Model launch in fall - new Sportster generation under discussion

Is Harley-Davidson permanently postponing the model launch until the fall?

Previous model year schedule and changes

Traditionally, Harley-Davidson presented new model years in the second half of the year - often in late summer (August) at dealer meetings. However, this practice was changed under CEO Jochen Zeitz: From 2020/21, Harley-Davidson shifted the presentation of new models to January at the beginning of the calendar year. This change (from August to January) meant that no new models were presented in the showrooms in the last quarter of the year, which had a negative impact on sales in the final quarter of the year.

Harley-Davidson recorded a significant decline in sales in the fourth quarter of 2020, as new models were not presented until the following January. Against this backdrop, management evaluated whether the timing of model launches should be strategically adjusted in order to counteract weak sales in the fall/winter and better support dealers.

Confirmation of the postponement to fall 2025 by the management in the earnings call

In the Q1 2025 analyst conference, the company announced that it would move the model cycle back to the fall. Harley-Davidson's Chief Financial Officer - Jonathan Root (CFO and President of Commercial) - explicitly stated in the earnings call on May 1, 2025 that the company would begin to move the Shifting the timing of the model year to the fall to create additional sales opportunities later in the year. Source

In June 2023 Jonathan Root as the new CFO of Harley-Davidson. Root was previously Senior Vice President at Harley-Davidson Financial Services (HDFS) and has extensive experience in the financial services sector. Link

This statement is the first official confirmation that Harley-Davidson intends to shift the launch of its new models from the beginning of the year to the fall. CEO Jochen Zeitz also emphasized that Harley-Davidson is adapting its supply and production planning to demand and is planning new initiatives (e.g. smaller entry-level models) - the shift in the model schedule fits in with these strategic measures, even though Zeitz himself mainly addressed product and market issues in the call.

The specific announcement regarding the change in schedule came from the CFO, which makes it reliable information. Furthermore, the measure was not mentioned verbatim in any official press financial report, but in the Q1-2025 Earnings Call clearly communicated, making it a de facto component of the company's strategic outlook.

Reasons for the postponement to fall 2025

Management cited several reasons for the change in the model year schedule. According to CFO Root, the move is based on „to a lot of feedback“ from dealers and customers. In particular, dealers had reported that the presentation of new models in the fall would generate more enthusiasm and customer traffic, as „Key dates and special moments“ (such as launch events) fit better in the second half of the year.

A central goal is to Extend the sales season and create additional impetus in the otherwise weaker fall/winter sales period. In the past, new products and therefore sales peaks were concentrated at the beginning of the year, which meant that the second half of the year was less busy. With a shift to the fall Harley-Davidson is hoping for additional sales opportunities later in the year and a stabilization of sales throughout the year. Root explained that they believe that a model launch in the fall „extended the season a little“ and customers to the stores in the months when the leaves are falling - an advantage, which the dealers will greatly appreciate.

The measure is also a reaction to the aforementioned problems of recent years: although the earlier postponement to January had led to lower stock levels, it also meant that no new products were available in the fall.

Now new models of the 2026 vintage will appear in fall 2025, to close this gap and keep buyer interest high. In this way, the company wants to counteract the cycle of spring/summer highs and fall lulls. The reasons are therefore primarily strategic in terms of sales: dealer satisfaction, customer demand for new products throughout the year and optimization of the sales cycle are at the forefront.

Autumn trade fairs as a stage for strong performances

Autumn in particular offers ideal opportunities for model presentations and direct proximity to the scene with numerous European motorcycle trade fairs. These include the EICMA in Milan, which Motor Bike Expo in Verona and the Custom bike show in Bad Salzuflen, one of the most important custom bike trade fairs in Europe. Regional events such as the Swiss-Moto in Zurich, If they take place, they offer additional platforms. Those who are not represented here forgo valuable visibility to the very people who make Harley-Davidson strong on the road.

The postponement of the model year launch has a variety of effects within the company and on partners.

 A changed release cycle requires appropriate marketing planning. Root pointed out that this increased the workload for the marketing and sales teams, especially in the transition year in which the changeover takes place. In the year of change (2025), Harley-Davidson will effectively have to closely coordinate two model launches (the regular one in early 2025 and the early one for 2026 in fall 2025). This requires additional marketing campaigns, launch events and training. The CFO spoke of a „strong show of strength“ („a heavy lift“) for marketing and dealer training in the year in which the change starts.

This explains the questionable presentation in January, so we can assume that there will be another batch of new models in the fall.

production and supply chain: The model schedule shift also affects production and the supply chain. If new models are launched earlier in future (in calendar year terms), development, production and delivery will have to be brought forward accordingly. Root emphasized that the change „Impact on the entire company“ and can only be implemented with considerable efforts in engineering, the supply chain and production.

The aim is to realign the timing of all processes involved - from model development to parts supply and delivery logistics. This cross-divisional coordination is complex and the CFO spoke of a „Herculean effort“ (“Herculean effort”) for the internal teams.

In practical terms, this means that Harley-Davidson will have to bring forward parts of production for model year 2026 as early as 2025 and adjust storage/delivery plans so that dealers can be supplied in the fall. The current inventory situation gives some breathing space here: the company had already reduced dealer inventories by ~10% by the end of 2024 and is talking about an improved inventory situation in spring 2025, which will make the transition easier. Overall, however, the changeover requires intensive change management with the retail partners.

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New Sportster rumors and the late joker from Jochen Zeitz

What's going on in the background at Harley-Davidson right now

While little has been officially confirmed, there are increasing signs behind the scenes that Harley-Davidson is working on a new Sportster generation. Classic design features are set to return, modern technology is expected - and last but not least, there are probably also strategic reasons for this move. I have been observing the development for some time and have the impression that something is happening at Harley. Zeitz has not yet played out everything - and that could explain why he has been able to stay in office despite criticism.

Rumors about a new Sportster generation have been circulating for several months. Visually, it is to be based more on the classic lines of the old Sportster - including the hint of cooling fins, which could indicate an air- or air/oil-cooled look. Technically, a modern concept is expected, but it is not yet clear which engine will be used.

These developments confirm my suspicion that Jochen Zeitz still had a wild card up his sleeve. This may have been one of the reasons why he was not forced to resign last year despite the public pressure in connection with the „Woke“ scandal.

In the meantime, however, the relationship between Zeitz and certain investors seems to have broken down. There are too many conflicting interests and too much mistrust.

The postponement of the model year to the fall has long been making the rounds in the scene - not least because many owners and managing directors across the US have been invited to attend at precisely that time. The aim is to show presence and build proximity to the base.

The fact is: Developments at Harley-Davidson are currently gathering pace. If you look closely, you will see that things are moving - and that is a good thing. Mistakes made in recent years are obviously being analyzed. If the right conclusions are drawn from this, I am optimistic about the future of the brand.

Zeitz will apparently have the opportunity to send out a clear signal before he retires.

Text & picture credits: Harleysite

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