Will Harley Die?

Harley-Davidson, a name synonymous with freedom, rebellion, and the open road, has long been etched into the annals of motorcycle history. With its roaring engines and distinctive design, it has captured the hearts of riders for over a century. In recent years, there have been many stories about Harley’s struggles and the company’s future. Many Harley stores have closed up shop. As the world changes, questions arise: will Harley-Davidson endure, or is it riding toward its twilight?

Think Motorcycle, Think Harley-Davidson

When one thinks of motorcycles, the image of a Harley-Davidson often comes to mind. I don’t know if I ever met one I didn’t like! Founded in 1903, Harley-Davidson soon became a renowned motorcycle manufacturer, known for its heavyweight bikes designed for cruising on highways. The brand’s iconic status isn’t just due to its mechanical design but arguably more for its cultural impact, symbolizing the spirit of independence and adventure.

Iconic

Harley-Davidson’s iconic status is undisputed. Its motorcycles have appeared in countless movies, from “Easy Rider” to “Terminator 2,” cementing its image as the rebel’s ride of choice. The Harley-Davidson logo is instantly recognizable and has become a symbol of American engineering and craftsmanship. A Harley engine is a sound that many enthusiasts can identify blindfolded, and Harley knows that and has invested heavily in engineering that unique sound. And, there is what I call “individual sameness”, so customizable and individual in appearance, but yet all the same thing… Hmmm.

Harleys are the Best

Many riders will argue that Harley-Davidson bikes are the best in the world. The brand’s commitment to quality, durability, and style has earned it a loyal following. Models like the Sportster, the Softail, and the Touring bikes are celebrated for their performance and design. However, the definition of the “best bike” is subjective and often depends on personal preference and the type of riding one enjoys. Someone once said that the best bike is the one with two wheels that you own… (three wheels are cool too!)

American Made (or not)

Harley-Davidson is undeniably an American brand, deeply rooted in the country’s history and culture. But its appeal extends far beyond the United States. Harley has a global following, with riders in Europe, Asia, and beyond. The brand has also expanded its manufacturing footprint, with assembly plants in India and Brazil to serve international markets. This global presence underscores Harley-Davidson’s ability to transcend borders and resonate with a diverse range of riders. I was excited when I bought my ironhead sportster many years ago because it was an American made bike. That seemed important to me at that time. I guess because of world events, Vietnam war or whatever. At any rate, I was elated until I went to the dealer to buy a new speedometer cable and found it marked with a “Made in Japan” tag…  Well, of course, I don’t think anyone can find a motor vehicle of any sort nowadays that does not use parts made in some faraway land. Like other vehicles, some are completely assembled in another country nowadays. I got OK with that and, BTW, don’t worry, whatever you buy, and wherever it is made, some American is invested and making money off it, I promise…

Riders: Today, Yesterday, and Tomorrow

The Harley-Davidson riders, that I know, are a diverse group united by their love of the open road and the camaraderie of the riding community. Yesterday’s riders were drawn to the brand’s rugged image and the sense of freedom it promised. Many of today’s riders are as well but also appreciate the blend of classic design with modern technology, such as the infotainment systems and advanced safety features available on newer models.

The future of Harley-Davidson rests with tomorrow’s riders, who may have different expectations. As the world becomes more environmentally conscious, there is a growing demand for cleaner, more sustainable transportation options. I think Harley-Davidson has recognized this shift and has made strides with its LiveWire electric motorcycle, and other new additions to the lineup, catering to a new generation which includes some eco-conscious riders. Technology never stands still and each new generation of rider expects and deserves the latest innovations. Bigger, better, and more technology. All these expectations may not fit inside the boundaries of what a Harley has been for so long.

I love classic cars and have owned a few. Loved them, but frankly, they were not good for driving, no seat belts, no A/C, rotten fuel economy. Most of them had either rudimentary or no power accessories. Great at car shows or in the garage as a keepsake. In my view, the majority of younger riders are not caught up so much in classic concepts or nostalgia. It seems to me that they prefer to put their hard earned money into something practical that they can actually make use of, rather than simply polishing and storing. Harley has recently strived to blend the classic with modern technology.

Harley-Davidson’s Competition

Harley-Davidson faces fierce competition in the motorcycle market. Brands like Honda, Yamaha, and BMW offer a wide range of motorcycles that appeal to different segments of riders. Indian Motorcycle, a historic American brand, also a great machine, has also appeared as a strong competitor, offering bikes that rival Harley’s in terms of performance and heritage.

Foreign manufacturers are using more innovative technology to enhance the motorcycling experience from the ground up, including new engine designs, self-balancing technology advances, other AI features, rider engagement, advanced braking systems, and communications. Some designs are reminiscent of something from a futuristic Syfy movie, which is fine for those into it. I don’t see a Road Glide ever fitting that bill… So yes, that particular market is lost for Harley’s heavy bike division. Also, importantly, many competitors offer these types of options at a more affordable price point.

Moreover, the rise of electric motorcycles presents a new challenge. Companies like Zero Motorcycles, Energica and several others are pushing the boundaries of electric bike technology, offering models that boast impressive performance and range, which seem to me might be especially attractive to the urban biker. Harley-Davidson’s LiveWire is a step in this direction, but the company must continue to innovate to stay ahead in the evolving market.

Bottom Line: What Do You Like, and Does Harley Have It

Ultimately, selecting a motorcycle is a matter of individual preference and what enthusiasts of all ages like will decide Harleys future. Many may prefer models from competing manufacturers that offer advanced technology, enhanced speed and agility, lighter frames, contemporary styling, and options for dual sport or off-road use at different price points and other attractive features, or may be more focused on a price point that gets them on two wheels (been there a lot myself). I got all that. That said, I still think there is something in the Harley tradition and style that transcends all that. Not everyone may buy one, but most everyone will continue to appreciate and desire them at some level.

My current ride is not a Harley. However, I believe that any motorcycle enthusiast that says they have never thought, perhaps dreamed, about owning a HOG at some point in their life, is not completely honest. Speaking honestly, I believe most enthusiasts appreciate the distinctive sound of Harley-Davidson’s V-twin engine, the traditional cruiser design, and the brand’s historical legacy, as well as its unique features, and aesthetic appeal. I believe that trend will continue even if a person never owns one. The appeal, I think, stays.

Harley-Davidson is offering a range of motorcycles that do cater to many, but not all tastes, and the brand will likely continue. Whether you’re a fan of the traditional cruiser, the touring bike equipped for long road trips, the new electric LiveWire, or smaller class street bikes, there’s likely a Harley that fits your preferences. The key is to find what you value most in a motorcycle and see if Harley-Davidson meets those needs or some other brand fits the bill.

The Path Forward

As Harley-Davidson navigates the challenges and opportunities of the future, its ability to adapt and innovate will be crucial. The company is embracing modern technologies, expanding its global reach, and trying to attract a younger, more diverse audience.

Interest in the “Harley style” continues if individuals are drawn to values such as freedom, power, wealth, status, and autonomy. Furthermore, Harley-Davidson’s appeal is rooted in fundamental human instincts, evoking responses that parallel essential needs like sustenance, security, and comfort, and maybe even sexuality… hmmm.

The road ahead may be uncertain, but one thing is still clear to me: Harley-Davidson’s spirit of adventure, independence, and passion for the ride will continue to inspire riders for generations to come. Whether bikes are powered by gasoline, electricity, hydrogen or whatever, the essence of what makes a Harley-Davidson unique is likely to endure, and likely be improved in the venerable HOG style. Time will tell if the company can make the most of it.

Two Down everybody, happy trails, and safe rides!