2026 Harley-Davidson Deadwood

The Deadwood

Well, well, well, MotoReaders, it looks like Artie is making good on his promises, so far. The MoCo just released a new, at least in name, motorcycle and I have to say... I dig it. 

I'll admit that I'm a sucker for black motorcycles... always have been, but did the designers make the right choice by dipping into their usual bag of tricks for the 2026 Harley-Davidson Deadwood? Let's take a look and talk about H-D's new FL.

Black Is Beautiful

Out of all the bikes I've had throughout the years, the vast majority of them have been black. Sure, I've had a few that weren't, but let's be honest- as far as motorcycles are concerned- the only thing prettier than a black and chrome motorcycle, is a black on black motorcycle. Now, there's nothing wrong with having some color on your scooter, but there's just something about that deep ebony paint that evokes an, almost, emotional response. Needless to say, when I saw the Deadwood, it's dark and moody demeanor piqued my interest right away. The MoCo's new scoot comes in black, and if you don't like that, it also comes in black. Chrome? No. Brushed aluminum? Nope. But... for the folks that absolutely have to have a little color in their lives, the MoCo does offer the "Redline Collection"... which gives you the option of adding some, you guessed it- red (or oddly enough- blue and... black) trim pieces like timing and derby covers, footboards, gas cap, grip ends, brake pedal and shifter pegs for accents. 

Just Another Softail

At first glance, you might be asking yourself though- is it just another Softail? Isn't the Deadwood, basically, just a blacked-out Heritage, or a Slim with full fenders? Well... yeah, more or less. But, pretty much every Softail is "just another Softail." They always have been. A Fat Boy uses the same frame as a Heritage, a Slim, a Standard, a Night Train, a Deuce and so on- you get the point. Back in the day, before H-D killed off the Dyna and the Evo Sportster, there were several models in those "families" to choose from, just like their flagship Touring bikes, too. The frames on each of these lines are interchangeable within the family. For example, I have a friend that took a 2003 Anniversary Road King and made it into a Road Glide. He did such a good job with the conversion, that the only way that someone would know it wasn't a factory Road Glide, is by decoding the VIN. The MoCo has always used a common frame for a line of bikes, then trimmed each one out to make a different model, and it's a brilliant business model that H-D has used for decades, thanks to Willie G. Take 5 or 6 frame designs and upfit them with a variety of tanks, bars, wheels, seats, fenders, front-ends, etc., and you can make, exponentially, more options for new models. Artie Starrs seems to recognize the genius in this concept, which is evident in the new Deadwood and Super Glide, and he also sees the potential in it, which is also evident by his claim that they will be bringing back the Evo Sportster. There is limitless potential for improving revenue, by creating new models, trim levels and selling custom parts. 

Some folks might argue that the Deadwood is not a "new" bike, it's just trim. But, let's be honest for a minute- while anyone can customize a Heritage and turn it into a Deadwood... most people won't. Just like anyone can take a perfectly good anniversary Road King and make it into a Road Glide... but my buddy is one of the few people, that I know of, that actually did it... because that kind of customization takes a lot of time, money and work... work that most people can't, or won't, do themselves. Heck, most people won't even do their own oil changes, much less swap tanks, bars, wheels, exhaust, engine covers, etc. A lot of my beer money has come from doing, just that kind of work for folks. I'm not complaining, though- because their inability, or outright refusal, to work on their own bikes has kept my beer fridge stocked with the Champagne of Beers for a few years now.

Cool Bike, Cool Name

Deadwood, South Dakota is an historic city, known for its proximity to the beautiful Black Hills. It's the final resting place of Wild West heroes like Calamity Jane and Wild Bill Hickok and of course, it was the home of one of the country's first major gold rushes, in 1876. It might be a tourist trap now, but that doesn't change it's history or significance in shaping the West and that doesn't make it any less cool. My more clever MotoReaders may have picked up on the simile, there. The Wild West town of Deadwood, SD turned into a place that brings in thousands of visitors a year, to see and be a part of the town's history. They are drawn in by the mystique of the town, and the historical significance of it. The H-D Deadwood is a genius play on that concept. The Deadwood's model designation is FLHD, which is as brilliant as it is simple if you know the way the MoCo codes their bikes (click the link to learn). The H-D Deadwood, much like it's geographical namesake, seeks to draw people in to Harley-Davidson dealerships, and get them to spend their money on souvenir T-shirts, poker chips, jackets, parts, services, and of course, the ultimate goal- to sell them a badass, American made motorcycle backed up by 123 years of uninterrupted motorcycle building history. 

Riding In The Right Direction

The Deadwood's style isn't for everyone... but by offering another unique model, straight off the showroom floor, at a pretty reasonable price point, I might add... the MoCo is sparking new interest in the brand. Unlike the other guys, who are currently under new ownership, yet again, who have remained pretty stagnant in their, rather limited, lineup. Maybe Indian's new owners will diversify their lineup and, hopefully, even get out from under Uncle Polaris altogether, and actually build something new and fresh, but for now... that remains to be seen. Harley-Davidson's newest CEO, on the other hand, is actually listening to his dealers and customers, and is pushing the Company to give dealers bikes that will draw customers in, at prices they can actually afford to buy. The FLHD Deadwood is priced (just barely) below $18k and others in the Softail lineup start as low as $15k. The RevMax Nightster comes in at $9,999, which is a pretty competitive price for a great bike- I've ridden one and I can attest that it is a genuinely fun ride. While the pricing for the new Sprint and the, soon to be revived, Evo Sportster has yet to be determined, I'm guessing that the MoCo will most likely be able to put their name badge in your garage for well under $10k, very soon. The name of the game is building brand loyalty, and getting people to see that H-D has, hands down, the best dealer network of any motor vehicle company in the world, is a great way to start that ball rolling. 

Maybe the new Deadwood is just another variation of the same old concept, but hear me out for a moment- if a chef makes an award winning steak that brings customers in, why would he change the recipe? That makes no sense. The smart thing to do, instead, is to offer more things to the menu to keep people coming back, but the one thing that attracted them in the first place, has to stay the same... because that is what brought folks in to begin with. Consumers love consistency, and the 2026 Deadwood is about as consistent of a Harley-Davidson as any bike I've seen. It's simple, dark and cryptic, dripping with attitude and it has the perfect balance of modern enhancements and analog styling. 

Final Thoughts

Regardless of how you feel about the 2026 Deadwood, one thing is for certain, and that is that Artie Starrs is off to a great start with his "Back to the Bricks" strategic plan. I'm actually excited again about seeing what the newest CEO of our beloved Motor Company has in store for us. To be completely honest, for several years, I dreaded reading the news and going in to dealerships because it was obvious that dealerships were struggling with Jochen's "Hardwire" plan. While I've seen the Chinese-built X350RA (the Riding Academy bike that I'm fairly certain will eventually be re-badged as the Sprint) and I'm not really impressed with it, I am interested to see what the actual new Sprint will look like, and will be priced at. I'm also very excited to see what form, and price tag, the Evo Sporty will return to us in.

While we continue to wait on the XLs triumphant return, though, at least we get to see, and maybe even ride, a sexy new Softail model.

Until next time, MotoReaders... 

Ride Safe and Make Good Choices!

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!