The picture shows the new Harley-Davidson Pan America.

The “More Roads to Harley-Davidson” project includes additional models

MILWAUKEE – Harley-Davidson today announced details of its “More Roads to Harley-Davidson” to inspire more people around the world to love motorcycling by 2022.

The picture shows the LiveWire from Harley-Davidson
Harley Davidson 2019 LiveWire

Harley-Davidson 2019 LiveWire

In our fast-paced times of ever-changing customer needs, the actions taken support Harley-Davidson's 2027 goals with an even more intense focus on revitalizing the U.S. business through strategic investments while driving growth internationally strengthen markets.

“The actions we are announcing today will underscore Harley-Davidson's performance and competitiveness - particularly our product development and manufacturing expertise, the brand's global appeal and, of course, our great dealer network,” said Matt Levatich, President and CEO of Harley-Davidson. Davidson, Inc.

“We are ushering in the next revolution of freedom on two wheels to go beyond our existing loyal customer base to future bikers who are still getting to know the fascination of motorcycling.”

The result of a comprehensive and fundamental analysis that puts the customer first, the “More Roads to Harley-Davidson” plan includes the following aspects:

New models should bring new customers

New models – with them, Harley-Davidson will attract new customers without neglecting existing ones, expand market share in large-displacement motorcycle segments and open up new markets and new market segments.


Broader Market Access – Harley-Davidson will engage customers wherever they are, in the way they expect from a multi-channel retail experience.
Stronger Dealers – Harley-Davidson will create the right framework to further optimize the financial strength of its dealers and the customer experience in dealerships.

“We expect that these measures will expand our customer base to include new groups of motorcyclists and, in the process, increase our sales and profit margin,” said Levatich.

New models

Is this what the new BAREKNUCKLE looks like?

The photo may show the new Bareknuckle
Harley-Davidson TBD 2020* 9 models 500-1250cc 2020-2022*
Maybe the new Bareknuckle

Harley-Davidson plans to leverage its design and manufacturing expertise to offer the most comprehensive model lineup in company history, operating in the largest and fastest-growing market segments worldwide with a complete portfolio of motorcycles in a broad range of price points, powertrain concepts, displacements and categories to be.

Harley-Davidson relies on large-displacement engines

This includes the following measures: Harley-Davidson will expand its leadership in large-displacement motorcycles by continuing to develop optimized, technically advanced tourers and cruisers that will particularly delight core customers and motivate them to ride for longer.

Harley-Davidson will introduce a new mid-range modular range with four different displacements between 500 and 1,250 cm3, which will serve three different market segments.

The new Harley-Davidson Pan America 1250 is expected in 2020.

The market launch is scheduled to begin in 2020 with three models: the Harley-Davidson Pan America 1250 , the brand's first adventure touring model, a custom model with 1,250 cm3 and a streetfighter with a displacement of 975 cm3.

The picture shows the new Harley-Davidson Pan America.
Pan AmericaTM 2020* 2 models 975-1250cc 2020-2021* Photo credit: Harley-Davidson

Further models are planned by 2022 to cover these three market segments even better.

Harley-Davidson will work with an Asian manufacturer to develop a low-cost motorcycle with a displacement between 250 and 500 cm3 for the growing markets in Asia.

This new model and extensive distribution network are designed to attract new customers and support Harley-Davidson's growth in India, one of the largest and fastest-growing markets in the world, as well as other Asian countries.

The first Harley-Davidson e-bike LIVEWIRE will hit the streets in 2019

Harley-Davidson launch its first production electric motorcycle , the LiveWire

With these models, Harley-Davidson intends to take the lead in electrifying the two-wheeler market. Further models will follow the LiveWire by 2022 in order to attract new customers with lighter, smaller and even cheaper vehicles.

Wider market access

Shows a Harley-Davidson new product for 2020
Harley Davidson TBD 2021* 5 models 500-1250cc 2021-2022*

Harley-Davidson will expand its approach to market access and fulfilling customer needs through a variety of actions:
Harley-Davidson will deepen customer engagement by creating customer experiences across all sales channels.

This also includes optimizing and expanding digital options by integrating the experience on Harley-Davidson.com into the shopping experience at the dealer, thus promoting the overall shopping experience for new and existing customers.

Harley-Davidson cooperates with Amazon in the USA

Harley-Davidson will enter into strategic alliances with the world's leading e-commerce providers to gain access to millions of potential new customers.

Harley-Davidson will use new forms of distribution worldwide - including smaller stores in cities to familiarize people in urban areas with the brand, promote the distribution of the expanded product range and support the sale of clothing internationally.

Stronger traders

Harley-Davidson has a world-class dealer network that will be an integral part of the accelerated strategy and critical to its overall success.

The company will create the framework to significantly strengthen the dealer network and further increase customer satisfaction.

This creates the conditions for the most active and successful retailers to drive innovation and success - for their benefit and for the benefit of the company - and to extend the high customer satisfaction for which the brand is known to an increasingly complex product range and to a no less diverse customer base .

Harley Davidson e-bikes – 2 models 2021-2022*

Showing another new Harley-Davidson e-bike for 2020Harley-Davidson
Harley-Davidson e-bikes 2020

“Harley-Davidson is so legendary because we have never given in to standing still,” explains Levatich. “We have always had an eye on change and success - just like the founders who founded the company in 1903, and like all the employees and dealers who have since accepted all the challenges that fate has in store for them.

Our project will redefine the boundaries of our brand. We will attract new customers and strengthen everything we stand for as a brand and as a company. We can’t wait to start implementing the plan.”

Text and image credit: Harley-Davidson Milwaukee


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