Harley-Davidson accelerates strategy
To inspire even more people around the world to experience the exhilaration of riding a motorcycle, Harley-Davidson today shared details of its “More Roads to Harley-Davidson” growth plan through 2022.
In a fast-changing world with new consumer demands, these accelerated actions support Harley-Davidson’s 2027 objectives with increased focus and strategic investment to reinvigorate the U.S. business while accelerating the pace of international growth.
“The bold actions we are announcing today leverage Harley-Davidson’s vast capabilities and competitive firepower – our excellence in product development and manufacturing, the global appeal of the brand and of course, our great dealer network,” said Matt Levatich, president and chief executive officer, Harley-Davidson, Inc. “Alongside our existing loyal riders, we will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding.”
Leveraging its industry-leading design and strong manufacturing capabilities, Harley-Davidson plans to offer its most comprehensive lineup of motorcycles, competing in many of the largest and fastest growing segments with a full portfolio of motorcycles across a broad spectrum of price points, power sources, displacements, riding styles and global markets. Highlights include:
- Extending the company’s leadership in heavyweight motorcycles by continuing to develop improved, more technologically-advanced Touring and Cruiser motorcycles that will keep existing Harley-Davidson riders engaged and riding longer.
- Introducing a new modular 500cc to 1250cc middleweight platform of motorcycles that spans three distinct product spaces and four displacements, starting with the company’s first Adventure Touring motorcycle, the Harley-Davidson™ Pan America™ 1250, a 1250cc Custom model and a 975cc Streetfighter model, all of which are planned to launch beginning in 2020. Additional models to broaden coverage in these product spaces will follow through 2022.
- Developing a more accessible, small-displacement (250cc to 500cc) motorcycle for Asia emerging marke ts through a planned strategic alliance with a manufacturer in Asia. This new product and broader distribution is intended to fuel Harley-Davidson’s customer access and growth in India, one of the largest, fastest growing markets in the world, and other Asia markets.
- Leading the electric motorcycle market by launching Harley-Davidson’s first electric motorcycle, LiveWire™, in 2019 — the first in a broad, no-clutch “twist and go” portfolio of electric two-wheelers designed to establish the company as the leader in the electrification of the sport. LiveWire will be followed by additional models through 2022 to broaden the portfolio with lighter, smaller and even more accessible product options to inspire new riders with new ways to ride.
Harley-Davidson™ Pan America™ 1250
Harley-Davidson’s first Adventure Touring model is expected to hit the market in 2020.
Harley-Davidson’s electric motorcycle, the LiveWire, is expected to hit the market in 2019. It will be the first model to feature a wide range of electrically driven “Twist and Go” two-wheelers without a clutch, with which Harley-Davidson plans to take the lead in the electrification of the two-wheeler market.
This all-new custom bike from Harley-Davidson with its aggressive, ribbed Styling, its powerful appearance and with 1,250 cc displacement is expected in 2021
come to the market.
Future Electro-Motorcycle by Harley-Davidson
Harley-Davidson has planned a wider range of lightweight, handy electric models that designed for the urban environment and the fun of freedom for a new target group to convey two wheels. The market launch is scheduled for 2022.
The pictures are prototypes. The standard model may differ in details from the vehicle shown and is not yet commercially available. Illustrated future models may not be available in all markets.