Harley-Davidson Announces Pan America Adventure Motorcycle for 2020

Aug 01, 2018, 02:10
Harley-Davidson Announces Pan America Adventure Motorcycle for 2020

These motorcycles will span across three different product spaces and four displacements, including an all-new adventure tourer, called the Harley-Davidson Pan America 1250, a 1250 Custom and smaller 975cc Streetfighter, all of which are slated to launch in 2020.

Harley-Davidson has also announced that it will launch its first electric motorcycle, the Harley-Davidson LiveWire in early 2019.

The move is aimed at expediting market entry and increase brand access and volume and the new product would serve as a bridge to the company's larger motorcycles. Electric motorcycles are now priced significantly higher than similar performing internal combustion models, but Harley-Davidson predicts the market will reach cost parity as early as 2030.

Harley-Davidson has revealed some stellar plans to expand its global footprint with India being one of its stronger focus points as e-scooters and small capacity motorcycles are part of the strategic movement.

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For years, American motorcycle maker Harley Davidson's sales have been dipping as the brand is yet to make a connect with newer motorcycle buyers - the millennials.

Samantha Kay, a Milwaukee resident who recently learned to ride motorcycles, said she doesn't picture electric motorcycles when she thinks of Harley-Davidson, but she welcomed news of the LiveWire.

'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, ' Harley-Davidson CEO Matt Levatich said in a statement.

It also plans to add "lighter, smaller and more accessible products" through 2022 in its electric motorcycles portfolio. Levatich has emphasised that Harley will produce lightweight urban bikes specifically for young consumers living in "dense urban spaces".

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At the same time, riders are getting older.

"The accelerated strategy will require significant investment to change the trajectory of the business globally, and the company plans to fund it entirely through comprehensive cost reduction and reallocation of previously planned investment and resources", the company said. If it pushes through, this is potentially huge news for our market, where the Harley-Davidson name has been mostly associated with big bikes.

Rather, Harley - which recently said it would close a factory in Missouri to concentrate manufacturing in the USA - is up against three distinct challenges. But electric motorcycles are a very niche area, so it's unclear whether Harley will be able to use the technology to reverse its fortunes.

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