Join Date: Jun 2018
Location: Uxbridge, Ontario
Its another mishmash of old thinking. It presupposes that there is a market for people who want to ride ADV bikes with style from the 70s (other than the TFT). The front end is fugly as.. It honestly looks like a first year CAD project. On the other hand hey, if the price is high enough it may make the GS look like a bargain in comparison.
Harley, Harley, Harley. You need a new audience, which for you means giving up some of your old thinking. You need to appeal to what the market wants today if you want to be competitive with the likes of BMW, Ducati, Triumph, KTM in their strongholds. Look what BMW is doing to you, they took a modern design and dressed it up like one of your baggers and it hurts doesn't it. Beaten at your own game. If you don't figure out how to get out of your rut you are going to die the death of a thousand cuts as every niche runs away from you. I think you have lost your way. Start with why would I buy an ADV from Harley? These are bikes that are supposed to be nimble, rugged, and handle well which would be.. to be kind, not your core strengths. Oh, I know you are going to reach back into your archives to find old footage of an old HD climbing some dirt hill to convince everyone you have the heritage and chops but that isn't enough. It may have been 10 years ago but as your target market ages you need to appeal to the younger end of the demographic as the older end has already been trained to think the GS and its ilk are the way to go. The world has moved on and you are playing from behind on all fronts now, how about taking some of that money and jumping ahead of the pack. Give the market a reason to take you seriously. Be Modern, be Bold, be Innovative. Don't be boring, polarizing, lazy, and mixed in your messaging. I have nothing against HD, I want everyone to win as it is good for the market but, I need a reason to buy something from you and its just not there. KTM maybe, Ducati, yes, BMW yes, Yamaha yes, HD... not so much. Your brand message is passion, freedom, power, individualism, and courage yet what you show is conservatism, safety in styling, a complete lack of passion in where the market is, and extraordinary attention to trying to be ordinary. You have the brand presence that forces the audience to pay attention whenever you announce something but you can only turn people away so many times with false starts and broken promises before they simply give up.
2012 BMW K1600GTL