be proud to ride my Harley-Davidson to work every day, knowing that it was designed at Juneau Ave, the engine was built a few miles away at the Powertrain Operations facility and that it was assembled into the big, gorgeous machine that it is, over at the Vehicle Operations facility in York, PA. It would also impress the heck out of me, if I saw the CEO of the company ride in on his own Harley-Davidson motorcycle. 

Leadership isn't granted by the title of CEO, leadership is earned from the people that work for you. A CEO has to earn the trust, and then the commitment of his, or her, people. The employees have to know that the CEO is going to do the right thing and that he will take care of the company, and also take care of them. This isn't exclusive to the CEO, either. This applies to everyone in supervisory and management positions in the company. Artie recognized that being able to see your supervisor every day, working alongside you and your team, is not just a good thing, it is mandatory for success. Back to the Bricks is more than just a power move by the new boss, it is an effort to restore a culture of accountability, company pride, and corporate success. 

Dealer Relations

Another aspect of Artie Starrs' strategy is to improve dealer relations and make them more profitable, which is an extremely smart move. As we've seen over the past few years, several Harley-Davidson dealerships have been forced to close their doors. I'm not trying to pick on Jochen again, but I can't help but think that those closures were, at least in part, his fault. One of the things I used to love about going into dealerships, was looking at the different models. When I first got into Harley-Davidson, my local dealers had, easily a half dozen Sportsters in different trims and colors, as many Dynas, and probably even more Touring machines. It was so easy to ride to the dealership on a Road King, and ride home on a Road Glide (yeah, that actually happened). It was also nice to go in, have a salesman introduce themself, then walk away to let me browse the bikes on my own, compared to the way most of them are now. 

While we were in Milwaukee last month, my son and I went into a few of the local dealerships. One was awesome- when my son and I walked in, the salesman greeted us, said "if you need anything, holler at me" then walked away. Super cool guy and if I had been in the market to buy a bike at the time, I would have bought it from him. Another, larger, dealership (I won't put them on blast here), swarmed us. Two different salesmen approached us from two different angles, like hyenas going in for the kill. One gave up immediately when we said we were just looking, but the other wouldn't leave us alone. If we walked away, he followed us. When he asked us where we were from, he immediately insulted our hometown. He tried to redeem himself after he realized what he had done, but to be completely honest, even though that shop had more inventory than the other, I still wouldn't have bought from them. Partly because of him and his insults, but also because I know that sales staff don't aggressively pursue potential customers on their own- they are directed to do that by their sales managers. They are directed to do that when the dealership is struggling. The other dealership had been around for a long time, had been well established and they were obviously doing well. The salesman was friendly, talked with us when we engaged him, then he let us look around and he didn't bother us. Even if I would have had to pay a few bucks more by buying from them, I would have just because I liked their style. 

When Jochen decided to start cutting models, reducing inventory to save money, redesigning the touring bikes and making them more expensive, dealerships that were already having trouble started struggling even more. With fewer bikes to draw people in, higher prices that scared off potential buyers or pushed them to bigger dealerships that could offer slightly better prices, and desperate owners forcing their staff to be overly aggressive to make sales and upcharge services, it created a recipe for disaster. When those dealers sought help from corporate- there was no help to be given, and they were forced to shut the doors.

Artie seems to understand the importance of the dealer network and knows that the dealerships are the places where potential customers, become Harley-Davidson customers. By recognizing the need for dealers to be successful, Artie's strategic plan should increase profitability for those independent representatives of the MoCo, as well as increase overall profitability for the company. It's a smart move. Another smart move is adding more inventory to the showrooms.

Return of the Sportster 883

SWM Stormbreaker V 1200

A major announcement this week, was Artie's claim that a new, air-cooled, 883 Sportster with flat bars, and a peanut tank will return in the 2027 model lineup. He is saying that it will be a "blank canvas for customization" and will come in around the $10k mark. Now, I'll be completely honest with you when I say that I have my doubts about how they are going to pull this off. The reason for my skepticism isn't because I don't believe him, but rather... the MoCo appears to have sold the rights to the air-cooled Evolution Sportster to SWM, who is currently building several of the 1200cc versions under the new name "Stormbreaker V". Unless, that is, the speculation that Harley sold the rights for the air-cooled Evo Sportster to the Chinese owned SWM isn't true. If our previous speculations were wrong, and SWM is, in fact, building a blatantly copied motorcycle, then Harley-Davidson has one hell of a lawsuit for copyright infringement on their hands. I've read that China doesn't have copyright laws, which is why they are able to make so many ripoff products and sell them for pennies on the dollar. But, while the Chinese company Shineray owns the controlling stock of SWM, SWM is located in Italy, which does have pretty extensive copyright laws in place. It will be interesting to see how this all pans out over the next year or so, if Shineray and SWM didn't pay for those designs.

More New Models?

Another exciting announcement from Artie this week was his claim that we will see "20 new models in the next three years." Sounds a bit like Matt Levatich's strategic plan, eh? This was something that I was excited to hear from Matt a few years ago, and the MoCo was able to get a few new models out before he was replaced by Jochen, but it was far from the goal. With the changes that Artie has made so far, I'm thinking that we might actually see a return of some of our favorites, as well as some all-new machines. We have been told that the Sprint, which is almost guaranteed at this point to be one of the Chinese made "X" bikes- the 350RA (the riding academy bike), or the 440 or 500 model. Artie has said that we will see the debut of the Sprint later this year, so we shall see.

I'll also tell you that I've noticed some other interesting things, too. Harley-Davidson corporate has been posting job listings in some interesting fields, such as toolmakers, designers and engineers for frame, exhaust, manufacturing, materials, and powertrain. At the surface, these might just look like the MoCo is replacing people who have quit (or been fired), but for the creatively speculative mind like mine, they could also indicate the MoCo's desire, or need, to get fresh people in, in order to design a new engine, frame, exhaust, etc. for an all-new machine. Positions like toolmakers, for example, could indicate that they need to create new tooling for new machines, after all, why would they need to re-tool existing models?  Toolmakers, for those of you who may not know, don't make wrenches and ratchets, they make the specific tools used to form parts, like fuel tanks, frames, engine cases, etc. The MoCo's need for new tooling, is a clue that something new is coming, whether it's a newly redesigned Road King, a return of a twin shock Dyna model or an all-new model like we saw with the RevMax bikes. Either way, it's pretty exciting.

Final Thoughts

Overall, I feel like things are looking up in the 414 and I have a gut feeling that Artie Starrs is gonna do great things for our beloved MoCo. I'm hopeful that we are going to see a resurgence of success. Maybe we'll some stronger dealers, improvements in overall quality, a return of some previously successful models, and maybe even some cool new models that will get more riders turned on to this iconic American company. Who knows, maybe I'm being naive and overly hopeful, but as we celebrate 250 years of American freedom, I feel like the best way to celebrate freedom and independence, is on the back of a Harley-Davidson motorcycle. 

I may be reaching here, but I have a feeling that we are going to see the Eagle soaring high, once again. I sure hope so, anyway. 

Until next time MotoReaders...

Ride safe, and make good choices!

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

An indisputable fact, however, is that there is no Road King in the 2026 lineup. 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.

Harley-Davidson Sprint

It’s that time again, folks! That wonderful time of the year when some manufacturers start teasing, and some start releasing, new models! It’s one of my favorite times of the year!

2026 Harley-Davidson Sprint

I haven’t heard much yet, but I just read that Harley-Davidson is about to release info on an all-new entry-level motorcycle, that harkens back to a previous time in their history. The new bike is set to be called the “Sprint”, after the popular model that they introduced in the early 1960s, after partnering with then, Italian manufacturer Aermacchi. 

These days, many people whine about the MoCo’s affiliations with other manufacturers building motorcycles for them, such as the Street 500 and 750 models, originally built in Bawal, India and primarily intended for the Middle Eastern market, or the all-new X350 and X500, built in China and primarily intended for the Asian market. But, our beloved Milwaukee, USA purveyor of fine motorcycles has not betrayed it’s American roots, far from it. They are a corporation that is surviving in a very challenging market… and they have been doing so since 1903. The reality is- survival is ugly sometimes. It often demands unconventional and, sometimes unpleasant, acts to be carried out, in order to be able to live, and in this case- produce motorcycles, another day. For example- guy that got trapped by a boulder while hiking and had to sever his own arm to be able to live another day. While I’m not suggesting that H-D cut off an appendage, here… I am saying that sometimes, in order to survive a struggling market, it requires a partnership that may not be the most popular with it’s traditional customer base. If, however, the partnership expands the customer base… and the company can survive another year, or five years, or a hundred years, then it was worth it. 

Beginning in the 1960’s, Harley-Davidson partnered with several companies, three of which in particular brought the MoCo through some of their  toughest times and helped them survive when many other American motorcycle companies were failing: Aermacchi and their small displacement motorcycles helped expand the Harley-Davidson name plate into the European markets and helped form a love for  Milwaukee steel overseas, that still exists to this day; Tomahawk Boats ushered in a new era of design possibilities and manufacturing facilities that gave us things like the Boat Tail Super Glide, hard side saddlebags, tour packs, and fairings for the immensely popular Electra Glides, Tour (and later, Road) Glides; and of course, the American Machine and Foundry company, quite literally, saved the MoCo from financial ruin. While none of these were probably very popular at the time, all served the greater purpose of helping this American institution survive and that, my friends, is the name of the game because once a company shuts down, if it ever does come back, it will never be the same as it once was. 

The Bike

Currently, there’s very little information about the new Sprint, except that it is supposed to be revealed to dealers this fall, but what we do know for now, is that it is expected be a small displacement, inexpensive and entry-level motorcycle. There’s still no word on where it will be built, but I suspect it will be manufactured overseas initially, or perhaps, built in the US of A, with parts imported from overseas plants. 

What I find interesting though, is I’ve heard so many people already bashing it, and bashing the MoCo for building an “entry-level” bike. Just yesterday, I saw a social media influencer (who I typically agree with on a lot of points), bashing the MoCo over the new Sprint and saying that all “we” want is a “new EVO” engine because the “EVO was the best engine ever built by Harley-Davidson.” The EVO was a good engine, sure… but ”the best”? I don’t think so, not by a long shot. Every engine that H-D has made through the years was the best, until it was replaced by something better. The Knuckle was better than the Flathead, the Pan was better than the Knuck, the EVO was better than the Pan and, yes… I’m gonna say it… the Twin Cam was better than the EVO… and I know that I’m about to get bashed for that one, but it’s true- I’d take a late model TC96 or TC103 over an EVO any day. BUT! Before anyone decides to start roasting me for MY opinion, let me remind you that everyone has their own opinions based on their own experiences… mine are no different. I’ve gotten great performance (and no oil leaks) out of the 5 different Twin Cams I’ve owned, while I had two different buddies that had “late model” EVO’s that coudn’t keep a seal between the jugs and the crankcase. Now, before anyone says, “well Mr. MotoWriter, why does S&S Cycles build so many EVO clones, then?” My simple answer is this- because 1. The patent ran out and they can, 2. They’ve had a chance to fix the problems and get it dialed in properly (I never said it wasn’t a good platform for a great engine) and, 3. They also make updated versions of the Knuckle, Pan, Shovel and M-8. One could argue that the reason they don’t build a Twin Cam, is because the stock H-D TC is already dialed in, easier to get and significantly less expensive than the others. 

As for the Milwaukee 8- I have a first generation M-8 107 on my Road King Special, and a 96” Twin Cam on my Dyna Street Bob… I’ve also had a couple of late model 103” Twin Cams and an early model 96”  and I will honestly say that, in my very humble opinion, the M-8 is a superior engine to the Twin Cam. I’ve heard horror stories about the first gen 107” M-8’s having issues with oil sumping, cam chest and oil pump failures and, maybe I’m just lucky or perhaps it hasn’t happened yet, but mine has not given me any issues with any of those components (like I said, not yet, anyway). Maybe it’s because I ride it like I own it, and like I am the one that is responsible for paying for it when it breaks, or maybe, I have just gotten lucky, I don’t know… but regardless, my opinions are based on my experiences, so I’m willing to acknowledge that others may be (and apparently are) very passionate about theirs, based on their experiences.

Regardless of where your opinion lands, I’ll disagree with my guy on the ole interweb socials and say that, while I’m not in the market for an entry-level, small displacement motorcycle- I think it’s great that the MoCo is thinking about their future survival and making adjustments to get new riders into the sport, and hopefully making some of them passionate loyalists to the brand so that hopefully, it will carry them through the tough times. 

What is “Entry-Level” anyway?

Easy- entry-level can be quantified in two words: size and price. Let’s face it- motorcycles are, inherently, dangerous and, in order to get someone on a motorcycle for the first time, you need to have a machine that isn’t too powerful, heavy and intimidating. Pricing is also incredibly important, as well, because you don’t want to have the perfect machine, but make it so expensive that it can’t be bought by someone who is just getting into the sport, especially when the competition is fierce in this segment. 

The new Sprint is expected to be around $6,000 US and I think that is spectacular. People won’t buy what they can’t afford anymore. When I bought my first new H-D, I was in my mid 30’s and, at the time, I honestly never thought I’d be able to buy a Harley-Davidson at all, much less a brand new Road King Classic. It was expensive and, in all reality, I probably shouldn’t have bought it because there were times that I struggled to pay the note, but it was worth it to me (and my lovely wife supported it, wholeheartedly), so I took the leap and did it. This new generation is different though- these kids now are very money-conscious and they are very conservative in the way they spend their money. I would venture to guess that the MoCo loses hundreds of thousands of dollars each year in potential new riders, because of the costs and availability of their machines. Not that a solid and sustained resale value is a bad thing- it’s not, however, by comparison, a new rider looking at the offerings in dealerships and in the used markets, could be easily put off of H-D by the prices alone. For example, a large displacement Japanese bike, like the Yamaha Stratoliner or the Honda VTX1800 can be had for under $6,000 used, compared to a used Harley-Davidson Road King or Street Glide that will cost you easily over $10,000 for the same or similar year models. That is because the import bikes simply don’t hold their value like the Harley’s do. Those are typical prices of large, heavyweight bikes, too… their smaller counterparts can be had for even less, where the smaller H-D’s are still pretty expensive. For example- a 2006 Yamaha V-Star 650, which is a very easy bike to ride, can be had for around $1,500, compared to a 2006 H-D Sportster 883 that is selling for around $3,000. Again, that’s the difference between resale values- and, while that’s a good thing for H-D owners, it’s not so great for the MoCo when you consider that most new riders will almost always opt for the cheaper bikes. And before you argue that comparing used bikes to new bikes is like comparing apples to oranges, I’ll remind you that the least expensive new Harley-Davidson in the current lineup, the Nightster, is priced at $9,999 before dealer fees, where the comparable Yamaha Bolt R-Spec, is sitting a clean $1,000 less, at $8,999. Does a grand make a difference to someone like me? Right now- not really… when I was first starting out- absolutely. Currently, Yamaha’s lowest priced “cruiser style” motorcycle is the V-Star 250 at $4,799… so, if H-D can enter the market with a bike with double that displacement, but not double that price, I think it’s a strong move for Milwaukee.

The fact remains that this new generation is looking at the overall value for their dollar and, let’s be honest, why would a young, new, rider buy a 2008 Road King for $9,500, when they could buy a 2008 Roadliner for $4,500? After all, the 2008 ‘Liner has a 113 ci engine compared to the 2008 ‘King’s 96 ci mill. It’s a dollar for displacement disparity that favors the Japanese bike. Brand loyalty is often born with a first motorcycle, too… so getting someone into the culture of Harley-Davidson is imperative to gaining them as a lifelong customer. Don’t believe me? How many H-D loyalists started out on one of those very early single cylinder bikes (like the Hummer or the original Sprint), or more currently, on a Sportster? The EVO Sportster is probably the most popular motorcycle ever built by Harley-Davidson if you go by how long it was made, and total units sold (and are still sold in the used sector, today). The EVO Sporty used to be very affordable, with many of the basic models selling for close to- you guessed it- the $6,000 mark, so it’s my belief that this new Sprint’s pricing is right on par with being a, potentially, very successful offering for Harley-Davidson. 

Final thoughts

Hopefully this new bike is well-built, has the American soul  of a Harley-Davidson motorcycle, performs well and, unlike the failed Street models, is reliable and well designed. I think one of the biggest reasons the Streets failed so miserably, isn’t because they were small displacement and low priced, but rather, because of the design. They didn’t look like a Harley, they didn’t sound like a Harley and they were not well made, at all. While ole Jochen is out, and this new bike was developed and designed under his leadership, hopefully, it is more than just a re-badged Chinese bike (like the X-440 trainer bikes), and better than the absolutely awful Street that was born, and built, under former CEO, Matt Levatich’s leadership.

For now, we’ll just have to wait and see, though. As for me, I am choosing to be optimistic about the new Sprint. I’m hoping to see a new single cylinder, fuel injected cruiser (or maybe even a sportier version for the kids that like to go zoomy-zoomy), a sharp, distinctly American design, and more importantly- very well built, with high quality components.

Until then… Ride safe and make good choices, MotoReaders!

Well, This Won’t Look Good On My Resume’

As I get closer to finishing the current chapter in this book that is my life, I have begun the process of looking into what lies ahead for the ole’ MotoWriter. 

Now, if you’re a regular MotoReader, you know that it’s been a while since I posted anything. If you’re new to the site, you might discover that along with motorcycle-centric content, I also pepper in some life advice and do my best to send good vibes out to the world in hopes of encouraging my readers to live their best lives while being good, decent humans. 

Whichever is the case, don’t worry… I don’t have any plans of shutting down my site or putting down my metaphorical pen. After all these years of sending my words into the world via the internet, I’ve realized that, at least a few, folks like you around the world actually seem somewhat interested in what I have to say. With my little site recently reaching over 100,000 views world wide, I realize that even in my temporary absence, my loyal MotoReaders are still checking in. I appreciate you, and it’s an honor for me to be able to have a few moments of your very valuable time… so thank you, and worry not- the MotoWriter will remain in this story, and may actually get a larger part.

With all that said, let’s get down to the aforementioned resume’ comment. While I love writing this blog, it only pays in satisfaction, and I can’t pay my bills with that, so I’ve been seeking out my next payin’ gig. 

In my current career path, I’ve learned so very much, have achieved several goals and I have, hopefully, succeeded in helping some folks. I’ve dedicated nearly half of my life to making this world a little better place. I doubt that I’ll ever have the same level of job satisfaction in any other career, but every chapter must end, before a new one can begin and the sun must set, before it can rise again. Nighttime brings rest to the world, and the new day brings forth new opportunities to begin fresh. 

I’ve been intrigued by motorcycles for as long as I can remember. I’m fascinated by the diversity in the types of machines, the types of people and the bond that we all share. Being a “motorcycle person” trumps all other characteristics. Details like race, ethnicity, sex and any and all the other identifiers that our current world assigns to every one of us, become secondary to the distinct characteristic of “motorcyclist” or “biker.” Please excuse my language  for a moment… but I fu**in’ love that! 

It’s with this passion that I started writing for Harley-Davidson Forums and why I eventually started writing this blog. I have been a lifelong fan of Harley-Davidson Motorcycles and, have been a loyal rider of these iconic machines for over 15 years, after I finally reached a point in my life, when I could actually afford to buy one. I’ve been to Milwaukee and I’ve stood where Bill Harley and Arthur Davidson stood. I’ve walked the same halls on Juneau Avenue, that generations of blue collar American workers designed and built these beautiful, soul inspiring, freedom machines. I’ve learned to work on them in the same classrooms where better mechanics learned to do the same and I’ve experienced the camaraderie of being a part of a worldwide collective of enthusiasts.

To hear that this company, this brand, this iconic representation of the great American culture is in such dire straits… is tragic. Harley-Davidson has endured through financial troubles, tariffs, embargoes, ruthless competition, poor leadership, misguided CEOs and more than a few bad designs, for over 120 years. Each time, however, the MoCo has been able to pull itself up and out of the tough times, by leaning hard on it’s most important assets- it’s loyal owners and followers.

Over the past several years, however, the leaders of our beloved Motorcycle company have made some grave mistakes… and they are just now starting to feel the affects of those poor decisions. So, at risk of losing any hopes of putting “Harley-Davidson Motor Company” as an employer on my resume’… I’m putting this out there for the world, and more specifically- the executives at Harley-Davidson to hopefully read:

YOU’VE LOST TOUCH WITH US

You allowed DEI and the “woke” culture to rust the iron of Harley-Davidson’s foundation. The “woke” culture and DEI practices are like salt on the roads of Wisconsin in winter. It helps to clear the path and expose what’s underneath, but the long term affects are rust and corrosion on the frames of your motorcycles that will eventually destroy the most crucial part that holds it all together. 

Like salt on the roads- “Diversity, Equity and Inclusion” practices aren’t bad… but it must be done in moderation. I can tell you, that very few people actually care about how someone else is living their personal lives. The world we live in today is quite possibly the most inclusive that it’s ever been… that is, except for those among us who thrive on division- the people that dress and act bizarre, then get offended by others who react to their bizarreness; the people that get triggered by the lyrics from an old Christmas song from 50+ years ago, but then blast the most vulgar, misogynistic, lyrics from their car stereo, while driving past public parks and playgrounds.

When celebrities speak up and give their opinions on things… I just shake my head and ask WHO CARES WHAT THEY THINK? No offense to any of them, but why does the opinion of an actor, singer, dancer, etc… matter more than that of the guy that takes your order at your favorite restaurant, or the girl that makes your coffee in the morning? Because they can act? Or sing? Or dance? Or because they are wealthy? The simple answer is, their opinion doesn’t matter any more than yours… it’s just that you, or we as a collective society, seem to need some “publicly backed” validation for our own opinions. We have become a society of sheep… afraid of our own judgement. We feel like if Jim Carrey or Keanu Reeves shares our view on something, then it somehow carries more clout. It’s a ridiculous concept. Especially considering we don’t know who these people truly are, or even share similar lifestyles. I like a lot of both of these guys movies and have followed them for several years, but they don’t live the same life as me, and I’m guessing, most of you. I’m not saying they haven’t struggled financially, but I am saying that when they were starting their careers, living in their cars, waiting tables or playing hockey, nobody gave a damn about their opinion. It wasn’t until they became famous that everybody wants to know what they think about politics, religion, fashion or whatever. Keanu Reeves is a motorcycle guy… that’s about the only thing that he and I probably have in common… and our opinion on those are probably drastically different, by looking at the designs (and prices) of his Arch Motorcycles. 

Every company, every person for that matter, should try to practice diversity, equity and inclusion habits- recognizing the differences in people and appreciating the fact that our differences are what make us unique; treating each other fairly and not allowing personal prejudices and biases from affecting how we treat one another; and including people that are different from us to take part in the creation of advancement of a common goal, is something that good people, and good companies, do. But, like any good concept- someone put a title on it, claimed it as their own, new concept, and then started forcing extremist ideas down the throats of everyone, calling it “DEI.” The world got shamed into not being “woke.” Companies rushed to become “culturally sensitive” and the more they worked to change their “company cultures” and buy into this fabricated concept that someone else was selling to them, the more they lost. 

The fact is, that prior to the “DEI” initiatives, mandates and “woke” culture… the MoCo employed people of different races, sexual orientations, religious backgrounds, cultural backgrounds and, I’ll be willing to bet, that the vast majority of them worked well together, got along, got paid the same and felt that their diversity made them a strong workforce, felt that they were treated the same and felt included at their jobs. It wasn’t until someone from HR heard about this “new program” called “DEI”, that they started paying for the pamphlets, buying the programs and paying the DEI speakers to come in and tell people that they didn’t get along, because the DEI peddlers hadn’t “fixed them yet.” Yes, yes… DEI was being sold and the corporate hogs were buying. They forgot about the most important component of their companies… their people.

Harley-Davidson jumped into the DEI pool without floaties, and in doing so, allowed the company executives to drown the company in guilt-driven, detrimental behaviors, practices and policies. Policies, practices and behaviors that are contradictory to their core demographic of hard working, diverse, God and County loving Americans, and a whole world full of people who love, admire and respect the American culture. In trying to satisfy the DEI push into their brand, it backfired in the worst of ways- thousands of the brands most loyal enthusiasts felt insulted. Not because they were bigots, but because Jochen and his cronies insinuated that they were and shamed them for not falling for the “woke” political agenda that they were trying to force on them. 

To make matters worse- Jochen’s goal of making Harley-Davidson a “premium” brand… was inherently stupid and has cost the MoCo millions of dollars in sales. Harley-Davidson was already a premium brand… it had a diverse lineup of motorcycles that appealed to a large group of riders, and even though they were priced high, they were still (somewhat) attainable. Jochen’s goal, which has started to come to fruition, was to make them so expensive that only the elite (like him) could buy them. The MoCo execs chopped the lineup, focused on a few top-tier bikes and slowly raised the prices until they started becoming unattainable for the working class folks that have been buying and riding them for over 120 years. Honestly folks… I paid $35k for my wife’s SUV five years ago… and nearly $25k for my Road King Special, almost 10 years ago. Those numbers were, and are still, ridiculous, and they’ve only gotten worse as of the past few years. How can a motorcycle cost as much as a car? That is simply poor business practices. 

Then, to make matters worse, the boneheads decided to cut the entry and mid level models out of the lineup. The Evo powered Sportsters could be had for way less than $10k, and there were several models to choose from, that fit almost any rider’s style. The next up, and first to be killed off, was the mid-range, next step, Dyna family of big twins. Powerful, tight, fun motorcycles that were a bit bigger and added a few more options for the rider looking to step up a bit. Great motorcycles, but someone at H-D corporate decided that to would be a good financial decision to take a popular, good selling, item off the menu altogether. So, the decision was then made to take away a few popular options from the Softail lineup, but then rename a few Softails with Dyna names… and hope that no one noticed that they were paying more money… just to have a cool name like “Lowrider” or “Fat Bob” on their Softail. So, since the Dyna family (that consisted of several models to satisfy the desires of the diverse styles and personalities of Harley-Davidson big twin enthusiasts) had been cut, the obvious choice would be to add to the Softail lineup to make up the difference, right? Nope. The decision was made to cut popular models from the lineup, instead. The lineup of Softails consisted of a couple of models that carried Dyna names (Lowrider, Lowrider S, Fat Bob and Street Bob), and a Softail Standard (which was, and is, basically the same bike as the Softail Street Bob) the Heritage Softail, the Breakout and the Fat Boy. 

You may be saying, “OK MotoWriter, but what about the touring lineup?” Well… they cut it too. Incredibly popular models like the standard Road King, the Electraglide standard, Road Glide and the Electraglide were eventually severed from the lineup, and replaced with their more expensive counterparts- the Road King Special, The Ultra Classic Electraglide and the Road Glide Ultra… all of which will, after paying for tax, title, dealer set-up, freight, the sales manager’s lunch, the store manager’s bonus and the dealership’s power bill for that day, will set you back nearly $35k… yes… as much as you could get a nice, mid-range SUV for. 

Jochen’s plan to price Harley-Davidson out of business is really starting to take shape now. 

Oh, but what about the Sportster and the Pan America? Well I didn’t forget about them. The new Rev Max Sportster S and Nightster models seem to be pretty nice bikes. The Nightster is fun to ride, but it’s small… and starting at $10k for the base model and $12k for the “Special” which only offers slightly different styling, it isn’t a bad choice for a new rider that wants a Harley-Davidson… however, it’s Indian competitors give it a helluva run for it’s money, with a few models, and engine sizes, to choose from… all starting at the same price. As for the Sportster S… I’m sorry to those who like this bike, but at $15,999, it is terribly overpriced. In all fairness, I haven’t actually ridden one, I’ve only sat on one at the dealership, but after throwing a leg over it, I didn’t want to ride it… and for me, that is saying a lot, because I always want to ride a motorcycle… especially a new one that I haven’t ridden before. I do like the Pan America and while I think that they are priced a little high compared to their competitors, we will often pay a little extra for a brand we love and a well-established dealer network… call it the “Harley tax.”

Although the Pan America does create a new market of buyers and enthusiasts from the ADV crowd, that’s a niche group- not an entry, or mid, level market. The guys buying ADVs are older, middle to upper class riders who, while they can go off-road, will most likely buy these bikes for their upright riding positions, softer suspensions and more forgiving riding traits. The MoCo needs to focus on the younger guys and gals… the mid twenties to upper thirties folks that want fun, fast bikes that have some suspension, but are cool and still a little hardcore. Something that can be bought, built and customized for less than $15k. They need something to build off of, too… something like a comfortable entry level bike that they can get for $6-8k, then after a few years, trade in for the next size up for a few extra thousand. 

And as for the DEI bull crap- newsflash folks- motorcycle riders are the most diverse, equitable and inclusive group of people out there. Have you ever been to a bike night, seen groups of riders pass each other on the roads or been to a major bike event? People of every race, ethnicity, sex, social and economic background and sexual orientation are out there, waving at each other as they pass, talking to each other about their bikes, sharing stories from the road and donating their hard-earned money on good causes. Bikers and motorcyclists don’t need to be lectured about diversity, equity and inclusion… they need to be supported by the brands they love and spend their hard-earned money on. 

I know that Harley-Davidson is searching for it’s next CEO… and if the MoCo wants to hire a smart, down to earth, blue collar, guy that, with some good old fashioned common sense and American pride, will get the company back on track… I’ll be available for a very reasonable salary… but I won’t hold my breath, waiting for their call.

120th Anniversary Lineup… my thoughts

 

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)

I won’t even list the obscene prices of the CVOs or the Trikes. Don’t get me wrong, I understand how inflation works and I also recognize that I chose a ten year gap to compare my prices, but let’s be honest with ourselves for a moment- the entry level Harley price increased by over $5,000 in only ten years! Want a more recent comparison? Fine, I can play that game, too. The Iron 883 in 2017 only had a price tag of $8,950 that’s less than a one thousand dollar increase. The 2017 Street Bob (the last year of the Dyna) only saw an increase of a paltry $850 bucks, for a MSRP of $13,850 and the Ultra Limited sat on the showroom floor for $27,000. Those are 2017 price tags and even then, they were astronomical for a lot of blue collar folks, but at least they were somewhat attainable with the right credit score and a bit of financial planning. 

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!