To inspire even more people around the world to experience the exhilaration of riding a motorcycle, Harley-Davidson has 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. For more information see the IDTechEx report on Micro EVs, e-Bikes, e Scooters, e Motorbikes, Mobility for Disabled 2018-2028.
The result of a comprehensive, top-to-bottom assessment incorporating a "customer first" perspective, the More Roads to Harley-Davidson plan includes:
- New Products - keep current riders engaged and inspire new riders by extending heavyweight leadership and unlocking new markets and segments
- Broader Access - meet customers where they are and how they want to engage with a multi-channel retail experience
- Stronger Dealers - drive a performance framework to improve dealer financial strength and the Harley-Davidson customer experience
"We expect this plan will result in an engaged, expanded Harley-Davidson community with a more diverse rider base, along with industry-leading margins and cash flow," said Levatich.
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.
Harley-Davidson plans to lead 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 is iconic because we've never been static," said Levatich. "In moving forward, we are tapping into the spirit that drove our founders back in 1903 and every one of the employees and dealers who rose to the challenges faced along the way. Our plan will redefine existing boundaries of our brand - reaching more customers in a way that reinforces all we stand for as a brand and as a company and we can't wait to kick it into gear."
Harley-Davidson will also introduce 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.
Source and images: Harley-Davidson
Learn more at the next leading event on the topic: Business and Technology Insight Forum - Novi June 2019 on 10 - 12 Jun 2019 at Novi, Michigan, USA hosted by IDTechEx.