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.
