Wait, was that it?

The 2026 "Chapter 2" Reveal was a Flop

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

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

Let's look at todays numbers, shall we? 

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

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

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

Bad Business

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

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

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

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

Final Thoughts

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

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

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

Until next time, MotoReaders...

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

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!