Harley-Davidson Is Hoping To Save Itself With New Designs


The company has confirmed a small displacement motorcycle in the 250cc to 500cc space.

The electric motorbike will launch in 2019 - some four years after a prototype for the vehicle was driven by Scarlett Johansson's character Back Widow in the 2015 Marvel blockbuster The Avengers: Age of Ultron. Though Royal Enfield does not sell its bikes at the same price point as Harley the buyer profile of both the brands is largely the same.

Traditional dealerships will still play an important role, and Harley-Davidson says it will implement a new performance framework to strengthen its dealer network.

The news just keeps on coming from the embattled - yet still iconic - American motorcycle maker Harley-Davidson. And now the company has announced the next revolution of two-wheeled freedom. This decision was made as part of the United States company's goal to make motorcycle-riding accessible to a wider range of people. Livewire will be supplemented by small and lighter electric motorcycles in the years leading up to 2022.

Industry experts have said electric motorcycles - that have no gears or clutch and are a far cry from Harley's loud, bulky cruising bikes - may not appeal to loyal Harley fans. Could this bike pave the way for smaller bikes to join the line-up as well?

According to the details of its growth plan through 2022 - More Roads to Harley-Davidson - among other initiatives, the company is developing a "more accessible, small-displacement" 250 cc to 500 cc motorcycle for Asia's emerging markets through a planned strategic alliance with a manufacturer in Asia.

Harley-Davidson also plans to open up to 125 new, smaller storefronts in urban locations by 2022 to increase sales of apparel and other products.

The move is part of a strong push by the company to take advantage of changes in the mobility market.

Meanwhile, the company will continue its development in the Touring and Cruiser segment to bring "improved and more technologically-advanced" products into the market.

Harley is scrambling to steer through a year-long slump in U.S. demand as it grapples with an aging customer base and it is aiming to boost sales of its motorcycles overseas. But they're typically bought by older riders. These included tapping into different areas of the motorcycle market by manufacturing styles of bikes that aren't typically Harley Davidson. Past year he launched "Give A Shift", a volunteer group discussing ideas to promote motorcycling.