HD Still Struggling with the Next Generation

The Journal Sentinal wrote this wide-eyed “analysis” of HD’s struggles with people who aren’t one foot in the grave, “Harley-Davidson unveils its largest-ever product development project.” As usual, there were bits I particularly liked (as in laughed at). For starters, “Harley-Davidson Inc. has unveiled its largest product development project ever: eight redesigned cruiser motorcycles for 2018, including bikes that have been a mainstay of the Milwaukee-based company for decades.” New paint? Sillier fenders? Easier to remove stock muffler, so the louder replacement can be snapped on?

“As part of the research, Harley-Davidson says it interviewed more than 3,000 riders for their views on cruisers — a versatile style of bike with a relaxed riding position, suitable for long-distance riding but more nimble than a big touring motorcycle.” Sounds like the same old crap in a new crappier package. “We were literally in people’s homes and garages, talking with them about their motorcycles,” said the guy with the goofiest job title yet, Paul James, product portfolio manager. WTF? Where else would you talk to motorcyclists about their bikes, in airports? Jones acts like he really discovered the marketing holy grail by chasing down actual customers. Of course, he should have been talking to people who bought the competitions’ bikes. Too hard? Sure, keep talking to grey hairs until they’re all dead.

“Four of the new Softails — Fat Bob, Fat Boy, Breakout and Heritage Classic — are available with a more powerful 114 cubic inch Milwaukee Eight.” Cubic inch? What is this, 1945?

“Up to 35 pounds lighter than 2017 models, Harley says all eight bikes have an improved power-to-weight ratio for quicker acceleration, better braking and handling.” Yep, “up to 35 pounds” will make a huge difference on an 800 pound hippobike.

Finally, “The company gave the bikes a healthy dose of classic cruiser looks — some of it vintage 1950s — while incorporating modern features such as anti-lock brakes, LED lighting, a digital instrument screen, keyless ignition, a USB charge port, mono-shock rear suspension and lockable saddlebags.” So, nothing changes except some badly implemented 1990’s ABS and a cobbled 1970’s suspension and a bunch of tacked-on Chinese electronics. Sounds really biggly to me.