Harleys old broom wont sweep clean
Harley-Davidson's share of the US motorcycle market is in what can only be described as freefall and they are preparing to make the exact same mistakes as the past.
Struggling against international turmoil, revenue and sales challenges, they have launched a new set of sweeping changes. A new broom sweeps clean, except this is an old broom and its being swept by the same hands that brought Harley to this point in time.
Where exactly are Harley?
US Statistics source MotorCyclesData published some pretty horrible figures year to September (25) which shows Kawasaki sales climbed by 14.2%, while Honda slipped into second spot with 8% retreat. Meanwhile Harley plummeted to a whopping 15.9% sales downturn denoting the worst first half yearly figures in 10 years for the MoCo.
Among the raft of new appointments, one caught my eye. Bryan Niketh, who previously worked for Harley as Vice President, product development and supply management and Senior vice president, New Product development and global operations.
In fact Niketh spent 20 years in various roles at Harley from the early 2000’s up to 2022 where he left for a role with White River Marine Group.
"Niketh has been brought back on a $1m signing bonus"
Niketh has been brought back on a $1m signing bonus (repayable if he leaves within 2 years) Niketh has been parachuted into the role of Chief Operating Officer. Obviously he done such a great job first time round, they’ve brought him back for a second cut.
You would have to be a total fool to believe that Harley’s demise only came about in the last four years. The truth is that its demise has been 20 years in the making.
They have lost focus on their product, customers and dealer network. They pumped millions into the failed LiveWire project. They are trying to capture a slice of the adventure market with the Pan American, which is a decent bike, but it’s not a BMW or Triumph. Resale values of the Pan American have fallen off a cliff.
"they lost focus on who really buys their bikes."
Too late to the party and all the while they lost focus on who really buys their bikes. Niketh’s finger prints would have been all over these moves, and now he is back for another round.
I bought my first Harley, a 1988 1200 Sportster not because I wanted the best bike on the planet, I bought it because I wanted something different. I wanted something I could make my-own. It rode like a pig, had feck all power and ground the footpegs going round corners, but I loved it.
I put 12” apes on it, extended the cables, fitted a fatbob tank. I modified it to take a wide-glide front end complete with a dresser fender. Over time I also added wire wheels and painted white-wall tyres.
It still handled like a pig with pish all power, but it was (in my eyes) cool and something different. I could work on it myself, it got me into the brand and I would go on to buy more Harleys than I can legally admit to!
"there isn’t a bike in their current range that would tempt me to pull the trigger."
But here’s the kicker, there isn’t a bike in their current range that would tempt me to pull the trigger.They are domesticated, docile Goldwing replicas. They look the same, are over complicated for the average home mechanic and uninspiring.
I’ve owned every Harley from the Flathead 45 to M8 and the new bikes just don’t do it for me. I’m back riding my 78 shovel and it turns more heads and gives more smiles per gallon than any overweight overpriced bike from the new range.
The oul nemesis Indian know what they are doing. Slashing the HD market share year on year, they have just released a new Indian Chief Vintage. This is a brand new bike which looks like the old Chief. Built around a modern bike, it has all the charm of the past with the benefit of fuel injection and ABS brakes. BSA have also done a brilliant job with the new Gold Star. A modern retro styled bike with oodles of charm and modern reliability.
Meanwhile HD persist with the same lineup of bikes which clearly arent selling…but… but they have new colourways… yeah, nobody cares.
Imagine the clamour of deposits if they released a reproduction Knuckle Bobber, or a 70s style FLH complete with Buddy seat. The cool-factor of an Evel Kinevel inspired Sportster. Harley have so much heritage, it is almost a sin to see them ignore and squander it. Bringing in the same-old people to try and fix the problem they couldn’t fix before, seems like total madness, but that’s what they have done.
Here’s a bit of free advice, build a bike that Harley-enthusiasts want… start there and see how it goes…. You’re welcome.