Harley-Davidson on pandemic demand with new lineup

Harley-Davidson Inc. announced on Tuesday that the company is launching a new line of motorcycles in 2021, a sigh of relief for the struggling motorcycle maker.

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The Milwaukee-based motorcycle maker offers a range of choices. New models include the Street Bob 114 and the restyled Fat Boy 114 cruiser. However, the automaker also plans to offer four super premium models from its Custom Vehicle Operations team.

Harley is also adding styling options for its Street Glide Special, Road Glide Special and Road King Special models, according to the company.

The announcement comes less than a year after the company announced plans to offer fewer models after facing years of declining sales, especially in the United States – its largest market – as it was trying to adapt to an aging clientele while seeking to expand markets abroad.

Additionally, last February the company announced that its CEO, Matthew Levatich, was stepping down. In May, the company announced plans to cut production for the year after its factories reopened after virus-related shutdowns.

However, during the pandemic, motorcycle sales began to increase in part due to consumers seeking to avoid public transport and a desire to find socially distinct activities, the observer told Forbes. motorcycle trends, Robert Pandya.

HARLEY-DAVIDSON PLANS FEWER MODELS, SIMPLER FACTORIES AFTER CORONAVIRUS STOP

Meanwhile, Harley attributed part of its third quarter success to the company’s ability to review its business and create a “new operating model that realigns the organization for performance, cuts costs and focuses more. on profitable products and markets ”.

Part of that process included streamlining its planned product portfolio by 30% while revamping its launch schedule and “go-to-market practices for maximum impact and success”.