and legal requirements. Is it even possible to remain competitive by manufacturing in Germany? " We ' re well-positioned in this regard- our machines could run 24 / 7 with minimal staff. We ' ve automated many of our production processes. Almost every machine can be operated largely ' unmanned ' meaning we just set it up and let it run. This results in lower labor costs per machine. We also have a
' customized bikes that perform well '
massive solar array on the roof and generate as much of our own energy as possible. That really helps. Sadly, from an international perspective, no matter how you look at it the domestic American market is completely dead for European manufacturers now. These days we are only producing very exclusive high-end items for the US market. " There are only some customizers in the U. S. buying from us, but of course they only buy parts they can ' t get anywhere else. When you see what they pay in customs duties, it ' s insane. " That makes our products almost impossible to sell in the U. S. Our standard product line certainly isn ' t viable, since Americans can simply turn to local suppliers. And we always have to factor in all those testing / homologation costs too- they are overheads that simply don ' t apply at all in the U. S." Asked if the ' Made in Germany ' benefits that homologation and approval tests have always delivered in product and quality is still the ' Superpower ' it once was, Andreas remains upbeat. " Of course, there is the advantage of knowing for sure that the products work, that they are reliable- not just in theory, but in practice as well. " That ' s because everything is tested for the lifetime of the product using various test cycles. Not only do you have to demonstrate ride dynamics, but you also have to verify the service life of components. Customers can definitely be assured that they are not simply buying something that has been cobbled together to meet a price point without knowing whether it is fit for purpose. That can be a problem with some of our competitor ' s parts, especially those sold under name brands- US and others- that have actually been made in Asia." When Artie Starrs visited the Thunderbike emporium at the start of the year, what was on Andreas ' wish list- as an authorized Harley dealer and custom parts manufacturer? " After the ' More Roads ' and ' Hardwire ' strategic plans, what I ' m really hoping for now is ' Back to the Roots '. In other words, getting back to our core business. Listening to customers and dealers again, instead of just focusing on profits- that would be my # 1 wish. " We need to return to the old, tried-and-true system of holding a large annual dealer meeting. This allows us to gather feedback and exchange ideas with dealers worldwide and gauge demand for new models in advance. Without it we have been isolated. " As things stand now, the brand ' s long-standing reputation for the motorcycle retaining its residual value has been undermined- and customers are responding with uncertainty and caution. It has
' no outsourcing '
always been our selling point to say, ' If you buy a Harley, you ' ll have acquired an asset, a motorcycle that has the lowest ' loss of value ' on the market.' " I ' d like to see us return to a certain degree of consistency. Above all, I ' d like to see the model lineup expanded at the entry level. It ' s no big secret that, here in Europe especially, we haven ' t been able to make up for the loss of the( air-cooled) Sportster. If I roll a 2nd hand " 48 " into the showroom today, I can price-tag it at the original retail price. And it ' ll be gone faster than the current RH 975 standing next to it. Entry level is how we motivate and attract a younger generation. " We have been promised that we will get something along those lines. But after having steered this massive ship in the wrong direction for nearly five years, it ' s going to be difficult to turn it around and get it back on the right course. It will take time; we will have to be patient- the next 3-4 years will tell. " With the model lineup we have right now- it is difficult. Our competitors have more attractive
Looking for " new riders " and talents starts at Thunderbike: " Iron Rookie " was customized by Thunderbike ' s trainees and rebuilt from the ground up!
models. You can see that in the registration figures. We can ' t make up for what we lost since the discontinuation of the air-cooled " 48 " and " Nightster ". Not unless we return to that niche. " A lot has happened in recent years, too. Energy issues, security concerns, and multiple wars. Plus, the political developments in the U. S. do not help make the business situation any better. Especially for American products in Germany. " There are already some people that state, " I ' m not buying anything American anymore." In terms of public perception, the impact of this is, in some cases, a disaster- and out of our control. " Yet the crowd for your 2026 ' Kick Off ' event underlines the passion and interest for Thunderbike and the products it offers? " For us, it ' s more about the ' Big Picture '. As a brand, Thunderbike ' s core meaning are the custom parts, the unique items we can create, the quality, and our quick response- that ' s where I see Thunderbike ' s competitive advantage. We don ' t have to compete on price. We build whatever we like, whatever looks cool, and whatever people actually want. We are a case study that a lot of people could learn from. Remaining consistent and true to our values are our Superpowers." www. thunderbike. com www. AMDmag. com AMD- SEPTEMBER 2026 25