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" More roads to Harley-Davidson" . Understand: no more roads or access to Harley-Davidson. Remember this marketing slogan because it marks perhaps the most important and ambitious mutation of the Motor Company. The feat is not too small for such an unusual mark of change since its creation in 1903!
Faced with a decline in sales, an aging customer base and – recently – the extra costs of production caused by Donald Trump's protectionists, Harley anticipates strong, even radical, actions. Completed the half-measures like the Street 750, supposed to spare the susceptibility of its historical clientele while attracting new "bikers" with a motorcycle of entry (and low) range produced in India.
The builder of Milwaukee primer this time a real revolution that includes new business methods and a strengthening of its network of dealers, but also – and above all – an important list of new models. Among them a " new custom 1250cc " below (well yes, must work the fundamentals!) And other motorcycles in total break with the habits and image of the brand ..
Judge instead: Harley-Davidson confirm for example the arrival in 2019 of its electric motorcycle, which will be followed " by 2022 " by other electrified models " lighter, smaller and even more accessible "designed to incite" new pilots "to discover" new ways to ride ". This announcement formalizes a short-term electrical turn hitherto hesitant since the presentation of the first electric prototype – yet convincing.
Pan America 1250: the "GS" way Harley-Davidson!
Another shock announcement of this roadmap: the planned launch in 2020 of the Pan America, nothing less than " the very first motorcycle Harley-Davidson Adventure Touring " powered by a V-twin from 1250cc! Yes, you read correctly: a motorcycle Milwaukee with ground clearance type road maxi-trail!
Insane? Not so much: after all, Ducati has emerged from its niche of radical motorcycle builders with its trail Multistrada which meets a great success across Europe. The maxi-trails being a growing category – driven by the success of the BMW R1200GS locomotive – what's more logical to pay close attention. Even when called Harley-Davidson.
The dice are thrown for H-D with this new Pan America and its silhouette for the least "mastoc". Between its rectangular front Road Glide – with LED headlamp protected by a bar -, its adjustable windshield accompanied by imposing deflectors in low position, its wide handlebar dressed with handguards / turn signals, its long silent and wide saddle with floor, this novelty does not pour in the fluidity!
Even if Harley-Davidson specifies that it is about a model in development – so likely to evolve -, this Pan America 1250 seems already ready to hit the road … and the roads, thanks to its Michelin Anakee with big crampons and its sturdy metal clog! Its central mono-shock with high clearance and inverted forks with sheltered divers, as well as its protection bars are part of the same logic.
Side cycle, the American brand is also out of the box with a tubular frame of strong section and 4-piston Brembo radial callipers which cap two front discs. MNC also detects the presence of a large radiator in front of the twin, which suggests a recourse to liquid cooling: not content to be unpublished, the Harley maxi-trail will also be transgressive in the eyes of the "guardians of the temple"!
Streefighter 975cc: the sporty Harley!
Here again, the first images unveiled by Harley-Davidson literally glue the retina: the American manufacturer plans to launch "in 2020" a very sporty roadster-type "Streefighter" that will be powered by a new water cooled 975cc V-twin. Short and stocky, the craft has the air of fire of the old Buell.
This is not the first time that Harley has attempted a foray into the roadster category to attract a more dynamic clientele – remember of the 8, in particular – but this initiative goes much further visually. The part-cycle seems on its side quite close to the trail above: tubular frame, Brembo calipers, inverted fork and mono-damper.
The American brand does not disclose any technical data concerning its trail or its roadster, any more than on his new custom 1250cc mentioned above. But it specifies nevertheless that complementary " models will be added in these segments of products by 2022 ".
Motorcycles of 250 to 500cc
Finally, last important stage this plan of relaunch: the establishment of a " strategic partnership " with a manufacturer based in Asia in order to build a motorcycle "d e small engine (250cc to 500cc) for the markets emerging from Asia ". This is clearly an acceleration of the project launched with the Street 500 and 750, built in India for all markets except the United States.
Moreover, the Americans do not hide it: "This new product and expanded distribution is designed to maximize Harley-Davidson customer access to India, one of the largest and most dynamic markets in the world, as well as other Asian markets ", says the manufacturer.
It remains to be seen whether this new "small" Harley-Davidson will then be imported to other markets, particularly in Europe, where the generalization of the A2 motorcycle license gives all its relevance to motorcycles from 300 to 400cc.
The nerve of war …
Recapitulate: Harley wants to dust off his image and create nothing less than a " new generation of bikers " via motorcycles radically different from his production usual, including a maxi-trail and a sports roadster. At the same time, the brand will "plug" on the electric mobility with its LiveWire and other concepts of "battery-powered" motorcycles to the size of an electric bike below.
[19659002] Fortunately, these ads do not fall near April 1, because many would think a joke! But this project "More roads to Harley-Davidson" is on the contrary all that is more serious, testify the detail of its economic aspect and its future prospects hoped flourishing …
" This accelerated strategy will require significant investments to influence the trajectory of global business "says HD, which intends to create" more value, stabilize and strengthen the current business and improve the Return on invested capital (ROIC) of the Harley-Davidson Motor Company "
In case it is not clear enough, the mark states that it wishes" to increase revenues and profits and to allow the company to pay back more dividends to shareholders ". In other words, to earn more money, the goal of any private company!
To increase the annual income … by a billion dollars!
To finance its ambitious project "More Roads to Harley -Davidson ", the Americans plan to operate a well-known lever: reduce costs. Hence the plan to set up more in India, to build motorbikes more accessible – even popular – at tighter prices …
The brand also plans to re-allocate " investments and resources ", including operational investments" by 2022 from $ 450 to $ 550 million and capital investment by 2022 from $ 225 to $ 275 million ".
In total, Harley-Davidson hopes that its development plan will generate " over a billion additional annual revenues in 2022 " (!) Compared to its 2017 fiscal year. A very high target, at the height of the revolution that the American brand is about to undergo.
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