- Sprint is planned as a lightweight entry model
- Sportster return as a middleweight, air-cooled, custom-friendly model
- Harley-Davidson plans 20 new models and trim lines in three years
Harley-Davidson has outlined a new product-led strategy under its Back to the Bricks strategy rebuilding its line-up around affordability and open to a wider range of audience. No final production or launch dates announced yet for all these new products. The returning Sportster is being positioned around its middleweight success, while the new Harley-Davidson Sprint is planned as a more affordable model to reach a bigger chunk of riders. Harley-Davidson is openly trying to lower the entry barrier while keeping customisation and long-term ownership value at the centre of their business.
The happy highlight is that the Sportster is back as the centre of attention. The middleweight motorcycle with its air-cooled engine is highly customisable in nature, has strong residual value and also has a robust role in the used motorcycle ecosystem as riders upgrade over time. Reviving a familiar nameplate can act as a bridge between entry-level riders and the company’s larger cruiser and touring motorcycles.
The completely new Sprint is planned as a lightweight and small-scale motorcycle with an oil-cooled engine and a definitely a lower price point. Harley-Davidson calls it an entrance to the brand to attract newer riders or those who may have found the current range too expensive, too large or too intimidating. Its smaller scale, lighter weight and oil-cooled engine suggest a motorcycle that should be easier to manage than Harley-Davidson’s larger machines. The company also says it will be customisable and will support Parts and Accessories as well as Apparel and Licensing.
Harley-Davidson has also stated that it plans a capital-light approach to 20 new models and trim lines over the next three years. These additions are planned without new powertrain or platform investment meaning the company will use existing platforms such as Revolution Max, Softail, Touring and Trike to create more customer-driven models and trims. This’ll help Harley-Davidson fill gaps in its portfolio faster and at lower development cost whilst not betting everything on an all-new platform.
Parts and Accessories are another major product line in the strategy. The company plans to launch a full range of parts and accessories along with new motorcycles. Top quartile dealers sell around 75 percent more accessories per new motorcycle, and the target is to support a 20 to 30 percent sales growth opportunity through enhanced Parts and Accessories. Apparel and Licensing will also return as a stronger product focus, though it is secondary to the motorcycle plan.
The used motorcycle ecosystem is another aspect that Harley-Davidson wants to expand. The company sees used motorcycles as part of the full life cycle of ownership, not a separate back-end business anymore.
