Dyna, Dyna – wherefore art thou Dyna?
From the outset, let me state quite clearly that the new Softails do appear to be“ good bikes” – not only in the context of Harley offers to date, but also in more general terms. They raise the prospect of cruisers that could maybe match( or at worst get closer to) the kind of performance and handling that Japanese manufacturers have been offering this past 20 years or so, and for those who are‘ Bar‘ n Shield’ loyalists and able to afford the kind of price point range being asked, they will, no doubt, mark a satisfying leap forward. A different character of cruiser and riding experience to that which the archetypal fortysomething and up Big Twin buyer is accustomed to, but nonetheless one that, once they are used to it, may raise the“ why weren’ t they always thus?” question, rather than nostalgia for Softails past. Rumors abound that a new FXR is on the way, possibly even as early as November this year, and if that is the case, then okay, fair enough. But if it, or a broadly alternate platform to the much loved FXR of yore hasn’ t been launched by, say, the summer 2018 / MY2019 announcement at the latest, then sad to say that the momentum will have been lost, and this this year’ s announcement will be left to be seen as strategically flawed. If mono-shock rear suspension and improved chassis manners are such a great thing, then how does that translate into saying Softails good, Dyna bad? Why kill off the one Big Twin platform that was in the vanguard of effectively speaking the‘ New Gen’ and the more discerning and demanding of riders, because the Softails can be improved when its characteristics are already a mono-shock and a better handling chassis? As to the“ legacy” that the Softail brand theoretically represents, where is the corporate memory? It looks very much like Harley is“ clearing the decks”, and it is to be hoped that is the case, and that the 2018 Softails are not the“ primary” development for the foreseeable future. Their Tier-1 vendor community is intimating that there is plenty more to come, both in terms of market sector and displacement platforms, though, as to be expected, they remain tight lipped about what might make it to market and when. The twin plans of attack – more and better newer models and more riders- make sense, and as this edition of AMD Magazine went to press in advance of AIMExpo, it is to be hoped that the keynote speeches to be given by Messrs Levatich and Wine will cast light on their plans and thinking in terms of growing the“ sport”. The theme for their September 21st speeches is“ The Future Starts Here," and taken with the MIC’ s own plans to announce what it is hyping as a major initiative, let’ s hope there is lead to that pencil. As Tim Buche, CEO of the MIC, is quoted as saying:“ The moment has arrived for everyone in this great industry to have a role in building the road to our future.” Never a truer word spoken – the motorcycle market in general in the United States, and the V- twin market in particular, is in parlous condition. The market in Europe, and the economic conditions in the 19 countries that are a part of the Euro currency zone, are much better than in the United States, but even there, in motorcycle terms, the return to growth since the“ broad U-curve” of the downturn appeared to have been transitioned, has hit a bump in the road. There will have been growth in Europe by the end of 2017, but the Euro 4 effect( and other factors) has adversely affected the official versions of the new model registration statistics, and Harley’ s previously strong growth in Europe has stalled this year. In the U. S. A., there is a toxic perfect storm of economics and demographics at play, and
‘ Harley is Dad Dancing’
while Buche is right that all must“ man the pumps” where the industry is concerned, Harley’ s fortunes are entirely in their own hands, but sadly toe-stubbing appears to be continuing as the order of the day. The abject failure and massively negative reaction they garnered from the very groups they were trying to court, as a result of their ill-judged and eye-wateringly huge investment in a social media based launch campaign and its mostly unconvincing selection of“ influencers” to champion the 2018 model range, has probably set them back rather than enhanced their efforts to“ outreach”. Especially given the inappropriate price-points of the models they were trying to pimp to an audience who likely haven’ t had their first bank accounts very long. is the price-point issue that Harley-Davidson appears reluctant or unable to address. It The international motorcycle market is soon to be awash with singles, twins and even
triples in the 350 to 750 cc bracket with entry level price points of around $ 7k. Manufacturers such as Yamaha( with its“ Legacy” and“ Yard Built” programs), Triumph( with its Bajaj tie-up), Norton( with its Zongshen deal), Royal Enfield and even BMW( among others) are demonstrating that highly tuneable and customizable retro and contemporary styled machines that speak to the New Gen audience are within reach for any manufacturer. Where is it written( other than in onerous employment regulations, bureaucracy, costs and Union contracts) that Harley-Davidson cannot be at the forefront of that wave? They should be, and they need to be, if they really are to grow a next generation of“ Bar‘ n Shielders”. Harley must stop making a fool of itself with its“ Dad Dancing” attempts to be cool. Legacy doesn’ t come with the swipe of a card. Harley needs to engineer its way out of its hole, not keep digging – please, someone take that shovel off their marketing people! Provided there are enough people willing to engage with two wheels, build the bikes and they will come! If you’ ve learned nothing about how to influence‘ Millennials’, there’ s lesson 101 right there. They will make up their own minds based on what they are offered, not on how they are offered it. They don’ t want to be courted by“ The Man” any more than the Boomers did on leaving the movie theater after seeing Fonda and Hopper giving voice to a generation in 1969. They are prepared to be led to the water just like any consumer group, but best of luck with trying to force them to drink – it has never worked before, so what makes anyone think it could work now? When it comes to marketing, someone at the Motor Factory needs to take a“ subtlety” pill, and when it comes to engineering, someone needs to take more notice of what is going on outside of the reach of their Legacy.
Robin Bradley Co-owner / Editor-in-Chief robin @ dealer-world. com
4 AMERICAN MOTORCYCLE DEALER- OCTOBER 2017 www. AMDchampionship. com